68% Drop in Cost Per Lead with Meta CAPI
The Challenge
A B2B SaaS company was struggling with Meta Ads after iOS 14 decimated their tracking. Reported conversions were down 60%, campaigns were optimizing on bad data, and CPL had tripled.
The Solution
Full Meta Conversions API implementation with server-side event matching. Deduplication logic to prevent double-counting. Rebuilt audiences using first-party CRM data hashed server-side. Restructured campaigns around high-quality signals.
The Result
Event Match Quality Score improved from 2.1 to 7.8. CPL dropped by 68% within 6 weeks of CAPI going live. Pipeline contribution from Meta increased 3x.
Quick Facts
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