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Conversions API Setup and Tracking

Conversions API setup sends your purchases, leads and other events to Meta from your server as well as from the browser Pixel, with a shared event ID so each conversion counts once. We install it, check match quality and monitor it weekly on every plan.

Meta optimises on the conversions it can see. When the Pixel misses purchases or the same purchase arrives twice, every automated campaign learns from the wrong numbers.

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Conversions API Setup and Tracking

01 · The problem

Why the Pixel alone is no longer enough

The browser Pixel depends on scripts that ad blockers, browser privacy features and consent choices can stop. Purchases still happen, but Meta does not hear about some of them, so it has fewer signals to learn from and reported results look worse than reality.

The Conversions API sends the same events from your server or a server-side tag, where browser restrictions do not apply. Used together with the Pixel it gives Meta a more complete and more reliable picture.

02 · Checklist

Our Conversions API setup checklist

Standard events
ViewContent, AddToCart, InitiateCheckout and Purchase for stores, Lead and CompleteRegistration for lead generation, named exactly as Meta expects.
Deduplication
Browser and server versions of each event carry the same event name and event ID, so Meta merges them instead of counting twice.
Customer information
Hashed email and phone where you collect them with consent, plus click ID, browser ID, IP address and user agent to improve matching.
Value and currency
Every purchase passes value and currency so ROAS and value-based bidding work.
Content IDs
Product IDs in events match the IDs in your catalog, which catalog ads and retargeting depend on.
Domain and events
Domain verified in your Business Portfolio and web events configured for the domains you advertise.

03 · EMQ

Event match quality and what lifts it

Events Manager scores each server event for match quality on a scale from 0 to 10. A low score means Meta struggles to connect the event to a person, so the conversion helps optimisation less.

The fixes are usually simple once found: sending email and phone from checkout, passing the click ID from the landing URL, forwarding the browser ID cookie and the real visitor IP rather than your server address. We check the score weekly because a theme update or new checkout app can quietly break any of these.

04 · Setup paths

How it gets installed

  1. 1

    Platform integration

    Shopify and several other platforms offer a native Conversions API connection. We configure it and verify every event.

  2. 2

    Server-side tagging

    For custom stores and sites with several tools, a server-side tag container forwards events with full control over parameters.

  3. 3

    Direct API

    For apps and CRMs, events are sent directly from your backend. Your developers implement it, we provide the spec and test the result.

  4. 4

    Verification

    Test events, deduplication rate and match quality are checked in Events Manager before campaigns rely on the data.

05 · Plans

Tracking depth by plan

  • Growth covers Pixel and Conversions API setup and weekly monitoring
  • Scale adds offline and CRM conversions, so sales closed later are reported back to Meta, which matters for Facebook lead ads
  • Enterprise adds custom server-side setups and multi-domain tracking
  • Every plan reports tracking health in the weekly report

Questions

Questions about Conversions API Setup and Tracking

Anything else goes to [email protected], answered in writing.

It is a way to send conversion events to Meta from your server instead of, or as well as, from the browser Pixel. Server events are not blocked by browser restrictions, so Meta receives a more complete record of purchases and leads.

Meta recommends running both. The Pixel captures browser context and the server covers what the browser misses. Deduplication with a shared event ID makes sure each event counts once.

The browser and server versions of the same event send the same event name and the same event ID. Meta sees the match and keeps one. Without a matching ID, the purchase is counted twice and reported results are inflated.

Higher is better, and Events Manager shows recommendations for each event. We aim to send every customer parameter you collect with consent, which usually moves purchase events into the upper part of the scale.

Yes. Setup and weekly monitoring are part of every plan. Offline and CRM conversions start on Scale, custom server-side and multi-domain setups on Enterprise.

Find out what your Pixel is missing

The free audit checks which Meta events fire on your page and looks for signs of a server-side setup. Results appear on screen in about two minutes.

Plans from $2,400 a month, billed yearly

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