Full Answer

A CAPI setup for WooCommerce has four quality levers. Customer information parameters: email, phone (hashed SHA-256), first name, last name, city, postal code, and country. The more you send, the higher your Event Match Quality. Email alone typically scores 4–5 EMQ; email + phone + external_id reaches 7–9 EMQ. The fbclid parameter is critical — it's the direct link between a Facebook ad click and the conversion. Capture it on landing page arrival and store it in a cookie or session, then pass it server-side with the purchase event. Without fbclid, Meta relies on probabilistic matching.

Deduplication requires a consistent event_id on both the browser Pixel and the CAPI event — typically the WooCommerce order ID. Without deduplication, Meta counts every purchase twice, inflating conversions and making budget decisions based on false data.

Verification: Check Events Manager for server-received events under the 'Server' tab, verify EMQ scores, and confirm 'Match key' shows email and phone are being matched. A well-configured CAPI setup typically adds 15–30% more attributed conversions compared to Pixel alone.