← Selected work

Velora Skincare

Category
Meta Measurement
Service
Meta Pixel + CAPI
Industry
D2C Skincare
Result
Event Match Quality 4.4 → 9.3
Browser and server purchase events received and deduplicated in Meta Events Manager

The problem

Purchase attribution was inconsistent and server-side event quality needed improvement.

Browser-only signals, incomplete parameters, and no deduplication meant Meta could not reliably match purchase events to people. Event Match Quality sat at 4.4, so optimization ran on weak signals.

The system

Layer 01
Tracking architecture

Meta Pixel, GA4 events, and Conversion API structured so data flows between browser and server.

Layer 02
Event validation

Purchase event checked in GTM preview for trigger accuracy and correct firing before going live.

Layer 03
Data mapping

Value, currency, content IDs, and order details mapped for both GA4 and Meta.

Layer 04
Quality optimization

Deduplication and advanced matching with enriched user data.

What I implemented

  1. 01Meta Pixel, GA4 events, and Conversion API tracking architecture
  2. 02Purchase event validated in GTM preview mode before publishing
  3. 03Browser + server events verified in Events Manager with deduplication applied
  4. 04Ecommerce parameter mapping: value, currency, content IDs, order information
  5. 05Advanced matching and enriched user data for stronger event matching

Validation

Browser and server purchase events received and deduplicated in Meta Events Manager
Browser and server purchase events received, duplicates removed.
Purchase events processed in the Meta dataset
Purchase events processed in the dataset with clean parameters.
Meta Events Manager showing event match quality 9.3
Event Match Quality for the purchase event after optimization.

Result

4.4 → 9.3
Event Match Quality
Browser + Server
Pixel and Conversion API both active and deduplicated.
+47% signals
Improvement in attributed purchase signals after the rebuild.
Verified data
Parameters and matching checked before scaling.

Related services

Server-Side Tracking Meta CAPI GA4 + GTM