Performance marketing playbook
Field notes for better paid-traffic funnels.
CAPI, attribution, multi-step funnels and lead quality. Practical implementation notes for marketers who care about qualified CPL, not vanity form fills.
Facebook CAPI for form submissions: a complete server-side guide
How to send Lead events to Meta via the Conversions API, with eventId deduplication, hashed user data and zero browser tracking. Practical implementation for performance marketers.
How to qualify leads before a sales call
A practical funnel structure for qualifying inbound leads by fit, budget, urgency and problem before they reach a sales call or booking link.
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How multi-step funnels can lower CPL on paid traffic
A practical explanation of how multi-step lead funnels can reduce cost per qualified lead when they improve mobile UX, intent capture, routing and ad-platform signals.
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How to capture gclid and fbclid on lead forms
A practical guide to capturing Google Ads gclid, Meta fbclid and UTM parameters on lead forms, then sending them to your CRM without losing attribution.
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EventId deduplication between Pixel and Conversions API
Why duplicate Lead events distort your Meta Ads bidding, and how to deduplicate Pixel and CAPI properly. The eventID rules, common pitfalls, and a verification checklist.
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