What the Conversions API Is
The Conversions API (CAPI) is Meta's way of receiving events from a server instead of the visitor's browser. When someone buys from you, your store, checkout or a tracking tool sends a "Purchase" event straight to Meta's servers, rather than relying on the Meta pixel loading in the buyer's browser.
It exists because browser tracking keeps losing ground to ad blockers, browser privacy features and iOS settings. CAPI helps Meta see conversions the pixel misses, which helps its delivery algorithm find more buyers.
Pixel vs Conversions API
| Meta pixel | Conversions API | |
|---|---|---|
| Where events come from | The visitor's browser | A server |
| Blocked by ad blockers | Often | Not the event itself |
| Matching depends on | Browser cookies | Customer identifiers you send |
| Offline, phone or chat sales | No | Yes |
| Builds website audiences | Yes | Supports, alongside the pixel |
Meta doesn't ask you to choose. Its recommended setup sends events through both, so if one path fails, the other still delivers.
Ways to Set Up the Conversions API
| Route | Effort | Best for |
|---|---|---|
| Meta's built-in option | One click if you have a pixel | Simple websites wanting a fast start |
| Partner integrations | Low | Shopify, WooCommerce and many funnel builders |
| Conversions API Gateway | Medium | Advertisers wanting a hosted, Meta-focused setup |
| Direct API integration | High | Custom platforms with developers |
| A tracking tool | Low to medium | Advertisers who also want independent attribution |
Pick the lowest-effort route that sends the events you care about. For most stores, the platform's own integration is the right start.
Deduplication: Don't Count Sales Twice
If the pixel and CAPI both send the same purchase, Meta needs to know they're one event. It deduplicates when the event name and event ID match, and Meta says to use the same pixel ID for browser and server events.
If your purchases suddenly look doubled after adding CAPI, missing or mismatched event IDs are the usual cause. Fix that before judging results.
Event Match Quality
Meta matches server events to people using customer information you send, such as email, phone, name, IP address and Meta's browser cookies. It scores this as Event Match Quality from 0 to 10, based on recent events.
- Hash personal data with SHA-256 before sending, as Meta requires.
- Send the identifiers you have, with consent. Email and phone tend to matter most.
- Pass Meta's click and browser cookies when available.
- Check the score in Events Manager after any change to your checkout or theme.
What the Conversions API Can't Fix
CAPI improves the data Meta receives, but Meta still decides attribution using its own windows and matching, and it still reports only on Meta's ads. A sale it can't match to a person won't be attributed, however it arrives.
That's why many advertisers pair CAPI with an independent tracker: CAPI to feed Meta's algorithm, and a first-party tracker to decide where the budget goes across all channels. Our server-side tracking guide explains the distinction.
Offline and Phone Sales
CAPI can report conversions that happen away from your website, such as a sale closed on a call or in person, by marking the event's action source accordingly. For coaches, agencies and high-ticket sellers, this lets Meta learn which ads bring real customers, not just form fills. See our offline conversion tracking guide.
Using CAPI Through ClickMagick
ClickMagick's Audience Optimization posts your conversions to Meta through the Conversions API using an access token you create. It sends conversions in real time and can pass first-party visitor details captured on your site to improve match quality. ClickMagick also says it can send custom conversions for advertisers affected by Meta's Health and Wellness restrictions.
The advantage is that the same conversions also live in ClickMagick's own reports, credited with your chosen attribution model across every channel. See our ClickMagick Facebook setup guide.
Frequently Asked Questions
What is the Meta Conversions API?
The Conversions API, often called CAPI, lets you send website, app, offline and other events to Meta from a server rather than from the visitor's browser. It's designed to work alongside the Meta pixel to give Meta more complete conversion data.
Should I use the pixel and the Conversions API together?
Yes. Meta recommends a redundant setup where events are sent through both the browser pixel and the Conversions API, with the same event name and event ID so Meta counts each conversion once.
What is Event Match Quality?
Event Match Quality is Meta's score, from 0 to 10, for how well your server events can be matched to Meta accounts. Sending more customer information parameters, such as hashed email and phone, usually raises it.
Is the Conversions API free?
The API itself is free to use. Some setup routes are free, such as Meta's built-in option and many store integrations, while others involve hosting costs or a paid tool.
Can the Conversions API track phone sales?
Yes. Server events can carry an action source for offline, phone or chat conversions, so sales that happen outside your website can still be reported to Meta.
Send Meta Your Real Conversions
ClickMagick sends first-party conversions to Meta through the Conversions API, with visitor details for better matching. Try it free for 14 days.
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