Facebook & Instagram, Measured Correctly
Meta Ads Technical Setup & Management
Since iOS 14.5, browser-pixel-only Meta accounts are flying partially blind — and most advertisers never fixed it. I implement Meta advertising the technical way: Conversions API alongside the pixel, proper event de-duplication, consent-correct configuration, and landing pages that don't waste the click. Creative and targeting matter, but they sit on top of a measurement layer that either tells the truth or doesn't.
What's Included
Comprehensive solutions tailored to your specific needs
Pixel + Conversions API
Server-side event implementation with exact de-duplication and strong event match quality.
Lead quality feedback loops
CRM-stage offline conversions so the algorithm optimises toward qualified leads, not form-fillers.
E-commerce & catalogue ads
Product feed repair and dynamic ad setup for Shopify and WooCommerce catalogues.
Consent-correct tracking
EU/UK-compliant event firing integrated with your consent banner and Google Consent Mode states.
Landing-page performance
Mobile-first speed and form reliability fixes, implemented directly on your platform.
Verified reporting
Reporting reconciled against CRM and order data — with the attribution gap explained, not hidden.
Problems I Solve
Symptoms this engagement is built to fix
Meta reporting 3x the conversions your CRM or shop actually recorded — because the pixel and CAPI double-fire without event IDs.
Post-iOS-14 attribution collapse treated as a 'creative problem' when the tracking setup is the real cause.
Lead forms generating volume that sales describe as junk, with no quality signal fed back to the algorithm.
Conversions API never implemented, so consent-declined and privacy-restricted conversions are invisible.
E-commerce catalogues with broken product feeds — wrong prices, out-of-stock items, missing images in dynamic ads.
Paid social traffic landing on slow pages that fail Core Web Vitals on the mobile devices all social traffic uses.
The measurement layer decides whether Meta works
Meta's delivery system is a machine-learning loop: it finds more people like the ones who converted. Everything depends on what 'converted' means in your data. If the pixel fires twice, fires on unvalidated events, or misses the third of your audience who declined consent, the algorithm learns from fiction — and every creative and targeting decision inherits that error. I implement the measurement foundation first: pixel plus Conversions API with correct event_id de-duplication, event match quality tuned with hashed customer parameters, consent-state-aware firing for EU and UK traffic, and test events verified in Events Manager before a euro is spent.
Conversions API, implemented properly
CAPI is now table stakes, but the implementation quality varies enormously. Plugin-based setups (the common WordPress and Shopify apps) frequently double-count with the pixel or send weak match parameters that limit attribution. I implement server-side events through your platform's hooks — WooCommerce order events, WordPress form submissions, Laravel application events — with event IDs that make browser and server copies de-duplicate exactly. The result is event match quality scores in the green, recovered attribution for privacy-restricted users, and a single source of truth that matches your order and lead records within a small, explainable margin.
Lead quality is a feedback problem
For lead generation, Meta's native lead forms and landing-page campaigns share one weakness: the algorithm optimises toward whoever fills in a form, and the cheapest form-fillers are rarely buyers. I close the loop two ways. First, validation at the point of capture — server-side spam scoring, phone and email verification, and qualifying questions that filter without destroying volume. Second, offline conversion feedback: CRM stages (contacted, qualified, closed) pushed back to Meta as offline events, so delivery optimises toward leads that actually progressed. This is the difference between an account that reports cheap leads and one that produces revenue.
Landing pages and the mobile reality
Effectively all Meta traffic is mobile, and it arrives impatient. A page with a four-second LCP converts a fraction of what the same page at two seconds converts — you are paying for the difference in every click. I audit and fix landing-page performance with the same Core Web Vitals discipline I apply to SEO clients: image pipeline, critical CSS, third-party script control, form usability on small screens. And because I work across your whole stack, the analytics events, consent handling and page performance ship as one coherent implementation rather than three vendors' partial fixes.
What You Receive
Deliverables & expected outcomes
- Pixel + CAPI implementation with verified de-duplication
- Event match quality improvements and test-event evidence
- Offline conversion pipeline from your CRM
- Product feed repair (e-commerce accounts)
- Landing-page speed and form fixes
- Monthly report reconciled against real lead and order data
Illustrative Engagement
A representative scenario
The problem
An e-commerce brand's Meta account showed a healthy 4x ROAS while the bank account disagreed — Events Manager counted purchases from both the pixel and a misconfigured CAPI plugin, inflating reported revenue by roughly 60%.
The approach
We rebuilt server-side events through WooCommerce hooks with proper event_id de-duplication, repaired the product feed (stale prices, missing GTINs), added consent-aware firing, and reset reporting to reconcile against actual orders. Only then did we touch campaigns.
The outcome
Reported ROAS fell to an honest 2.5x — then climbed steadily as the algorithm relearned from accurate data, settling above the old fictional figure within two quarters, this time matching the order records.
Composite scenario based on typical engagements. Replace with a real, attributed case study once published.
My Process
A proven methodology for delivering exceptional results
Measurement audit
Pixel, CAPI, events and feeds audited; every discrepancy with your real data identified.
Fix the foundation
Server-side events, de-duplication, consent handling and landing pages fixed before campaign changes.
Campaign structure
Campaigns built on verified signals, with lead-quality feedback wired in where applicable.
Optimise honestly
Ongoing optimisation reported against CRM-reconciled outcomes.
Why Choose Me?
With 7+ years of experience and a track record of delivering results, I bring expertise, reliability, and a results-driven approach to every project.
- Attribution that matches your orders and CRM within a small, explained margin
- Recovered signal from iOS and consent-restricted users via CAPI
- Algorithms learning from qualified leads and real purchases
- Landing pages built for the mobile reality of social traffic
- One engineer across tracking, pages and campaigns
- No fabricated ROAS — honest reporting first
Starting at
€397/mo
Management up to €5K/month spend including tracking maintenance. CAPI implementation quoted per scope.
Frequently Asked Questions
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Further Reading
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Let's discuss your project and create a custom strategy for success.