Tracking project

Stabilizing Server-Side Tracking and Meta CAPI for MyPati.my to Recover Data Lost to ITP and Ad Blockers

Jason LeeBusiness Owner, MyPati.my

30‑day baseline: 283,511 total server requests via sGTM.

What was broken

  • 15.56% of container activity affected by tracking prevention (ITP) in the current billing window.
  • 13.71% TP impact and 4.09% ad‑block impact on ScriptLoad events, indicating blocked client resources.
  • Purchase events show 25% tracking prevention impact (n=12).
  • Login events heavily impacted by ad blockers (41.38% ad‑block rate; n=58).
  • ViewItem events impacted by ad blockers (30.88% ad‑block rate; n=272).
  • SignUp events impacted by tracking prevention (50% TP; small sample, n=6).

What we rebuilt

  1. Load tracking from the site's own subdomain so it is more resistant to ad blockers.
  2. Implement robust event_id deduplication and enrich Meta CAPI with fbp/fbc and hashed user parameters.
  3. Capture key commerce events server-side (ViewItem, AddToCart, BeginCheckout, Purchase) with parameter parity to client.
  4. Tune Safari click-ID recovery and link decoration to sustain first‑party identifiers.
  5. Set up validation workflows in Meta Events Manager and GA4 DebugView with automated anomaly alerts and a Looker Studio dashboard.

Before and after

Tracking screens from this project. Open either frame to enlarge.

Before
After

Results

  • 30‑day baseline: 283,511 total server requests via sGTM.
  • Recovered from ad blockers: 5,174 requests (1.82%).
  • Recovered from tracking prevention: 38,985 requests (13.75%), driven primarily by Safari.
  • Ad‑block recovery by browser: Safari 0.91%, Chrome 1.86%, Other (Brave/Edge/Firefox) 2.83%.
  • GA4 event counts observed: PageView 46,409; ScriptLoad 42,194; Other 37,285; ViewItem 272; BeginCheckout 73; Purchase 12; Login 58; ViewCart 9; SignUp 6.
  • Event‑level impact: Purchase 25% TP; Login 41.38% ad‑block; ViewItem 30.88% ad‑block; ScriptLoad 13.71% TP and 4.09% ad‑block; SignUp 50% TP (n=6).
  • Server‑side captured +3 additional Purchase events vs client‑only (23.08% lift).
  • Low bot rates: GA 0.06% and Other 0.12%.

Delivery path

  1. Audit & Triage. Review the current sGTM server, clients, and Meta CAPI mappings. Identify event gaps and ad-block/ITP exposures.
  2. Server Container Hardening. Validate server-side hosting, confirm tracking loads from the site's own subdomain, and optimize caching and header policies.
  3. Meta CAPI Enrichment & Deduplication. Map web and server events with robust event_id strategy, add fbp/fbc and enhanced matching.
  4. Identity Signals. Turn on Safari click-ID recovery where applicable so ad click cookies survive ITP.
  5. QA, Monitoring & Reporting. Validate events in Meta Events Manager and GA4 DebugView, set up Looker Studio dashboards and anomaly alerts.

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