Fixing Meta’s Data Flows with BooleanMaths CAPI

BooleanMaths implemented Meta's Conversion API (CAPI) for a leading D2C brand aiming to improve attribution accuracy and customer journey visibility. The focus was on enhancing event quality, data coverage, and reporting integrity across Meta Ads.

  1. How does the BooleanMaths-Meta CAPI Integration work?

BooleanMaths’ Meta CAPI integration bridges the gap between your Shopify Store and Meta’s servers by sending conversion events directly from the server - securely, reliably, and in real time. Unlike browser-only tracking (which is prone to blockers, latency, and data loss), our server-side integration ensures that there is no Data Loss

  1. What was the Impact on Meta Data?

With BooleanMaths’ CAPI integration, key events like Purchase, Add to Cart, and Initiate Checkout saw higher Event Match Quality (EMQ) scores and up-to 28% lift in additional conversions reported. By sending rich, server-verified data with high field-level coverage, Meta matched more events - unlocking better attribution and improved performance insights.

2.1 Event Match Quality Score

Post-implementation, Event Match Quality (EMQ) scores for critical events like Purchase, Add to Cart, and Initiate Checkout showed a marked improvement

2.2 Additional Conversions

Additional Conversions were Captured Across the Funnel.
With CAPI’s server-side integration, Booleanmaths captured 28% more conversions not seen through browser-based tracking alone. These additional conversions were attributed across the funnel

+27.9%

Purchase

+15.6%

Initiate Checkout

+23.9%

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Parameters Shared

Our CAPI implementation passes rich user & conversion data with high field-level coverage. This allows Meta to match events more accurately and improves downstream attribution precision.

  1. Why Should you Trust our Implementation?

Not all CAPI setups are equal. BooleanMaths’ CAPI integration follows Meta’s best practices to the letter - ensuring event deduplication, high EMQ, and hourly data refresh. With comprehensive parameter coverage and near 100% alignment with your Meta Pixel events, you can confidently trust the reliability of the data powering your Ads.

3.1 High Match Quality

High relevancy Fields like email, phone, and external ID are normalized and hashed per Meta’s specs before sending via CAPI resulting in High Match Quality.

3.2 Deduplication

All Events are sent with event_id and deduplication rules to avoid overcounting and resulting in perfect deduplication.

3.3 Full Coverage

All browser Pixel events are backed up by server-side CAPI to hit ~100% coverage. Also proving our tracking surpasses Meta.

Data Freshness

Hourly syncing ensures low latency in conversion reporting and faster Ad optimisations.

4.Conclusion

Booleanmaths CAPI is not only about impact - it’s about the implementation details. Higher Event Match Quality, improved conversion capture, and rock-solid tracking integrity together lead to better optimization and higher ROAS on Meta Ads.

Find us on Shopify

Find us on Shopify

Find us on Shopify