If your tracking is wrong, every decision after it is wrong too. Here's how to set up your pixel and events properly so your ads actually optimize.

Why this is the first thing we fix

Meta's algorithm optimizes toward whatever event you tell it matters. If that event fires inconsistently — or fires for the wrong action — you are training the algorithm to find the wrong customers.

The setup checklist we run on every new account

Before we ever launch a campaign, we confirm the basics are actually correct — not just installed.

  • Pixel firing on every page, confirmed in Events Manager, not just "installed"
  • Purchase event matching the real order value, not a flat estimate
  • Deduplication between pixel and Conversions API set up correctly
  • Test purchases checked end-to-end before spending real budget

Why Conversions API matters now

Browser-only pixel tracking misses a meaningful share of conversions due to ad blockers, iOS privacy changes and cookie restrictions. Server-side tracking via the Conversions API recovers that signal and gives the algorithm more to work with.

This isn’t a one-time setup

We re-check tracking health whenever a store migrates platforms, adds a new checkout step, or performance drops without an obvious creative cause. Tracking drift is one of the most common, least obvious reasons ROAS quietly declines.

Before you optimize anything else, make sure the numbers you're optimizing toward are actually true.