Tracking Architecture
From browser to server, from registration to FTD to LTV — build a complete data pipeline where every ad dollar is fully accountable.
99.2%
Data Accuracy
8.5+
EMQ Score
2M+
Monthly Events
-35%
CPA Reduction
Pixel + CAPI Dual Tracking
Why browser-only tracking is no longer enough
The Pixel-Only Problem
Browser-side tracking faces unprecedented challenges
- Ad blockers block 30%+ of Pixel events
- Safari ITP limits cookies to 7 days
- iOS 14.5+ ATT crashed user match rates
- Browser privacy policies keep tightening
CAPI Server-Side Rescue
Send events directly from your server, bypassing browser limitations
- Server-to-server transmission, immune to blockers
- First-party data sent to Meta, 40% better match rate
- Event deduplication prevents double counting
- Custom params: deposit_amount, player_tier
Postback & FTD Attribution
Real ROAS starts with first-deposit tracking
What is Postback?
A mechanism where the operator backend actively sends conversion data to the tracking system.
- Real-time FTD event callbacks
- Server-to-Server protocol support
- Custom callback params & delay settings
- Anti-fraud verification layer
FTD Tracking Flow
Complete journey tracking from ad click to first deposit.
- Ad Click -> LP -> Registration -> FTD
- Click ID persists across entire funnel
- Real-time matching: ad source to deposit amount
- Deferred attribution (7-day / 28-day windows)
Real ROAS vs Vanity Metrics
Stop measuring registrations. Measure deposits and lifetime value.
- FTD ROAS: ad spend vs total first deposits
- Net Revenue ROAS: after bonus deductions
- Breakdown by ad set, creative, audience
- Daily / weekly automated reporting
EMQ Score Optimization
Event Match Quality directly impacts ad delivery and CPA
- Pixel events only
- Missing hashed email / phone
- No external_id matching
- fbclid frequently lost
- Pixel + CAPI deduplicated
- SHA-256 hashed PII — all fields
- external_id + fbclid + fbc triple match
- IP + User Agent assisted matching
Data Enrichment
Collect email, phone, country at registration. SHA-256 hash and send alongside events.
Identity Stitching
Bind browser-side fbclid to server-side user ID via external_id for cross-device matching.
Event Deduplication
Generate unique event_id for each event. Pixel and CAPI share the same ID — Meta deduplicates automatically.
Continuous Monitoring
Weekly EMQ dashboard review. Investigate and fix low-match-rate events individually.
LTV ROAS Reporting
Beyond FTD — redefine ad returns with player lifetime value
D1 / D7 / D30 Retention
Track revisit frequency and active days by player cohort
Player LTV Curve
Cumulative net revenue from FTD to Day 90, segmented by channel
LTV:CAC Ratio
Lifetime value to customer acquisition cost ratio — target > 3:1
Cohort Analysis
Group by registration week/month, compare player quality over time
Reporting & Automation
- Automated daily / weekly reports via Telegram
- LTV breakdown by ad set, creative, geo
- Budget reallocation recommendations (LTV-driven)
- Anomaly alerts: CPA spikes, retention drops in real time
- Google Sheets / Looker Studio integration
- Custom dashboards & KPI tracking
Let Data Do the Talking
Free 30-minute architecture audit — we find your tracking blind spots and build a complete data pipeline.
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