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Коэффициент отказов ATT застыл на уровне около 25%, ограничения отслеживания в браузере расширяются, время жизни cookie сократилось. Результат: конверсионный сигнал от пикселя недостаёт на 40-60% в неделю. Алгоритм Meta «ослепнет», оптимизация ROAS нарушается. Conversion API (CAPI) уже не опция — при правильной настройке компенсирует потерю сигнала на 80%.",{"type":33,"tag":41,"props":42,"children":44},"h2",{"id":43},"точка-в-которой-работает-meta-capi",[45],{"type":38,"value":46},"Точка, в которой работает Meta CAPI",{"type":33,"tag":34,"props":48,"children":49},{},[50,52,59],{"type":38,"value":51},"Meta CAPI — не замена пикселю, а дополнение. Пиксель отправляет данные с клиента через браузер, CAPI — с сервера на стороне сервера. Они работают параллельно, дедупликация происходит на стороне Meta. Для дедупликации каждому событию нужно присвоить один и тот же ",{"type":33,"tag":53,"props":54,"children":56},"code",{"className":55},[],[57],{"type":38,"value":58},"event_id",{"type":38,"value":60}," — Meta обрабатывает одну и ту же конверсию от пикселя и CAPI как один сигнал.",{"type":33,"tag":34,"props":62,"children":63},{},[64],{"type":38,"value":65},"CAPI даёт три критических преимущества: (1) Работает независимо от ограничений отслеживания браузера — iOS ATT, ITP, блокировка cookie — всё обходится. (2) На стороне сервера можно добавить данные first-party, которые есть у вас — email-хеш из CRM, телефон, адрес и другие PII повышают качество соответствия событий (EMQ). (3) Окно конверсии можно расширить — пиксель ограничен 7 днями, с CAPI можно ловить конверсии до 28 дней.",{"type":33,"tag":34,"props":67,"children":68},{},[69],{"type":38,"value":70},"EMQ — это мера того, насколько хорошо Meta связывает событие с правильным пользователем. 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Это серверный контейнер Google Tag Manager — перехватывает события с клиента, делает трансформацию и отправляет параллельно в Meta CAPI, GA4, TikTok Events API.",{"type":33,"tag":34,"props":83,"children":84},{},[85,87,93,95,100,102,107],{"type":38,"value":86},"Архитектура работает так: (1) Клиентский GTM перехватывает событие в браузере (",{"type":33,"tag":53,"props":88,"children":90},{"className":89},[],[91],{"type":38,"value":92},"dataLayer.push",{"type":38,"value":94},"). (2) Клиентский контейнер отправляет событие POST на endpoint sGTM. (3) sGTM контейнер получает событие, обогащает данные (читает серверные cookie, подтягивает данные из CRM), добавляет ",{"type":33,"tag":53,"props":96,"children":98},{"className":97},[],[99],{"type":38,"value":58},{"type":38,"value":101}," для дедупликации. (4) Meta CAPI tag отправляет событие в Meta HTTP POST запросом. 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Ежемесячные затраты в зависимости от трафика: $50-500.",{"type":33,"tag":123,"props":124,"children":126},"h3",{"id":125},"логика-дедупликации",[127],{"type":38,"value":128},"Логика дедупликации",{"type":33,"tag":34,"props":130,"children":131},{},[132,134,139,141,147,149,155,157,163],{"type":38,"value":133},"Стратегия создания ",{"type":33,"tag":53,"props":135,"children":137},{"className":136},[],[138],{"type":38,"value":58},{"type":38,"value":140}," для дедупликации критична. Не используйте случайный UUID — одно и то же событие, пришедшее с клиента и сервера, должно иметь одинаковый ID. Best practice: детерминированный хеш вида ",{"type":33,"tag":53,"props":142,"children":144},{"className":143},[],[145],{"type":38,"value":146},"{user_id}_{event_name}_{timestamp_rounded_to_minute}",{"type":38,"value":148},". 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Если не округлять timestamp до минут, разница в миллисекундах сломает дедупликацию.",{"type":33,"tag":41,"props":171,"children":173},{"id":172},"поднять-event-match-quality-до-9",[174],{"type":38,"value":175},"Поднять Event Match Quality до 9",{"type":33,"tag":34,"props":177,"children":178},{},[179],{"type":38,"value":180},"Если EMQ остаётся низким, атрибуция неправильная. В Meta Events Manager видно EMQ каждого события. Если ниже 6 — нужно срочное вмешательство. 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