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meta-capi-and-events

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Use this skill when wiring the Conversions API and funnel events — feeding MQL/SQL signal back so Meta optimizes for qualified pipeline, not form-fills.

skills/ivan-falco/meta-capi-and-events/SKILL.md

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# Meta Conversions API (CAPI) & Events - B2B SaaS

Best practices for sending conversion data to Meta via the Conversions API: event hierarchy, CRM vs middleware, deduplication, and Event Match Quality. Use this when setting up or auditing CAPI, choosing between HubSpot native and n8n, or improving event match quality.

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## Best Option for B2B SaaS: CRM to CAPI (with Pixel)

- **Source of truth:** Your CRM (HubSpot, Salesforce, etc.).
- **Conversion events:** CRM **lifecycle stages** (Lead, MQL, Opportunity, Customer), not only a single "Lead" from the site.
- **Sending:** **Server-side** via Conversions API from the CRM (or from a system that has the same CRM data).
- **Redundancy:** Use **both** the Meta Pixel (browser) and CAPI (server) for the same conversion where possible, with **deduplication** so Meta counts it once.

This gives optimization on real pipeline (opportunity/customer), resilience to iOS/ad blockers, and a proper offline conversion loop: Meta lead to CRM to stage changes to CAPI back to Meta.
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