TL;DR
The Conversions API sends event data directly from your server to Meta, bypassing browser restrictions that limit the pixel. Set it up through a partner integration (Shopify, WordPress, GTM server-side), direct API implementation, or Meta's Events Manager gateway. CAPI works alongside the pixel — not as a replacement — using deduplication to prevent double-counting. It recovers 10-30% of conversion data lost to iOS ATT, ad blockers, and cookie restrictions.
Overview
The Conversions API sends event data directly from your server to Meta, bypassing browser restrictions that limit the pixel. Set it up through a partner integration (Shopify, WordPress, GTM server-side), direct API implementation, or Meta's Events Manager gateway. CAPI works alongside the pixel — not as a replacement — using deduplication to prevent double-counting. It recovers 10-30% of conversion data lost to iOS ATT, ad blockers, and cookie restrictions.
Related Guides
See our complete Meta Ads guide library for detailed coverage of pixel setup, campaign creation, audience building, creative best practices, and optimisation strategies.
Frequently asked
Questions & answers
How long does setup take?
Most configurations take 10-30 minutes. Full campaign setup and optimisation is an ongoing process.
What if something goes wrong?
Meta provides diagnostic tools in Events Manager and Account Quality. Use these to identify and resolve issues quickly.
Where can I get support?
Meta's Business Help Center, your account representative (if available), and our related guides cover common scenarios.
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