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  • Emma Bumpstead

Meta Conversions API: What is it and how does it work?

Meta Conversions API is a powerful new advertising tool developed by Meta (aka Facebook and Instagram). It allows brands and advertisers to more consciously share their customer data from their servers, directly to Facebook’s advertising tools, giving advertisers a fuller picture to track, monitor and optimise campaigns with.

What is it?

As the privacy landscape evolves and is ever changing, Meta and other platforms are beginning to push advertisers to implement server technologies alongside their existing pixel tracking in hopes of creating robust data collection. For Meta, this solution is called the Conversions API, also known as CAPI.

Facebook defines CAPI as “The Conversions API allows advertisers to send web events from their servers directly to Facebook. Server events are linked to a pixel and are processed like browser pixel events. This means that server events are used in measurement, reporting, and optimization in the same way as browser pixel events.”

Conversions API vs Facebook Pixel

Will the Conversions API replace the Facebook Pixel? It will not. In fact, having the Facebook Pixel correctly implemented on your website is a requirement to be able to integrate CAPI.

The Facebook Pixel allows Meta to track and collect user activity and match it with a Facebook user profile. This involves measuring events and conversions to monitor the performance of an ad, adding an extra layer to data accuracy.

The main difference between the Facebook Pixel and CAPI is the method of sending data. The Facebook Pixel directly collects the data, while with CAPI it uses advertisers’ own data (consumer id, purchase events...) and then sends it to Facebook.

What are the benefits of CAPI?

While the initial setup of CAPI may be a little difficult, we believe that the following benefits will outweigh these technical hurdles.

  • The Meta Conversions API provides a new level of accuracy to data.

  • It helps improve the accuracy of information sent for targeting, measurement, and optimization.

  • CAPI is not affected by loading errors, connectivity issues, and ad blockers.

  • Data is shared with Meta more reliably than through historical browser-based methods.

  • Greater control over the data you share and when you share it.

  • Full funnel tracking and insights into your customers.

The Meta Conversions API has been designed to create a more direct and reliable connection between advertisers’ marketing data and Facebook/ Instagram. This will allow advertisers to track a greater number of conversions, acquire more insight into Meta campaigns, and ultimately continue to grow and develop performance to deliver improved business outcomes.


Written by George Holdstock, Account Executive Apprentice at Walk-In Media

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