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Conversions API (Meta CAPI)

The Conversions API is Meta's connection for sending a store's events, such as purchases, to Meta from the store's server instead of the shopper's browser.

How it works

The Meta Pixel sends events from the shopper’s browser. The Conversions API sends them from the store’s server, website platform or CRM, and Meta processes them like Pixel events. Meta recommends sending the same events both ways: the server covers events the Pixel may lose to network or page loading errors.

A server event carries its name (such as Purchase), the time it happened, action_source (where the conversion happened), the page address and customer information. The time can be up to 7 days before sending. Email and phone are hashed with SHA-256. The IP address, user agent and _fbp and _fbc cookies are not.

A purchase sent both ways must count once: that is event deduplication. Both events need the same name and ID (eventID in the Pixel, event_id on the server). Meta generally keeps the first and discards copies received within 48 hours. Event Match Quality rates, out of 10, how well customer information matches an event to a Meta account.

Where you see it

Meta Events Manager shows Event Match Quality for each server event (web events only).

Example

Example store, not client data.

The tableware shop’s order 1042 is worth 600. The Pixel sends Purchase with eventID “1042”, and the server with event_id “1042”. Meta counts one purchase worth 600. If the server sends “order-1042”, the IDs differ, and Meta can count two purchases worth 1,200 for one order.

Not to be confused with

  • Server-side tagging — running tags in a container on your own server instead of the browser. Such a container can send events to the Conversions API, Meta’s receiving end.

Right and wrong readings

  • Wrong: “Since the Conversions API went live, Meta shows more purchases, so the ads sell more.” Right: first compare with the store’s own orders. Without a shared name and ID, one order can be counted twice.
  • Wrong: “A high Event Match Quality means the purchase values are right.” Right: the score rates the match to a Meta account, not the value sent.

Sources