Meta Business Manager Rebuild and Conversions API Wiring

Four weeks, and we call the rebuild finished when your primary conversion event holds an event match quality of 7.0 or better in Events Manager on live traffic. Not on test events, and not on launch day, but three weeks after it, when the traffic mix has stopped flattering us. What gets rebuilt, in order: Ownership first. Most accounts we inherit have the dataset owned by a former agency, the domain verified under somebody else's portfolio, and a catalogue sitting in a personal Commerce Manager belonging to a marketer who left in 2023. Nothing downstream is worth doing until those three assets sit in a portfolio you own, with partner access granted outward rather than employee access granted inward. Then domain verification, business verification, two-factor enforced on every admin, and a written access matrix naming who can raise spend limits and who cannot. Then the dataset. One dataset for the business, not one per site and not one per agency relationship. Aggregated Event Measurement priority ordering is set deliberately rather than left in the order somebody happened to install: the eight slots ranked by what you actually optimise toward, with low-intent events at the bottom where an iOS conversion gets dropped instead of cannibalising the event that pays. How events reach Meta: Server-side Google Tag Manager in a container we deploy on Cloud Run in europe-west4, or Meta's Conversions API Gateway when there is no engineering time to spare. The Gateway is the weaker of the two and we say so before you pay for either. Browser and server events are deduplicated on a shared event_id and event_name. We send hashed email, phone in E.164, external_id, fbp and fbc, with click ID persistence for the people who arrive on a Monday and buy on a Thursday. Match quality is a function of which parameters you can lawfully collect, which makes this step and the consent step one conversation, not two. Consent, and what we will not do: Dutch cookie rules under article 11.7a of the Telecommunicatiewet, a TCF v2.2 consent platform, and consent state passed into the server container. We do not fire Conversions API events from your server for users who refused consent in the browser. It is the thing we are most often asked to do quietly, and the answer does not change with the size of the account. For refused users we configure the EU less-personalised-ads path instead, so those people still see advertising rather than vanishing from the plan. What you receive: A portfolio you own outright. The dataset and Conversions API live, with documented parameter coverage per event. A naming convention and UTM specification written to survive your next agency. A QA sheet that flags event volume drift week over week, so a broken deploy surfaces in days rather than at the quarterly review. A two-hour handover with whoever runs the account day to day; if that person is us, the handover is shorter. Not included: Creative production. Policy appeals. Recovering a disabled ad account or a restricted portfolio, which is a different problem with a different success rate and does not belong bundled into a setup fee. Media buying is a separate engagement. This one ends when the plumbing is verified. Who should not book this: Anyone hoping a new portfolio erases a policy history. Meta associates portfolios by domain, payment instrument and admin identity, so a clean rebuild on a flagged domain is a clean rebuild that gets flagged. And if nobody at your company can edit the tag container or stand up a webhook endpoint within four weeks, the schedule is fiction. We prefer to learn that on the first call rather than in week three.