Meta Pixel & CAPI Grader.
15 questions across install, events, CAPI, match quality, deduplication and consent — score out of 100 with a fix list.
This grader scores Meta Pixel and Conversions API setup across 15 questions covering install, events, CAPI, event match quality, deduplication and consent, returning a score out of 100 with a prioritized fix list.
Running Pixel and CAPI together with proper deduplication recovers signal that browser-side Pixel alone now misses to ad blockers and iOS restrictions.
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Frequently asked questions
What is CAPI and why does it matter alongside the pixel?+
The Conversions API (CAPI) sends event data directly from your server to Meta rather than relying solely on the browser-side pixel, which is increasingly blocked by ad blockers, browser privacy features and iOS restrictions — running both together (with proper deduplication) recovers signal the pixel alone misses.
What is event match quality (EMQ)?+
EMQ is Meta's score of how well your sent events can be matched to real Facebook/Instagram users, based on the customer parameters you include (email, phone, name, etc., all hashed) — higher EMQ generally improves optimisation and attribution accuracy.
What is event deduplication and why is it critical?+
When both the pixel and CAPI send the same event (e.g. a purchase), Meta needs an event ID to recognise them as one event rather than two — without correct deduplication, you risk double-counted conversions that inflate reported results and distort optimisation.
Does this tool check my actual pixel installation?+
No — this is a self-assessment scorecard based on what you already know about your setup. For a technical check of your actual live implementation, use Meta's Events Manager diagnostics directly.
What's a good score on this grader?+
80+ generally indicates a solid technical foundation; below 60 usually means there's a concrete, fixable gap (commonly missing CAPI, poor EMQ, or no deduplication) that's actively degrading your ad optimisation and reporting accuracy.
What is CAPI and why does it matter alongside the pixel?
The Conversions API (CAPI) sends event data directly from your server to Meta rather than relying solely on the browser-side pixel, which is increasingly blocked by ad blockers, browser privacy features and iOS restrictions — running both together (with proper deduplication) recovers signal the pixel alone misses.
More questions (4)
What is event match quality (EMQ)?
EMQ is Meta's score of how well your sent events can be matched to real Facebook/Instagram users, based on the customer parameters you include (email, phone, name, etc., all hashed) — higher EMQ generally improves optimisation and attribution accuracy.
What is event deduplication and why is it critical?
When both the pixel and CAPI send the same event (e.g. a purchase), Meta needs an event ID to recognise them as one event rather than two — without correct deduplication, you risk double-counted conversions that inflate reported results and distort optimisation.
Does this tool check my actual pixel installation?
No — this is a self-assessment scorecard based on what you already know about your setup. For a technical check of your actual live implementation, use Meta's Events Manager diagnostics directly.
What's a good score on this grader?
80+ generally indicates a solid technical foundation; below 60 usually means there's a concrete, fixable gap (commonly missing CAPI, poor EMQ, or no deduplication) that's actively degrading your ad optimisation and reporting accuracy.
Why pixel-only setups quietly under-report performance
This grader scores all five areas together —
- pixel install completeness,
- standard event coverage,
- CAPI/server-side implementation,
- event match quality inputs,
- and deduplication/consent handling
Fixing what this grader surfaces is core to Meta Ads account management. For the tracking side of a related channel, see the WhatsApp click tracking guide and offline conversion imports guide.
— because a strong score in one area doesn't compensate for a gap in another; a perfectly installed pixel with no CAPI still misses the same blocked-browser traffic, and CAPI with no deduplication just creates inflated, unreliable numbers instead of better ones.
Part of the paid media toolkit: one of 14 free tools organised by workflow stage — plan the budget, forecast the CPL, check the creative, verify tracking, audit the report.
A pixel installed years ago and never revisited is one of the most common gaps we find auditing Meta accounts
— browser-side tracking alone has degraded steadily as ad blockers, iOS privacy restrictions and browser-level tracking prevention have expanded, meaning a pixel-only setup can be silently missing a meaningful share of real conversions.
- The Conversions API (CAPI) sends the same event data server-side, which is far more resilient to client-side blocking, but only delivers its full value when paired with correct event deduplication (so the same purchase isn't counted twice) and strong event match quality (so Meta can actually attribute the event to a real person).
- Cite this
- shakalakaa (Plixitt Solutions). “Meta Pixel & CAPI Setup Grader (Free).”
- https://shakalakaa.my/tools/pixel-capi-checker · Updated 2026-10-15
- Licensed under CC BY 4.0.