The Conversions API (CAPI) is Meta's tool for sending conversion events from your server or platform straight to Meta. Events include purchases, leads and sign-ups. It works alongside the Meta Pixel, so Meta can match more conversions to ads and optimize with fuller data.
Conversions API, Meta Pixel and server-side tracking
| Term | Where events come from | What it is |
|---|---|---|
| Meta Pixel | The visitor's browser | JavaScript code on your website |
| Conversions API | Your server, platform, app or CRM | Meta's API that receives those events |
| Server-side tracking | A server you or a partner control | The general method. The Conversions API is Meta's endpoint for it |
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Meta's developer docs describe the Conversions API as a connection between your marketing data and the systems that optimize targeting, lower cost per result and measure outcomes. It accepts website, app, offline and business messaging events.
Server events are linked to a dataset ID. Meta processes them like Pixel events, so they can feed measurement, reporting and optimization.
Meta recommends a redundant setup: send the same events from the browser and the server. Meta deduplicates them when the event name and event_id match, and generally keeps the event it received first. If you already run a Pixel, Meta says to use the same Pixel ID for browser and server events.
Setup options
Meta compares the setup options by cost, time and the resources they need:
| Option | Cost | Time to set up | What you need |
|---|---|---|---|
| Meta-enabled Conversions API (web only) | Free | One click | A Meta Pixel |
| Commerce platform, such as Shopify, WooCommerce, Wix or BigCommerce | No additional cost | A few clicks | A store on that platform |
| Partner, such as Google Tag Manager, Adobe or Tealium | Depends on the partner | Depends on the partner | An account with the partner |
| Direct integration | Your development and maintenance costs | 2 to 4 weeks for a new integration | A developer |
App events and physical store events need a direct integration for now. For server setups beyond these, see Conversions API Gateway vs Signals Gateway.
How to check it works
- In Events Manager, check that each key event arrives from both the browser and the server.
- Send a test event and confirm Meta receives it before you rely on the data.
- Check that browser and server events for the same action share one event_id, so purchases aren't counted twice.
- Check Event Match Quality. Meta scores it from 0 to 10 for Conversions API website events, based on the last 48 hours.
- Compare purchases in Events Manager with orders in your store for the same days.
If counts look doubled, the event_id is missing or differs between browser and server. If match quality is low, send more of the customer information parameters Meta lists for each event.
Example. A Shopify store connects the Conversions API through its commerce platform integration in a few clicks. Purchases now arrive from the browser and the server with the same event_id. Events Manager shows one purchase per order, and the team checks Event Match Quality each week.
In Madgicx. Madgicx tracking sends your conversions to Meta from the server, so Meta gets more of the data it optimizes on.
FAQ
What is the Conversions API used for?
The Conversions API is used to send conversion events from your server to Meta. Meta uses them for ad optimization, targeting and measurement, the same way it uses Pixel events.
Do I still need the Meta Pixel if I use the Conversions API?
Yes, in most cases. Meta recommends a redundant setup that sends the same events from the Pixel and the Conversions API, then deduplicates them.
Is the Conversions API free?
Yes, the Meta-enabled Conversions API is free, according to Meta. A direct integration costs developer time, and partner integrations cost whatever the partner charges.
Do I need a developer to set up the Conversions API?
No, not always. Meta says many Conversions API integrations don't require a developer, including the one-click Meta option and commerce platforms. A direct integration does.
How do I know if the Conversions API is working?
The Conversions API is working when Events Manager receives your key events from the server as well as the browser, deduplicated. Then check Event Match Quality and compare purchases with store orders.
Related
- In depth: Facebook Conversions API guide and Facebook Pixel events
- Answer: Why are my Facebook ads not converting?
Sources
- Conversions API overview, Meta for Developers
- Get started with the Conversions API, Meta for Developers
- Meta's developer page on deduplicating Pixel and server events, Meta for Developers
- About Conversions API, Meta Business Help Center
- Compare Conversions API setup options, Meta Business Help Center
- Meta's help page on Event Match Quality, Meta Business Help Center
