The Conversions API Gateway is Meta's self-serve tool for sending your website events to Meta from a server, without dedicated developer resources. It sets up the Conversions API alongside your Meta Pixel for you.
What it does
Meta describes the gateway as a self-serve configuration option in Events Manager. It lets a business send events with the Pixel and the Conversions API in a redundant setup, following Meta's best practices. Browser and server copies of the same event are matched through deduplication, so a purchase counts once.
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Try for Free ($0 Trial)Where it runs and what it costs
The gateway is a standalone Meta product that you host in your own cloud account. Meta lists three options: AWS EKS, AWS ECS Express or GCP. According to Meta, the only cost of the gateway is the associated cloud resource or partner fees.
How it differs from the Signals Gateway
The Signals Gateway is a different product. It collects web events with its own Pixel and can send them to the Conversions API and to other destinations. The Conversions API Gateway is narrower: it gets Pixel and server events to Meta cleanly. See which gateway fits your setup for the full comparison.
Example. A small furniture store has a Pixel on its site and no developer. Ads Manager shows fewer purchases than the store's order system, because some browsers block the Pixel. The owner turns on the gateway from Events Manager, hosts it on GCP and pays the cloud bill. Purchases now reach Meta from the server too, and the gap narrows.
In Madgicx. Madgicx Cloud Tracking hosts Meta's Conversions API Gateway and Signals Gateway for the advertiser and sends conversions to Meta from the server.
FAQ
What is the Conversions API Gateway?
It is Meta's self-serve way to run the Conversions API without writing code. You configure it in Events Manager and host it on a cloud service you pay for.
Is the Conversions API Gateway free?
Meta charges nothing for the gateway itself. The only cost is the cloud resources or partner fees needed to run it.
Do I still need the Meta Pixel?
Yes. The gateway is built for a redundant setup where the Pixel and the server both send events. Meta matches duplicates so each action is counted once.
What is the difference between the Conversions API and the gateway?
The Conversions API is the endpoint that receives server events. The gateway is a ready-made way to send events to it, so you don't build the integration yourself.
Related
- Related terms: Conversions API, Signals Gateway, Deduplication
- In depth: Conversions API Gateway or Signals Gateway, compared
Sources
- Meta's gateway documentation, Meta for Developers
