Meta CAPI, Google and TikTok. Conversion tracking, compared.
Compare conversion tracking across Meta, Google and TikTok: what each system sends, where deduplication matters and how to validate your data. Server-side delivery does not replace user consent or guarantee recovery of every missing event.
Compare systems ↓What actually differs
| Criterion | Meta CAPI | Google Enhanced Conversions | TikTok Events API |
|---|---|---|---|
| Purpose | Website, app, CRM or offline events for Meta Ads. | Supplement Google Ads measurement with customer data, including hashed email or phone. | Website, app, CRM or offline events for TikTok Ads. |
| Delivery | Server / partner integration; Meta recommends Pixel alongside CAPI for web events. | Google tag, Data Manager or API; not every implementation is fully server-side. | Server / partner integration; websites can combine Pixel and Events API. |
| Duplicates | For one event, Pixel eventID must match CAPI event_id, and its event name must match event_name. | Method-specific rules. Data Manager API online events use transactionId within the same conversion action. | When the same event arrives through Pixel and API, align event_id and event name. |
| Matching data | Permitted customer and event parameters under Meta rules; hash where the platform requires it. | First-party customer data; normalization and SHA-256 according to the integration method. | Permitted parameters under TikTok rules; do not copy a Meta payload without adapting it. |
| Validation | Events Manager: test events, diagnostics, deduplication and parameters. | Enhanced conversions diagnostics, conversion-action status and reconciliation with actual purchases. | Events Manager: test events, diagnostics and deduplication. |
| Consent | Consent, applicable law and Meta terms still apply. | Google customer data policies and consent settings still apply. | Consent, applicable law and TikTok terms still apply. |
| Outcome | An additional signal source for Meta; no guaranteed sales increase. | Supplementary measurement, not an automatic fix for every conversion. | An additional signal source for TikTok; no guaranteed full data recovery. |
Your channel determines the system
Start with the event, not the API
Define Purchase or Lead, where its value comes from and which backend record is the source of truth. Then choose integrations for the channels you advertise on.
One architecture, different rules
The data map and consent management can be shared. Event names, parameters, identifiers and diagnostics must follow each platform’s rules. GTM Server-Side is an implementation approach, not a replacement for these systems.
Validate tracking after launch
Do not judge the setup solely by Event Match Quality or a green integration status. Matching quality does not prove that purchase counts, value or consent are correct.
- Define the source of truth for purchases, value and currency; separate test orders.
- Check the event map and behavior when consent is granted or denied.
- Compare event names, time, identifiers and parameters across browser and server delivery.
- Deduplicate only the same event; Meta, Google and TikTok use different rules.
- Reconcile purchases and value with the backend over the same period; distinguish event delivery from advertising attribution.
Hashing is not anonymization. Server-side delivery does not bypass ATT, user choices or platform policies. A technical review is not legal advice. Since April 2026, Google has been unifying enhanced conversions for web and leads in one setting: do not apply the old “one method only” rule without checking current documentation.
Conversion tracking questions
Do I need all three systems?
Only if your business uses all three advertising platforms and has relevant events. One channel does not require integrations for the other platforms.
Does Meta CAPI replace the Pixel?
For web events, Meta recommends CAPI alongside the Pixel. If one event is sent twice, align eventID / event_id and event name, then verify deduplication.
Is Google Enhanced Conversions fully server-side?
Not always. Google supports Google tag, Data Manager and API methods. Enhanced Conversions supplements measurement with first-party customer data; delivery depends on the integration.
How do I avoid counting one purchase twice?
For Meta and TikTok, align the identifier and name of the same event across browser and API. For Google, check the specific method’s rules; Data Manager API uses transactionId within the same conversion action.
Do APIs bypass ad blockers and ATT?
Server-side delivery relies less on browser JavaScript but does not remove consent, ATT or platform rules. Full signal recovery is not guaranteed.
How much does implementation cost?
Scope depends on your website platform, checkout, CRM, consent management, events and available integrations. Start with a data map and technical review; a universal price or hour estimate would be inaccurate.
Check your advertising signals
Discuss your website, channels and available data. Agree what needs checking: events, values, duplicates and consent settings.
Discuss your tracking →