Server events are not blocked by ad blockers or browser restrictions, so CAPI recovers conversions the pixel misses and gives Meta's bidding better signals. Run it with the pixel and deduplicate events with a shared event ID, so purchases are not counted twice.
Build clean, consistent UTM links with presets for Meta, Google, LinkedIn and WhatsApp, and see how GA4 will classify them.
Related terms
- Server-side taggingServer-side tagging moves tracking tags from the visitor's browser to a server you control, which then forwards data to analytics and ad platforms.
- Multi-touch attributionMulti-touch attribution assigns credit for a conversion across the several marketing touchpoints that preceded it.
Where this comes up
A measurement stack a CFO can trustPlatforms over-claim, analytics under-counts and the order database is the only source that never lies. How to build measurement that holds up in the boardroom.Part of the growth marketing glossary by Shiva Sharma.