Skip to content

Meta Conversions API Integration

Send Meta the conversions your browser Pixel misses.

We set up the Meta Conversions API alongside your Pixel, deduplicate events correctly, and test everything in Events Manager, so your campaigns can learn from more complete conversion data.

Book a Tracking Audit
Analytics chart of matched browser and server events on a laptop

What is the Meta Conversions API?

The Meta Conversions API (CAPI) is a way to send website events, such as purchases and leads, from your server directly to Meta, alongside the browser-based Meta Pixel. Because it does not rely only on the browser, it can capture events that ad blockers or browser limits stop the Pixel from sending. Our Conversions API guide explains it step by step.

Who it is for
Online stores and lead-generation businesses running Meta Ads that want more complete conversion tracking.
A typical first project
A tracking audit plus CAPI for your key events, usually purchase or lead, deduplicated with the Pixel and verified in Events Manager.

What Meta Conversions API includes

  • Tracking audit

    We check which events fire today, which are missing or duplicated, and what your Events Manager diagnostics show.

  • Choosing the right setup

    A built-in platform integration, the Conversions API Gateway or a custom server integration, chosen for your platform, budget and skills.

  • Event deduplication

    Browser and server events share the same event name and event ID, so Meta counts each purchase or lead once.

  • Customer information parameters

    Hashed details such as email and phone sent where you have a lawful basis and consent, to help Meta match events to people.

  • Testing and verification

    Every event is checked with the Test Events tool before and after launch, and we document what was set up.

  • Ongoing monitoring

    Checks after site or platform changes, which are the most common reason tracking quietly breaks.

See why the Pixel and CAPI work together.

A shopper buys from a fictional store. Switch on browser blocking to see what still reaches Meta. This is a simplified illustration, not a live connection.

Shopper completes a purchaseOrder 1042, illustrative
Meta Pixel (browser)Sends Purchase with event ID order-1042Received
Conversions API (your server)Sends Purchase with event ID order-1042Received

Both events arrive. Matching event IDs mean Meta counts 1 purchase, not 2.

Simplified server event

{
  "event_name": "Purchase",
  "event_id": "order-1042",
  "action_source": "website",
  "user_data": {
    "em": ["<hashed email>"]
  },
  "custom_data": {
    "currency": "USD",
    "value": 48.00
  }
}

Customer details are hashed before sending and only shared where you have consent and a lawful basis.

How Meta Conversions API works

  1. 1

    Audit events

    We list the actions that matter, such as purchases, leads and bookings, and check how each is tracked now.

  2. 2

    Pick the method

    We recommend the simplest reliable setup for your platform and explain any hosting costs.

  3. 3

    Implement and deduplicate

    Server events are added with matching event IDs so nothing is double counted.

  4. 4

    Test and hand over

    We verify events in Events Manager and give you a short record of the setup.

What this depends on

We would rather be clear now than surprise you later. Results and scope vary with:

  • Your website platform, such as Shopify, WooCommerce or a custom site
  • Access to your Business Portfolio, Events Manager and website
  • Your privacy policy and consent setup
  • Hosting costs if a Gateway or server container is used

We do not guarantee specific business results.

Meta Conversions API: common questions

No. Meta recommends using both. The Pixel tracks in the browser and the Conversions API sends events from a server, and deduplication stops them being counted twice.

It can help Meta receive more complete conversion data, which supports measurement and optimization. It does not guarantee better results on its own.

It must be set up responsibly: send only what you need, hash customer details, honor consent, and describe the tracking in your privacy policy. We are not lawyers, so check your obligations with one.

Both platforms offer official Meta integrations that can send server events once connected and configured. Custom sites need the Conversions API Gateway or a direct server integration. In every case, test the events and check deduplication in Events Manager.

When the Pixel and the Conversions API both report the same action, Meta uses the shared event name and event ID to keep one copy, so a purchase is not counted twice.

Meta does not charge to use the API. Costs come from setup time and, for some methods such as the Conversions API Gateway or a server container, cloud hosting fees. We explain these before starting.

Guides on Meta Conversions API

Related services

Scale Your Business. Think Beyond.

Talk through your meta conversions api integration project.

Tell us about your business and what you would like to improve. We will reply with honest next steps, including when AI is not the right answer.

Book a Tracking AuditSee all services