Meta Conversion Tracking (Pixel + Conversions API)

What it does

Interview-driven setup of Pixel, client standard events, server-side Conversions API, and the custom conversions Meta optimizes toward, with correct event deduplication between Pixel and CAPI.

When to use it

• Starting a new Meta Ads account that has no tracking configured yet.
• You suspect the Pixel and server are counting the same event twice.
• You need to define which custom conversion Meta should optimize toward before launching campaigns.

Steps

1. Interview the user about their site, CRM, and key business events.
2. Confirm or set up the Pixel and Dataset ID to use (BYO, never fabricate credentials).
3. Configure browser standard events for key funnel actions.
4. Configure server-side sending via Conversions API for the same events.
5. Implement deduplication with a shared event_id between Pixel and CAPI.
6. Create the custom conversions Meta should optimize toward and confirm with the user.
7. Verify in Events Manager that there are no duplicates before closing out the setup.

The skill

---
name: meta-ads-conversion-tracking
description: Set up Meta Pixel plus server-side Conversions API tracking with event deduplication, interview-driven and BYO credentials.
---

# Meta Conversion Tracking

## 1. Purpose
Leave a Meta Ads account with reliable tracking before any budget is spent.

## 2. Initial interview
Gather info on the site, CRM, and relevant business events before touching configuration.

## 3. Credentials
Always use the Pixel ID and Dataset ID provided by the user; never fabricate credentials.

## 4. Browser events
Configure standard Pixel events for key funnel actions.

## 5. Server-side events
Send the same events via Conversions API to cover browser signal loss.

## 6. Deduplication
Share the same event_id between Pixel and CAPI so Meta never double-counts.

## 7. Custom conversions
Define together with the user which conversion Meta should optimize toward.

## 8. GoHighLevel angle
Fire the server-side event from GHL workflows when a lead advances in the pipeline, so Meta sees real business conversions, not just clicks.

For Claude Code, save it as ~/.claude/skills/meta-ads-conversion-tracking/SKILL.md. In Cursor, ChatGPT or another assistant, paste it as project instructions.