The Death of the Cookie
Safari and Apple's ATT essentially blocked browser-based pixel tracking. If Meta doesn't know a purchase happened, it can't optimize, leading to terrible ROAS.
Enter Server-Side Tracking (CAPI)
Conversions API sends data directly from your server (Shopify, WordPress) directly to Meta's server. It bypasses the browser, ensuring 100% data accuracy.
Event Match Quality (EMQ)
Send back hashed emails, phone numbers, and IP addresses to help Meta match the purchase to the specific ad clicker. Aim for an EMQ score of 6.0 or higher.
Need a technical tracking audit? Contact our Technical Team.