The Conversions API creates a connection between an advertiser’s marketing data and the Meta systems that optimize ad targeting, decrease cost per action and measure results. In the case of direct integrations, this entails establishing a connection between an advertiser’s server and Meta.
Server events are linked to a Meta Pixel ID and are processed like web events sent via Pixel. This means that web server events are used in measurement, reporting, and optimization in a similar way as browser Pixel events.
For optimal ad performance, we recommend that advertisers implement the Conversions API alongside their Meta Pixel and follow other best practices.
POSTrequests and learn more about dropped events, batch requests, and event transaction time.
Required and optional parameters you can use to improve ads attribution and delivery optimization.
See how your payload should be structured when it is sent to Facebook from your server.
Learn how to handle error codes returned by the Conversions API.
For subscription advertisers. Prerequisites, required parameters, and reporting metrics for subscription events.
Meta Pixel Events
Business Help Center
Playbook and Webinar
Learn more about the Limited Data Use feature and how to implement it for Conversions API.