Server-side CAPI via Stape: +62% events and −33% CPL

A financial service taking applications on its website. The Meta and TikTok pixels ran in the browser — and lost a sizeable share of conversions to ad blockers, Safari and iOS restrictions. The ad accounts saw fewer applications than there really were, and optimised on incomplete data.

Event delivery moved server-side through Stape: the browser sends the event to a first-party domain, and from there it goes to the Meta Conversions API and the TikTok Events API from the server.

• Deduplication: the same event from browser and server counts once.
• Events enriched with data the browser no longer hands over.
• One event schema for both platforms.

The ad accounts began receiving 62% more events — not new applications, but the ones that had been lost on the way. On complete data, cost per lead fell 33% and ROAS reached 4.8×.