How to set up Meta CAPI

Q: Is Conversions API better than the Pixel?

They work best together. The Pixel gives browser context and the Conversions API adds reliability.

Q: What is Event Match Quality?

A score in Events Manager showing how well your event customer information can be matched to Meta accounts.

Introduction

Quick answer: Meta CAPI (Conversions API) sends conversion events from your server to Meta, alongside the browser Pixel. To set it up, choose a method (partner integration, Conversions API Gateway, server-side Google Tag Manager or direct integration), send events with an event ID that matches the Pixel’s, include customer information parameters, then test in Events Manager and check Event Match Quality and deduplication.

By Mizanur Rahman, digital marketer. Updated 31 October 2026.

What is the Conversions API?

The Pixel runs in the visitor’s browser, where ad blockers, browser privacy features and consent choices can stop events. The Conversions API sends the same events from your server or tools you control, so Meta receives more complete data. Better data helps measurement, optimization and audience building.

Choose your setup method

Method	Skill needed	Good for
Partner integration (Shopify, WooCommerce, others)	Low	Stores using supported platforms
Conversions API Gateway	Low to medium	Sites wanting a hosted setup with less code
Server-side Google Tag Manager	Medium	Teams already using GTM and wanting control
Direct integration	High	Custom platforms, CRMs and offline events

If a partner integration exists for your platform, start there.

Step 1: Prepare

Make sure the Pixel works and standard events fire.
Decide which events to send: Purchase, Lead, InitiateCheckout, AddToCart and others that matter.
Confirm you have a lawful basis and consent for sending customer data to Meta in your regions.

Step 2: Create access and connect

In Events Manager, open your dataset (Pixel), go to Settings and find the Conversions API section. Generate an access token if you use direct integration or server tools. Keep the token private and store it securely on the server, never in front-end code.

Step 3: Send the right parameters

event_name: for example Purchase or Lead.
event_time: when it happened.
event_id: a unique ID shared with the Pixel event for deduplication.
action_source: usually website.
event_source_url: the page URL.
user_data: hashed email and phone where permitted, plus browser ID (fbp), click ID (fbc), IP address and user agent.
custom_data: value, currency, content IDs and similar details.

Meta requires email, phone and similar identifiers to be normalized (trimmed, lowercase where applicable) and hashed with SHA-256. The IP address, user agent, fbp and fbc are sent unhashed.

Step 4: Deduplicate

When the same action reaches Meta from both Pixel and server, Meta needs to treat it as one. Send matching event_name and event_id from both. Without this, conversions are counted twice.

Step 5: Test and monitor

Use the Test Events tab with a test event code to send and view server events.
Check that events show as received from both browser and server, and that deduplication is working.
Review Event Match Quality for each event. Improve it by sending more customer parameters correctly.
Compare Meta results to your CRM or store orders after a few days.

Common mistakes

Missing or mismatched event IDs, which double-counts.
Hashing values twice or sending unnormalized data.
Sending events with no user data, which gives low match quality.
Sending personal data without proper consent.

Frequently asked questions

Is Conversions API better than the Pixel?

They work best together. The Pixel gives browser context, and the Conversions API adds reliability when browsers block events.

What is Event Match Quality?

It is a score in Events Manager showing how well your event customer information can be matched to Meta accounts. More accurate parameters generally improve it.

Do I need a developer to set up CAPI?

Not always. Partner integrations and the Gateway need little or no code. Direct integration and server-side tagging usually need technical help.

About the author: Mizanur Rahman is a digital marketer based in Dhaka, Bangladesh, who runs Facebook, Google and TikTok ad campaigns and conversion tracking for SaaS and tech businesses. Get in touch if you want help with your own campaigns.

Key points

Write the first key point here.
Write the second key point here.
Write the third key point here.

Conclusion

Write the conclusion of this blog post here.