Blog
Pixel, sales, and match quality
Practical notes on server-side tracking for Meta — what to send, what to measure, what still leaks.
Match Forecast
Know if Meta will recognize this sale — before the campaign spends
Meta’s match score arrives late and averaged. Caply scores how likely Meta is to recognize this sale the moment we send it — plus dollars sitting in unmatched checkouts.
Aug 21, 2026
Radar
See how a competitor tracks ads — next to yours
Agencies screenshot competitor source like it’s 2014. Caply fetches the public page, flags tracking helpers, and stores the last scan per URL.
Ads Coach
Ads Coach tells you what’s breaking tracking. ChatGPT does not.
A score from whether sales arrived, whether checkout had email, and whether purchases have a dollar value — then optional prose on top of those numbers. Not a wrapper around an Ads Manager export.
Match quality
Meta cannot find buyers it cannot recognize
If a purchase has no email or phone, Advantage+ is guessing. Here is the order to fix it — and how Caply scores the same sale before Events Manager wakes up.
iOS
iOS did not “break Facebook ads.” It hid the Pixel.
Privacy prompts, Safari, and blockers still drop browser purchases. Server-side tracking with hashed email is what still reports. One-click Meta tracking that only mirrors the Pixel inherits the hole.
Debug
Pixel not firing: stop starting in Ads Manager
Empty Events Manager is a site problem first. View source, then the network tab, then duplicates. Caply’s scanner does the first two.
Deduplication
Stop Ads Manager counting the same sale twice
When the thank-you page still loads, Meta can count the Pixel and the server event as two purchases. Give both sides the same checkout ID.
Next.js
Meta sees the sale once in Next.js — not twice, not never
One setup: the Pixel in the browser, the purchase from the server. Developers: the App Router install is in /docs.
Architecture
Server-side tracking is not ‘more tags.’ It is checkout truth.
When server-side tracking is mandatory, when the Pixel still matters, and why a webhook with no email is worse than an honest Pixel.