How to set up AdRoll tag using server GTM
Your Meta Ads may drive leads — but are they driving real sales?
Especially when those sales happen offline — over the phone, in the CRM, or at the point of sale.
If Meta can’t track those events, it can’t optimize campaigns for revenue. That means missed conversions, underreported ROAS, and wasted ad spend.
The solution? Send your offline events — like qualified leads, purchases, or won deals — back to Meta using Conversions API.
Join Meta & Stape webinar to learn how to track offline conversions and close the loop between your ads and actual sales.
When: April 30th, 2025, at 5:00 PM CET.
00:00 - Intro
02:37 - How offline 1st-party data can boost your Meta Ads performance
05:13 - Track offline conversions in Meta with Conversions API for CRM
15:56 - How businesses increased campaigns performance by syncing CRM pipeline stages
18:45 - Which setup to choose: Gateway vs server-side GTM
20:15 - How Stape speeds up the process and minimizes errors
23:00 - Live demo: send offline conversion events to Meta using Stape apps
36:11 - Live demo: send offline conversion events to Meta using server-side GTM
Reserve your spot today! Turn Meta leads into revenue!
If you're sending events from both the browser and server-side using the same event ID, Facebook should normally deduplicate them - as long as the event IDs match exactly.
The first thing to check is whether the IDs are indeed identical. You’ve already done that in preview mode, so that’s great. Since the deduplication still isn’t happening, here are a few things to consider:
The key difference lies in control and flexibility.
With Stape or CAPI Gateway, you’re in full control of how tracking is configured. You can decide which events to send, how and when they fire, and what data is included in the payload. It’s entirely customizable to fit your tracking strategy.
On the other hand, Shopify’s native CAPI integration is a standardized, one-size-fits-all solution applied across all Shopify stores. It doesn’t allow you to customize event triggers or modify the data being sent. So while it’s easy to use, you lose visibility and control over your tracking behavior.
If you want transparency and flexibility, especially for advanced setups or marketing optimization, solutions like Stape or Gateway offer a much more powerful alternative.
CRM data is actually sent via the Conversions API (CAPI), so technically there’s no difference. Whether the data comes from a CRM, website, or another backend system, it’s all transmitted through CAPI - just different sources feeding into the same pipeline.
In cases where the sale happens well after the initial touchpoint, it’s true that the conversion may not be directly attributed to the original campaign, especially if it falls outside the attribution window set in your ad platform (e.g., 7 or 28 days).
However, this doesn’t mean the value is lost. First-party data still plays a critical role. By sending consistent, high-quality data (like CRM events or backend conversions) via the Conversions API, you're feeding your pixel with better signals. This helps platforms like Meta and Google optimize smarter, improve audience targeting, and ultimately raise the quality of future campaign performance, even if the original conversion isn’t credited to a specific ad.
For physical store conversion you can also enable ‘extended attribution upload’ setting in your Events Manager, enabling physical store conversions to be attributed within a 90 day window. Make sure to report these with action source = physical store.
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