Meta CAPI: why social tracking is partial

Why this banner appears

Metrikia detects that less than 30% of paid_social touchpoints are resolved into an ad_id. On Meta, this is the iOS 14.5 (ATT) + client-only pixel combo.

Cause

• Meta client pixel (fbq) blocked by ad-blockers and iOS ATT
• Meta CAPI not enabled or with insufficient server-side matching
• CAPI token expired or with wrong scope

How to verify

1. Open /app/settings > Integrations > Meta Ads
2. Check CAPI status
3. If Inactive or Error, the banner is confirmed

How to fix

Step 1: Enable CAPI

1. Settings > Integrations > Meta Ads > Configure CAPI
2. Get your dataset_id from Meta Events Manager
3. Generate a CAPI token (ads_management + business_management scopes)
4. Paste values in Metrikia and validate

Step 2: Send more signals

The more server-side signals you send, the better the matching:

• em (email SHA-256 hash)
• ph (phone SHA-256 hash)
• fbc (Facebook Click ID, from _fbc cookie)
• fbp (Facebook Browser ID, from _fbp cookie)
• client_user_agent
• client_ip_address

Metrikia hashes emails and phones automatically before send.

Step 3: Raise Event Match Quality

In Meta Events Manager, open your dataset > Diagnostics > Event Match Quality. Aim for Good or Great.

Impact if left unfixed

• Underreported Meta ROAS (Meta does not get your real conversions back)
• Diana cannot fairly compare Meta vs Google
• Meta automated optimizations (Advantage+) run blind