Meta Pixel and CAPI setup: the 7 most common mistakes
A Pixel + Conversion API checklist to fix post-iOS tracking gaps that inflate Meta ad costs.
Tecrube team
Marketing automation
Do not rely on the browser pixel alone
Safari and blockers drop part of browser events. For Meta Ads decision quality, run Pixel and Conversion API together so the same event can arrive from browser and server.
Watch Event Match Quality weekly. Hash and send email, phone and external_id where available; better matching speeds learning.
Standardise event names and values
Use standard events such as Purchase, Lead and CompleteRegistration. Renaming the same action splits learning. For ecommerce, currency and value are mandatory.
Validate with Test Events in real time. Tecrube flags missing events and duplicate fires during setup and walks you through CAPI matching.
Stop double-counting conversions
The same purchase counted twice via Pixel and CAPI breaks bidding. Deduplicate with event_id; otherwise CPA looks artificially low while reality is inflated.
Verify domain ownership and Aggregated Event Measurement priorities (Purchase above Lead). Clean measurement turns the same budget into more qualified outcomes.