How Centrum Air Increased Meta Conversions by 173%

Service: Meta Conversions API

Niche: Travel & Tourism

Region: Uzbekistan

Mariia Morozova

Senior Global Client Partner, GMP & Google Ads

The client

Centrum Air — Uzbekistan’s leading private airline, operating a modern fleet of 15 aircraft to 40+ global destinations.

The challenge

Centrum Air strives to measure the effectiveness of its Meta ad campaigns as accurately as possible. Given the declining reliability of cookie-based tracking due to browser privacy restrictions, it was important for the company to ensure reliable server-level transmission of conversion signals — in line with Meta’s recommendations for Conversions API setup.

The decision

Meta Conversions API was implemented on top of the existing Google Cloud infrastructure. The server-side integration enabled purchase events to be sent directly from a secure server environment, bypassing browser limitations. Event deduplication between the pixel and CAPI was configured in accordance with Meta Best Practices.

The results

The number of recorded conversions increased by 173% compared to pixel-only tracking. Event Match Quality reached a score of 9.3 out of 10, which positively impacted attribution accuracy and the quality of ad algorithm training.

+173%

additional conversions reported via CAPI vs pixel alone

1.7x

more purchase events captured server-side vs browser

+173%

additional conversions reported via CAPI vs pixel alone

1.7x

more purchase events captured server-side vs browser

Tatiana Larina

Digital Marketing

We already had a solid tracking setup in place, but with cookie restrictions tightening, the transition to Meta CAPI was the perfect upgrade. It’s a big step forward for our campaign optimization.