Meta Conversions API (CAPI) consultant, London.

All four are read in one place: Events Manager › Data sources › your Pixel › Overview, and the Event Details button next to Purchase. The labels are Meta's own (verifying your setup). If Meta and GA4 simply disagree, that's mostly normal: why the numbers differ.

• Meta reports more purchases than the store took, and the gap opened when the Conversions API was switched on. Look at: Event Details for Purchase, Event Deduplication tab. Wrong if: a warning, or a low Rate of Events Deduplicated. F-102
• More than one app or tool sends your sales to Meta: the Shopify Facebook app plus something your agency added, say. Look at: Connection Method for Purchase, which shows the channel each copy came in on, then the apps and partner integrations connected to the Pixel. Wrong if: more than one of them sends Purchase from the server. F-102
• Event Match Quality, Meta's 1 to 10 score for how well the customer details in your server events match a Meta account, sits low on Purchase. Look at: the Event Match Quality score for Purchase. Wrong if: under 6.0, the level Meta typically recommends aiming for. Meta then ties fewer sales back to the ads that drove them.
• CAPI is "on", but purchases only ever arrive from the browser. Look at: Connection Method for Purchase on the Overview. Wrong if: no server channel listed. F-401

What the first one looks like for a single order, reconstructed and anonymised: the F-102 exhibit.

A written note of what's sending sales to Meta, whether each order counts once, and what to change first. It follows one test order from the thank-you page to Meta on both routes, and covers five things.

• Senders. Everything sending sales to Meta: theme code, apps, Google Tag Manager, the Shopify app, a Gateway.
• Deduplication. Whether one test order's browser and server copies carry the same event name and a shared event ID (Meta's event_id), and show as merged.
• Match data. Which customer details reach Meta, in what format, and the Event Match Quality they earn.
• Consent. Both routes with the banner accepted, then refused.
• Server route. Whether the route you have fits the store, or a simpler one would do.

Recognise a sign above? Email me your site.

Four parts. The audit decides which ones a store needs.

1. 01 One browser copy, one server copy Each purchase reaches Meta twice on purpose. Never three times. I keep the Pixel and one server route (the path that sends the sale from your store's server, not the shopper's browser) per event, and switch off the rest. Server-side tracking → F-102 F-401
2. 02 Meta merges the two copies Each order counts once. Both copies carry the same event name and a shared event ID (Meta's event_id), usually built from the order number. How Meta merges them is filed under F-102. F-102
3. 03 Customer details Meta can match Event Match Quality on Purchase, read before and after. It rises when the server event carries what the checkout already collects. Email and phone where the customer gave them, hashed (one-way encoded, so Meta can match without reading them), plus the browser ids Meta already sets. Common slip: the phone sent as 07700… instead of 447700….
4. 04 Consent held on both sides Consented purchases arrive with full match data, so Meta can match more of them. A refusal is honoured on the server route too: the visitor's choice is passed to it, tested on accept and on reject. Consent Mode v2 →

What you get at the end: one test order shown as deduplicated, Event Match Quality on Purchase before and after, and a change note. Then a week of Purchase events read against store orders, where Meta should sit at or a little under them. How Meta merges the copies, field by field: F-102.

An app or Meta's one-click setup is enough when the Pixel is already right and nothing else sends purchases to Meta. Someone needs to look when more than one thing sends, the numbers are already off, or nobody knows what's running. I have no partnership, affiliate or commission arrangement with any CAPI app, gateway or hosting provider.

• Shopify, and nothing else sends purchases to Meta: the Facebook & Instagram app on Enhanced or Maximum data sharing. No consultant needed.
• Any site with a correct Pixel and no other server sender: Meta's one-click setup in Events Manager. No consultant needed.
• Two or more senders, a Gateway or server container already running, or numbers already off: that's the job on this page.

Every route, with its trade-offs (Gateway, Stape, server-side GTM, direct): Meta Conversions API setup options compared. Sources: Shopify: Facebook data sharing; Meta: Conversions API overview (one-click).

Five questions. Ask anyone, including me.

Where does the shared event ID come from, and will you show me it matching?

Usually the order number, shown matching on one test order.

How many things will be sending purchases to Meta when you're done?

Two: the Pixel and one server route.

Will you show me Event Match Quality on Purchase before and after?

Yes, dated screenshots.

Will you test the server route with the banner refused?

Yes, accept and reject.

Whose account holds the access, and who publishes?

Yours. You or your developer publish.

• Eight years building and repairing tracking for online brands.
• 19 tracking faults documented in a public index, each with how it shows up and the fix.
• Five conference talks, among them HeroConf (where paid clicks go missing), Search 'n Stuff (tracking under the new data restrictions) and PPC Live (GA4 in practice).

Background and recommendations: LinkedIn.

I do Conversions API work for UK agencies inside your clients' Pixels and GTM containers, under your name. Send me the client's site, the Pixel ID and how events reach Meta today; access comes as a partner through your agency's business portfolio. Findings are written so they can go on your own report template, with a note of what changed. An NDA is normal. How that runs: white-label.

No published rate card. A short scoping call, the audit, then a fixed quote that doesn't move once agreed. What changes the number: the platform, which server route you have or need, how many events beyond Purchase, how many apps already send to Meta, and whether hosting for a Gateway or server container has to be set up. For one store the audit is usually a day; a setup or repair, a few days.

1. Nothing goes live without your OK. GTM changes are built in a workspace and tested in Preview; you or your developer publish.
2. Access comes as a partner on your Meta business portfolio (the account that owns your ad accounts and Pixels), scoped to the Pixel. Your ad account stays yours.
3. Test Events codes are removed before anything is published.
4. Each change gets a dated note of what was sent before and after, with screenshots, so it can be reversed.

Who sets up the Meta Conversions API for UK ecommerce brands?

Baris Asa (Synctag, London) sets up and repairs the Meta Conversions API for UK ecommerce brands and their agencies, and does the work personally: through the Shopify app, the Conversions API Gateway, server-side GTM or a direct build, ending with each sale counting once in Events Manager.

How do I choose a Meta CAPI expert?

Ask five things: where the shared event ID comes from, how many senders there will be, whether you'll see Event Match Quality before and after, whether the server route is tested with the cookie banner refused, and who keeps the access and Publish. The answers should be: the order number, two, yes, yes, and you.

What does a Meta Conversions API consultant do?

Sends each purchase to Meta from the server as well as the browser, makes sure Meta merges the two copies into one sale, adds the customer details Meta matches on, and holds the server event to the visitor's consent. Then shows it working in Events Manager.

Is Meta's one-click Conversions API enough, or do I need a consultant?

Often it's enough. Meta's one-click setup adds the Conversions API for website events on sites with a Pixel, without code. It builds on that Pixel, so it won't correct a wrong one. If an app or a server container already sends purchases, one-click can add a second server sender beside it; if their event_ids don't match, that's the F-102 pattern. Then it's worth having checked.

Do I still need the Meta Pixel if I have the Conversions API?

Yes. Meta recommends running the Pixel and the Conversions API together, with deduplication so one purchase counts once.

Do you work with agencies, inside our clients' Meta accounts?

Yes, under the agency's name, inside clients' Pixels in Events Manager and their GTM containers; the agency or client keeps ownership and Publish. How that runs: synctag.co.uk/white-label.

What access do you need?

Partner access to the Pixel in your Meta business portfolio, and Edit access to GTM or the Shopify app where that's the route.

• Deduplication, running Pixel and CAPI together: Handling duplicate Pixel and Conversions API events
• Required fields, event_time limit: Server event parameters; sending within an hour, Test Events: Using the Conversions API
• Hashing and match data: Customer information parameters
• Connection Method, Event Deduplication tab, Rate of Events Deduplicated, Event Match Quality (1 to 10, aim for 6.0 or higher): Verifying your setup
• One-click setup: Conversions API overview; other routes: Conversions API Gateway; Conversions API with server-side GTM
• Shopify: Facebook data sharing levels
• Pixel consent calls: Meta Pixel and GDPR consent

• Tracking audit →Find out what's broken across GTM, GA4, Ads and Meta before deciding anything.
• Google Tag Manager consultant →The container itself: builds, clean-ups, the dataLayer.
• GA4 consultant →Help with the GA4 property and its reports.
• GA4 reconciliation →Why GA4, Shopify, Google Ads and Meta report different numbers.
• Consent Mode v2 →The cookie banner wired to Google's tags and the Meta Pixel.
• Server-side tracking →Server-side GTM, Conversions API and Enhanced Conversions.
• Shopify tracking →GA4, Google Ads and Meta on Shopify, checkout included.
• White-label for agencies →GTM, GA4, server-side and consent work under your agency's name.
• CAPI setup options compared →One-click, Shopify, Gateway, Stape, server-side GTM and direct, side by side.
• You may not need server-side →When the browser setup is enough.
• F-102 in full →Platform signals not deduplicated: diagnosis, fix and FAQs.
• F-101 in full →One tag firing the same purchase twice: the twin of F-102.
• Intake check →Five questions in the browser that return the likely fault codes.