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Expense Management
Pipeline Intelligence
21% more conversion events.
Server-side tagging plus Meta's Conversions API rebuilt Payhawk's tracking from the ground up.
21%
more conversions
58%
more PageView events
1
direct data link to Meta
The company
About Payhawk.
Payhawk is a spend management platform that helps finance teams control company spend through corporate cards, expense management, and accounts payable in one product. The product sits inside the spend management and expense automation category — alongside Brex, Ramp, and Spendesk — and competes on its multi-entity, multi-currency support and its strength in mid-market and enterprise European deployments.
The buyer is the finance and procurement leadership: CFO, head of finance, controller, procurement lead. The sales motion targets growing mid-market and enterprise organizations operating across multiple geographies, with strong demand from finance teams seeking unified spend visibility.
The problem
The problem.
Payhawk faced challenges with Meta Pixel conversion tracking. Regulatory changes, ad-blockers, and technical issues caused underreporting of conversions, leading to incomplete data and potential inaccuracies in marketing efforts. Without reliable signal, the bid algorithms couldn't optimize effectively — and the marketing team was operating on partial truth.
The work
What we built.
Payhawk implemented Meta's Conversions API and server-side tagging through Google Tag Manager. This overcame many limitations of client-side tracking and ensured more complete and accurate reporting. The implementation required setting up a server-side environment on Google Cloud Platform, configuring GTM, and integrating with the Conversions API. Starting with stakeholder interviews and an audit of the existing Meta Pixel setup, we configured the server-side GTM to send data to Meta via the Conversions API, creating a direct link between Payhawk's marketing data and Meta's systems.
The outcomes
What changed.
21%
more Conversion Events.
Conversion event capture rose 21% (Meta Pixel + Conversions API vs Pixel alone).
58%
more PageView events.
PageView event capture rose 58% as server-side tagging bypassed ad blockers and tracking gaps.
1
direct data link to Meta.
A direct server-to-server data pipeline replaced the leaky client-side tracking layer.
The customer voice
In their words.
“Partnering with VertoDigital helped us completely reimagine our conversion tracking infrastructure. By implementing Meta's Conversions API via server-side tagging, we not only addressed long-standing data gaps but also unlocked significantly more reliable performance insights — allowing us to optimize campaigns with far greater precision.”
Avgustina Dobreva
Director of Performance Marketing, Payhawk
The services
Services behind the work.
Service 01
Pipeline Intelligence
Server-side GTM environment on GCP, Meta Conversions API integration, complete tracking rebuild.
Free · 5 business days · No commitment
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