Meta Pixel and Conversions API, set up so Meta sees your real results
Browser tracking misses conversions because of ad blockers and privacy settings. The Conversions API sends events from your server too. We set up both, deduplicated and checked.
What our Pixel & Conversions API service covers
Pixel events
Standard events such as Lead, Purchase and AddToCart with the right parameters.
Conversions API
Server events through your platform's integration, a gateway or server-side tagging.
Deduplication
Matching event IDs so browser and server events are not counted twice.
Event match quality
Sending permitted customer data to improve matching, with consent.
How we run Pixel & Conversions API
A clear process, repeated every month.
Audit
We review what you run today, check tracking and agree the numbers that matter.
Build and test
We set up campaigns, creative and pages, then test versions against each other.
Scale and report
Budget moves to what works. You get a simple, jargon-free report every month.
What is the Meta Pixel?
The Meta Pixel is a piece of code on your website that records what visitors do after seeing or clicking your ads, such as viewing a product, adding to cart, submitting a form or buying. Meta uses these events to measure results, build retargeting audiences and find more people likely to take the same actions. It uses first-party cookies to recognise visitors, so it should follow your consent setup.
What is the Meta Conversions API?
The Conversions API (CAPI) sends the same events to Meta from your server instead of the visitor's browser. Ad blockers, browser privacy features and cookie limits stop some Pixel events from reaching Meta. Sending them server-side as well recovers many of those lost events, so Meta sees a more complete picture of your results. It is free to use; the cost is the setup work or the hosting for a gateway.
Conversions API vs Pixel
| Meta Pixel | Conversions API | |
|---|---|---|
| Runs in | The visitor's browser | Your server or a gateway |
| Affected by ad blockers | Yes | No |
| Offline events (CRM, calls) | No | Yes |
| Recommended | Use both, with deduplication | |
How the Conversions API works
When an event happens, such as a purchase, your server sends Meta the event name, time, value and hashed customer details such as email or phone. Meta matches it to the person who saw your ad. Each event carries an event ID; when the Pixel sends the same event, Meta uses that ID to count it once. The Event Match Quality score in Events Manager shows how well your events can be matched.
How to set up the Meta Conversions API
- Platform integrations: Shopify, WooCommerce and other platforms have built-in connections.
- Conversions API Gateway: a managed server that mirrors Pixel events, with little coding.
- Server-side Google Tag Manager: flexible, and useful if you also send server-side events to Google.
- Direct API: for custom platforms and CRM events.
How to test the Conversions API
In Events Manager, use Test Events to see server and browser events arrive in real time. Check that each event appears once (deduplicated), carries the right value and currency, and has a good Event Match Quality score. Then compare purchases or leads in Meta with your real orders and CRM.
Connecting your CRM to the Conversions API
For lead businesses, the most valuable events happen after the form: a qualified lead, a booked appointment, a sale. Sending these from your CRM through the Conversions API lets Meta optimise for leads that become customers. See Meta lead ads.
Health and sensitive categories
Meta restricts the use of sensitive information, including health details, in ads and tracking. For healthcare, finance and similar businesses, we limit what events and parameters are sent, so tracking stays within Meta's rules and your own privacy obligations. See Facebook ads for healthcare.
Frequently asked questions
What is the Meta Pixel used for?
To measure what people do on your website after seeing your ads, build retargeting audiences and help Meta find more people likely to buy or enquire.
What is the Meta Conversions API?
A way to send conversion events to Meta from your server, so events blocked in the browser are not lost. Used with the Pixel and deduplicated, it gives Meta more complete data.
Is the Conversions API free?
Yes, Meta does not charge for it. The cost is setup work, or hosting if you use the Conversions API Gateway or server-side Tag Manager.
Do I need both the Pixel and the Conversions API?
Meta recommends both. The Pixel captures browser events; the Conversions API recovers events the browser misses and adds offline events, with deduplication so nothing is counted twice.
Does the Meta Pixel use cookies?
Yes, it uses first-party cookies to recognise visitors, so it should follow your consent banner and local privacy rules.
How do I test my Conversions API setup?
Use Test Events in Events Manager, check deduplication, values and Event Match Quality, then compare Meta's numbers with your real orders or CRM.
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