Short answer: The Conversions API sends conversion events from your server to Meta, so sales are counted even when browser tracking is blocked. The easiest setup is a partner integration (Shopify, WooCommerce and many CRMs). The Conversions API Gateway is a managed option for sites without a partner app. Server side Google Tag Manager or a direct API setup gives the most control. Whatever you choose, run it alongside the pixel with deduplication, and check Event Match Quality in Events Manager.
Why the Conversions API matters
Ad blockers, browser privacy features and cookie consent all reduce what the pixel can see. The Conversions API sends events from your server, so Meta receives more of your real conversions and can optimise better.
Setup options compared
| Option | Effort | Control | Good for |
|---|---|---|---|
| Partner integration | Low | Medium | Shopify, WooCommerce and supported platforms |
| Conversions API Gateway | Low to medium | Medium | Sites without a partner app |
| Server side Google Tag Manager | Medium to high | High | Teams already using GTM and GA4 |
| Direct API integration | High | Highest | Custom platforms and developers |
Deduplication
When the pixel and the Conversions API both send the same purchase, Meta needs to know it is one event. Send the same event name and event_id from both. In Events Manager, check that events show as deduplicated and that the numbers roughly match your real orders.
Improve Event Match Quality
Event Match Quality, scored up to 10, shows how well Meta can match events to people. Improve it by sending, with consent and hashed where required:
- Email address
- Phone number
- External ID, such as a customer ID
- Click ID (fbc) and browser ID (fbp)
- IP address and user agent
Checklist after setup
- Purchases or leads appear from both browser and server.
- Deduplication works, with no double counting.
- Event Match Quality is improving.
- Purchase values and currency are correct.
- Test events in the Test events tab before going live.
Common mistakes
- Server events without event_id, causing duplicate purchases
- Sending events without customer information, so match quality stays low
- Forgetting consent rules in regions that require them
- Setting it up once and never checking it again
Frequently asked questions
Do I need the Conversions API if I have the pixel?
What is the easiest way to set up the Conversions API?
What is deduplication?
What is a good Event Match Quality score?
Can I use Google Tag Manager for the Conversions API?
Who can set up the Conversions API for my business?
Want tracking that Meta can trust?
I can set up and verify the Conversions API for you. See my Meta Ads management and web analytics services, or request a free ads audit. Also read Meta Pixel vs Conversions API and the Conversions API case study.