What is the Meta Conversions API and why do you need it?
For years, installing the Meta pixel was enough. Today, with blockers, browser restrictions and iOS privacy changes, the pixel misses part of your conversions, and Meta optimises with incomplete information.
The Conversions API exists to fill that gap.
Pixel vs Conversions API
The pixel sends events from the user's browser. The Conversions API sends them from a server (your website's, your store's or your CRM's). Since it does not depend on the browser, blockers do not affect it.
The recommendation is not to choose one but to use both.
Deduplication: the most misconfigured part
If the same event arrives through both pixel and API, Meta must count it once. For that, both carry the same event name and the same event ID.
Without deduplication you will see inflated conversions and the algorithm will learn from false data.
Data quality
Meta matches each event to a person using the data you send (such as email or phone, always hashed). The more valid data you send, the better the match and the better campaigns optimise.
How it is implemented
Depending on your site, there are several routes:
- ✓Native integrations on platforms such as Shopify.
- ✓Meta's Conversions API Gateway.
- ✓Server-side tagging.
- ✓Events sent from your CRM or with n8n workflows, useful for results that happen off the website.
What does it cost?
Measurement setup is part of the Meta Ads setup, which starts from €390 (plus VAT where applicable). The final cost depends on your website and where your sales are recorded.
Questions about what is the Meta Conversions API and why do you need it?
No. The recommendation is to use pixel and API together, with deduplication.
Yes. The API can send events that happen off the website, such as a sale closed in your CRM.
Yes, if user consent is respected and data is sent hashed. We integrate it with your cookie banner.
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