Set up Meta Conversions API for a Bangladesh e-commerce site
Recover the 30–50% of conversion signal lost to iOS ATT and ad blockers. Walkthrough of server-side event tracking via Meta CAPI on a Next.js / Shopify / WooCommerce stack.
Set up Meta Conversions API for a Bangladesh e-commerce site
Tools
- · Meta Events Manager
- · Meta Business Suite
- · Server-side webhook
Prerequisites
- · Existing Meta Pixel installed
- · Server-side language access (Node, PHP, Python — any HTTP-capable runtime)
- · Access token from Meta Events Manager
Step-by-step
Generate a Conversions API access token
Meta Events Manager → Data Sources → your pixel → Settings → Set up manually → Generate access token. Store it in your server secrets (NEVER in client code).
Emit events server-side from purchase / lead routes
POST /v18.0/{pixel_id}/events with the same event_name + event_id you use client-side. Matching event_ids let Meta dedupe between browser + server events.
Hash all PII before sending
Email, phone, name fields must be SHA-256 hashed before sending. Meta's docs show the exact normalization (lowercase email, strip whitespace, etc.) — follow it exactly.
Verify event match quality in Events Manager
Wait 24 hours, then check Events Manager → Overview → Event Match Quality. Target ≥ 7.0; below 5.0 means your PII isn't matching Meta's user records.
Test before going live
Use Meta's Test Events feature to fire a sample event and confirm it lands. Don't enable CAPI ads-side optimization until match quality is verified.
In the glossary
Terms used.
Meta Conversions API (CAPI)
Meta Conversions API (CAPI) is server-to-server event tracking that sends conversions from a site or CRM to Meta's ad platform, recovering signal lost to iOS ATT and ad blockers. Because browser-side pixel firing drops 30–50% or more of events after iOS 14.5, sending the same events from the server gives Meta's bidding a more complete signal.
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ROAS (Return on Ad Spend)
ROAS, or Return on Ad Spend, is the revenue generated for every BDT spent on advertising; a ROAS of 4× means BDT 4 of revenue per BDT 1 of ad spend. It is the headline metric for e-commerce paid media, but in isolation it can mislead, so it should be read alongside the new-versus-returning customer split.
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CTR (Click-Through Rate)
Click-through rate (CTR) is the fraction of ad impressions that became clicks, calculated as clicks ÷ impressions × 100. Benchmarks vary by placement: a 1% CTR on Meta feed is industry average, while the same figure on a search ad is poor. CTR works as a creative-quality signal, but downstream conversion rate is the goal.
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FAQ
Frequently asked.
- How long does Set up Meta… typically take?
- Roughly 1h for the steps in this playbook end-to-end, assuming the prerequisites are already in place.
- What do I need before I start?
- Existing Meta Pixel installed; Server-side language access (Node, PHP, Python — any HTTP-capable runtime); Access token from Meta Events Manager
- Can Public Pulse run this for me?
- Yes. This playbook is open documentation but we do this work for clients. Free 30-minute consultation to scope.