Facebook Conversions API Explained

Meta Conversions API provides a server-side path for sending marketing events to Meta. It can complement browser tracking but does not remove the need for event quality, consent and deduplication.

On this pageWhat CAPI changes Deduplication Match quality Independent measurement still helps

What CAPI changes

Instead of relying only on a browser tag, selected events can be sent from a server or supported integration. This can make event delivery more resilient when browser execution is limited.

Deduplication

If the same purchase is sent from both browser and server, matching event IDs are needed so the platform can recognize one business event rather than count two.

Match quality

Event time, source URL and permitted customer information can help Meta match server events to users. Handle customer data according to applicable privacy, consent and platform requirements.

Independent measurement still helps

CAPI improves event delivery to Meta, not independent attribution by itself. Teams may still use a separate tracker or CRM to compare platform-reported credit with business outcomes.

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