---
title: "Payhawk Case Study | 21% more conversion events | VertoDigital"
description: "Payhawk's server-side tagging plus Meta Conversions API rebuilt tracking from the ground up. 21% more conversion events, 58% more PageView events."
url: "https://vertodigital.com/case-studies/payhawk"
image: "https://vertodigital.com/images/site/og-default.png"
---

# 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

 [Get Your Free Pipeline Assessment](https://vertodigital.com/assessment) [See all case studies](https://vertodigital.com/case-studies) 

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.

 

At a glance

 Industry Expense Management (FinTech) Engagement Pipeline Intelligence Timeframe Implementation + ongoing 

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.

 

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Free · 5 business days · No commitment

 

## See whether your pipeline could move like this.

 

The Pipeline Assessment is the same diagnostic we ran with Payhawk before the engagement. 5 business days. 30 minutes of your time. Yours to keep.

 [Get Your Free Pipeline Assessment](https://vertodigital.com/assessment)