SETTING UP META PIXEL AND CONVERSION API
FOR BIG BEN ENGLISH SCHOOL
The Osadchiy Agency team has completed a comprehensive setup of a conversion tracking system for the Big Ben English language school website. The main task is to ensure accurate collection of data on real leads and their correct transfer to Meta Pixel for advertising campaign optimization.
WHAT WAS AT THE START
The client approached us with a problem: Meta's advertising account was receiving incorrect conversion data. Some events were duplicated, while others were not recorded at all. Google Tag Manager contained outdated tags that sent fake Lead events without real user data.
This made it impossible to optimize campaigns effectively and led to inefficient budget allocation.
AUDIT OF CONVERSION POINTS
Before starting work, we conducted a detailed audit of the website and identified all lead collection points in accordance with the client's technical specifications:
● Contact forms in the header, footer, and on the website pages● Feedback form (call request button)● Binotel chat with the ability to leave contact details online and offline● Online tests to determine English proficiency● Quick course registration forms
Each point required an individual approach to integration.
TECHNICAL IMPLEMENTATION
Instead of the standard approach via GTM, we developed three custom PHP functions that provide hybrid event transmission — simultaneously via browser and server through the Conversion API.
Server transmission via CAPI ensures that conversion data reaches Meta even if the user has an ad blocker installed or has restricted cookies. The browser part ensures fast event recording and transmission of additional parameters.
A key element of the architecture is the deduplication mechanism. Each event receives a unique event_id, which is transmitted from both the browser and the server. Meta automatically recognizes duplicates and counts the conversion only once.
WORKING WITH USER DATA
To improve attribution quality, we have configured the transfer of hashed contact data: phone number, first name, and last name.
All data undergoes normalization (Ukrainian phone format 380...) and SHA256 hashing before being sent. This complies with privacy requirements and allows Meta to more accurately match conversions with users.
Additionally, _fbp and _fbc cookies are transferred to improve the attribution of ad clicks.
INTEGRATION WITH BINOTEL
Special attention was paid to the Binotel chat. Since the widget works on the client side and stores data in localStorage, we developed a mechanism for intercepting events via dataLayer and validating contact details before sending them to the pixel.
RESULT
After implementation, the Big Ben website correctly records all genuine leads from all communication channels.
Deduplication works consistently — each conversion is counted once.
Advertising campaigns receive high-quality data for optimization, allowing Meta algorithms to find potential customers more effectively.
DO YOU HAVE A SIMILAR PROBLEM?
Incorrect conversion tracking is not just a technical error. It's money you're throwing away on ineffective advertising every day.
WHAT WE CAN DO FOR YOU: