Ensure Event Deduplication
When using CAPI (Conversions API) + Browser Pixel, ensure you are sending an Event ID to deduplicate events.
Why This Matters
Sending the same purchase twice (once from browser, once from server) inflates your ROAS artifically and confuses the bidder.
How To Implement
1. Generate a unique `event_id` for every transaction.
2. Pass this same ID to the Browser Pixel tag AND the CAPI payload.
3. Check Events Manager for "Deduplication Rate" (should be ~100%).
Pro Tip
Use a server-side tagging container (GTM Server) to handle this logic cleanly.
More Meta Ads Tips
When to Use Advantage+ Shopping Campaigns (And When Not To)
Use Advantage+ for ecommerce scale, but keep manual campaigns for precise audience testing.
Advantage+ Shopping Exclusions
Scale ASC (Advantage+ Shopping) but ensure you define "Existing Customers" in Account Settings to track incremental lift.
Choosing the Right Attribution Setting
Stick to "7-day click, 1-day view" for most campaigns to give the algorithm enough data to optimize.
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