What is the Meta Conversions API?

The Meta Conversions API is a way to send website and offline events, such as leads or purchases, straight from a server to Meta for ad measurement and optimisation. It works alongside the Meta Pixel in the browser, so conversions are measured more reliably when ad blockers or browser limits stop the pixel from firing.

How it works

When a visitor converts, the server sends Meta an event with details such as the event name, the time and hashed customer information. Meta matches it to people on its platforms and uses it to report results and optimise ad delivery.

Pixel plus Conversions API

Meta recommends running both. Each event carries the same event ID from the browser and the server, so Meta can remove the duplicate and count the conversion once.

Consent and privacy

Sending events from a server does not remove the need for consent. The same rules apply as for the pixel, so events should only be sent for visitors who have agreed to marketing tracking, and personal data must be hashed.

Want this working on your site?

Tell us about your site and what you want it to do, and we will say what we would change first.