Since the release of iOS14 many marketers and website owners struggling to improve the facebook ads performance which majorly depends on pixel tracking. But pixel tracking is also upgraded to Conversion API (CAPI), many marketers face challenges implementing CAPI since it requires some programming background or GTM expertise.

Although its easy to implement Conversion API using a plugin or built-in integrations but most of the times the data is not accurate or event match quality score is very low.

Here I will share how you can use Google Tag Manager to properly implement FB conversion API and improve event quality match.

Firstly you need to understand how event match quality is determined. If you check the above screenshot, most of the parameters include user data. The more user data you have the greater quality score.

Customer data is only available when a form is submitted or a purchase is made. We can’t collect a general website visitors personal information.

Let’s see how I improved event match quality an e-commerce website using Google Tag Manager.

Step1: Implement proper dataLayer

In order to collect all the customer details, we need to implement dataLayer on the website. You can get this done with help of developer. You can further read about dataLayer here

Below you can see example of a proper dataLayer for purchase event.

once the dataLayer is setup, you can then create a server google tag manager container.

step2: Implement FB Pixel tracking GTM

Now you will implement Facebook pixel in your google tag manager container. you can use the Faceboook tag template to make it easy.

create dataLayer variables to collect customer info from the dataLayer.

create a data tag to send data from web to server container.

you can either use google cloud platform or stape.iofor server setup. I prefer to use stape since it’s cheap and easy to integrate.

Once it’s done, you can create use data client to send data from google tag manager server container to facebook.

once everything is done, you can preview and test to make sure events are received and deduplicated properly.

Once everything is done, you can check the account match quality score after 24 – 48 hours depending on the amount of website traffic you have.

If you setup everything correctly, you will be able to see 100% match quality which in return improves your overall ads performance.

If you need help with a similar project, you can reach out to me. let me know your thoughts in the comments.