Your Meta ads rely on data — but what if that data is incomplete?
Browser privacy restrictions, ad blockers, and short cookie lifetimes are cutting off valuable insights, causing missed conversions and wasted ad spend.
Without accurate data, Meta’s AI struggles to optimize targeting, leading to higher costs, poor attribution, and underperforming campaigns.
Watch our webinar to learn how to recover lost data, improve attribution, and boost ROAS with a scalable data tracking setup.
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Best practice is to use both — Meta recommends the redundant event approach: send events from the pixel (client) and CAPI (server) with proper deduplication. This improves reliability and performance.
If you use Meta CAPIG (Conversions API Gateway), you don’t need server GTM. But for more flexibility and customization, server GTM is preferred.
Stape simplifies server GTM hosting and adds features like Cookie Keeper, Custom Loader, Custom domains, and prebuilt templates. It reduces setup time and helps maintain compliance and performance.
Yes — if you use CAPI Gateway, you don’t need additional GTM setup. But don’t use both (CAPI Gateway + server GTM) at the same time to avoid overreporting.
Absolutely. Stape supports all CMSs — WordPress, Shopify, Webflow, custom code, etc. Check stape.io/meta-capi-server-gtm for setup guides by CMS.
We recommend using the Stape Data Tag as it works independently from GA4 logic therefore is platform-agnostic and provides additional control and reliability.
Yes — server-side setups can still rely on existing dataLayer events. You can enrich those with plugins or backend logic, but no full rewrite is needed.
It varies per account, but advertisers typically start seeing performance improvements within a few weeks, especially when more accurate conversion signals are used.
You’re likely missing user parameters (like email or phone) in some events. To reach higher figures, ensure both client and server versions of events consistently send available user data.
Use event deduplication (event IDs) and only send meaningful events (like Qualified Lead or Purchase). Avoid reporting the same conversion twice from different sources.
Yes — when properly implemented, server GTM with user data (email, phone, etc.) can boost EMQ significantly. Tools like Cookie Keeper also help with better attribution.
Meta deduplicates events using event_id (also _fbp cookie as a fallback) Send the same ID from both pixel and CAPI — Meta will keep only one event and discard the duplicate.
Although GA4 attempts deduplication using transaction_id, it assumes a single data stream coming in, either via the server or the web so there’s no deduplication such as you have with Meta. Best practice: choose either server or client-side for GA4 to avoid data inflation.
No — having separate tags per event is a clean and manageable approach, especially with server-side tagging. It doesn’t affect page performance the way client-side tags might.
Yes in principle, you may need to stringify your objects though. Also consider using localStorage or session-based enrichment via the server, depending on your particular needs.
Yes — you can capture a webhook, transform the data, and route it to both Meta and GA4 using server-side tags in server GTM.
Yes. Cookie Keeper maintains user identifiers across domains, helping improve attribution when checkouts happen off your main site.
No — as long as the dataLayer is correctly structured, the source (plugin or CMS) doesn’t affect performance. Just make sure it contains the right data.
Use Stape’s CMS apps and pre-built server GTM templates to simplify implementation. You can also white-label Stape services or offer setup as a managed service.
Track key metrics before and after implementation: EMQ, conversion volume, cost per result. Stape Analytics can also show recovered server-side events.
Stape supports full consent-based tracking. Make sure to integrate Consent Mode, trigger tags only after user opt-in, and use hashed PII.
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