Paid social
Meta Conversions API explained
The Conversions API sends sales and leads from your website's server to Meta directly. It fills gaps left by the browser-based Pixel, so Meta can optimize for real results.
Why the Pixel isn't enough
The Meta Pixel runs in the visitor's browser. Ad blockers, privacy settings and browser restrictions stop some of those signals reaching Meta, so some sales go unrecorded.
What the Conversions API does
It sends the same events, such as purchases and leads, from your server or platform straight to Meta. Because it doesn't rely on the browser, more conversions get through.
Setting it up
- Use your platform's built-in integration where possible, for example on Shopify
- Send the same events from the Pixel and the API
- Use an event ID so Meta can remove duplicates
- Check Event Match Quality in Events Manager and improve it over time
Why it matters for results
Meta's delivery learns from the conversions it can see. Better data helps it find more of the right people, and it makes your reporting more accurate.
FAQs
Do we still need the Pixel?
Yes. Run both, and let Meta deduplicate the events.
Is it hard to set up?
On platforms like Shopify it's often quick. Custom sites take more work.