Meta Conversions API · Facebook CAPI

Meta Conversions API setup for ecommerce, with deduplication that holds

Meta is not receiving the purchases your store recorded. Meta Conversions API sends purchases from your server, not from the browser. Browser restrictions, iOS opt-outs and ad blockers cut the pixel’s view of your funnel. Conversion API sends the same events server-side from your store, with deduplication so nothing gets counted twice.

Describe your case What the work covers
Fixed scope, quoted before we start
Server-side, not another pixelDeduplicated against the browser eventVerified in Events Manager

Meta Conversions API setup at a glance

Service
Server-side events for Meta, deduplicated against the pixel
Price
from $300, quoted before any work starts
Covers
Purchase and the standard event set, event ID deduplication, parameter coverage
Platforms
Shopify, WooCommerce, Google Tag Manager, server-side GTM
You get
Events verified in Events Manager and reconciled against your orders
Related
Server-side tracking for other platforms is scoped separately

When the Meta pixel alone stops being enough

If two or more of these look familiar, the signal Meta optimises on is not the one your store actually produced.

Purchases in Shopify and purchases in Ads Manager never agree
Pixel events fall off after iOS updates or on ad-blocked traffic
CAPI was added, and now conversions are counted twice
Meta reports noticeably fewer conversions than GA4 does
Event Match Quality sits low and nobody knows which parameter is missing
Campaign optimisation is running on a partial or duplicated signal

What the Conversions API setup covers

Conversion API implementedServer-side events sent from your store or your server-side GTM container, not from a browser-only pixel.
Deduplication done properlyMatching event_id and eventID between browser and server, so one purchase stays one purchase.
Standard ecommerce eventsViewContent, AddToCart, InitiateCheckout and Purchase, with value and currency passed correctly.
Customer parameters within consentHashed matching parameters populated as far as your consent setup permits, with nothing sent that should not be.
Event Match Quality reviewedWe report what is achievable with the data you have, and what would require changes on the store side.
Verification and handoverChecked in Events Manager against real orders, with a written summary of what changed and why.

How it runs

What a Meta Conversions API setup costs

  1. 01

    Access

    Meta Business Manager, store admin, GTM and GA4.

  2. 02

    Audit

    We map what the pixel and any existing CAPI actually send today.

  3. 03

    Implement

    Server-side events, deduplication and parameters go in.

  4. 04

    Verify

    Reconciled against real orders in Events Manager, then handed over.

from $300Meta Conversion API setup
Describe your case
  • Fixed scope agreed in writing first
  • Server-side implementation
  • Deduplication with the browser pixel
  • Standard ecommerce event set
  • Verification against real orders
  • Written summary at handover

Price depends on your stack and whether a server-side GTM container already exists. We scope and quote before any work starts, with no open-ended hours.

FAQ

Meta Conversions API and Facebook CAPI questions

What is the Meta Conversions API?

It is the server-side route into Meta. Instead of the browser reporting a purchase, your server reports it directly. Browser restrictions, tracking prevention and ad blockers do not apply to it, so Meta sees conversions the pixel alone would miss.

Do I still need the Meta pixel if I use CAPI?

Yes. Meta expects both, and the pixel still supplies browser-side signals the server cannot. The pair only works if every event carries the same event ID from both sides so Meta can discard the duplicate.

Will my conversions double after the Conversions API is added?

They do when deduplication is not set up, and that is the most common failure we are called in to fix. Matching event ID and event name on both sides is what prevents it, and we verify it in Events Manager before handover rather than taking the integration’s word for it.

What is event match quality and can you improve it?

It is Meta’s score for how much identifying information each event carries. Sending more of the fields your checkout already holds raises it. We send what the store has and do not invent fields it does not.

Do I need a Conversions API Gateway or Stape?

Not necessarily. A direct server-side integration or a server-side GTM container both work. A hosted gateway is one option among several, and we pick based on what your store already runs rather than on a preferred vendor.

Does this work with Shopify checkout extensibility?

Yes. The checkout is a separate surface with its own rules, which is exactly why purchases often go missing there. We set the events up where that surface allows it and verify against real orders.

What access do you need?

Business Manager access to the pixel and dataset, the store back office, and publish rights wherever the events are sent from. We list the exact items before you start collecting them.

If the whole stack needs standardising

A single fix stays a single fix. But if the analytics underneath turns out to be worth rebuilding, the full system deploys in about a week: validated tracking, all ad spend joined to revenue in your own BigQuery, standard dashboards and conversational analytics.

See the full systemHow it deploys

Describe what Events Manager is showing

Send the symptom, the platform and a screenshot if you have one. We come back with what we think is happening, what it would take to fix, and a fixed price, before any work starts.

We answer with a scope and a fixed price before any work starts. No access needed to reply.