Meta Ads management with the Conversions API set up properly
I run Facebook and Instagram campaigns for e-commerce and lead-generation businesses, and I make sure the pixel and Conversions API send Meta clean, deduplicated purchase data before your budget goes into optimization.
The problem you're seeing
Events Manager reports more purchases than you had, or far fewer. Advantage+ campaigns spend the budget but you can’t tell which creative is doing the work. ROAS in Ads Manager looks fine while the bank account disagrees.
Meta’s delivery system optimizes toward the events you send it. When those events are duplicated, missing customer data or firing on the wrong pages, it learns from the wrong signal.
Why it happens
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Pixel and Conversions API both sending purchases without a shared event ID, so Meta can’t deduplicate them.
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Low event match quality because hashed customer details aren’t sent with purchases.
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Campaigns optimizing for add to cart or landing page views when the budget could support purchases.
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Creative left running long after it stopped working, with no plan for testing new angles.
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Ads Manager attribution taken at face value instead of being checked against real orders.
What I do
01
Audit the pixel and Conversions API: deduplication, event match quality, and which events fire where.
02
Fix the tracking so Meta receives one clean purchase per order with the customer data it needs.
03
Set up a campaign structure around your margins and audiences, using Advantage+ where it fits and manual campaigns where you need control.
04
Run a steady creative testing cycle with you: new concepts, a clear hypothesis for each, and spend moved toward what works.
05
Report monthly against your actual orders or leads, next to Meta’s own numbers, so the gap is visible and explained.
What you get
Campaigns that learn from clean purchase or lead data, a creative test log showing what was tried and what won, and a monthly report that reconciles Ads Manager with your own sales.
Who this is for
Stores and lead-generation businesses running Facebook and Instagram ads that have outgrown boosted posts, and owners who no longer trust the numbers in Ads Manager.
Questions I get asked
Do you make the ad creative?
I plan the tests and write the briefs and copy. For design and video I work with your designer or your existing assets.
Should I use Advantage+ campaigns?
Often yes for stores with enough purchase volume and a clean catalog, because the automation needs data to work with. With low volume or a need for tight control, I start with a simpler manual structure.
Why does Ads Manager show more sales than my store?
Usually a mix of attribution settings that count view-through conversions and duplicate events from the pixel and Conversions API. I fix the duplicates and report both numbers so the difference is explained.
Who owns the ad account?
You do. I work through access you grant from your Meta business account, and you can remove it at any time.
Start with what you can measure.
Tell me what you want to improve and what you’ve already tried. I’ll reply with what I’d look at first and whether I’m the right person for it.