Meta Conversions API — server-side conversion tracking

Meta Conversions API (CAPI) Setup for European Businesses

iOS 14.5+ and ad blockers destroy 30–40% of Meta Pixel conversion data. Conversions API sends events server-side — reliable, unblockable, GDPR-ready.

Get CAPI Setup What’s included →

30–40%

Conversions recovered

8–10

EMQ Score target

1–2 days

Setup timeline

🌐

Browser (Pixel)

Blocked by iOS / AdBlock

↓

⚙️

Your Server (CAPI)

Reliable, no browser blocks

↓

📊

Meta Ads Manager

Full data for optimisation

Event deduplication active

event_id ✓

+38%

Conversions

8.7

EMQ Score

Duplicates

✓ Meta Business Partner

What we do

Full Meta Conversions API Integration

From tracking audit to server-side setup with deduplication — we handle the entire technical process.

🔌

Meta Pixel Setup

Installation or audit of existing Meta Pixel via GTM or direct code. Verification of all events using Facebook Pixel Helper and Events Manager.

⚙️

CAPI Integration

Connecting Meta Conversions API via Partner Integration, GTM Server-Side, or direct API implementation — method chosen based on your platform and stack.

🔁

Event Deduplication

Unique event_id setup for every Pixel and CAPI event. Guarantees Meta counts each conversion exactly once — no double-counting, no underreporting.

📡

GTM Server-Side

Deploying Google Tag Manager Server-Side Container for parallel server-based event delivery. Ideal for high-traffic e-commerce across European markets.

🧪

Testing & EMQ Score

Full QA via Meta Events Manager Test Events. Achieving Event Match Quality Score 8+ for maximum ad performance, better attribution, and ROAS improvement.

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Custom Events & Reporting

Setting up custom events (ViewContent, AddToCart, Purchase, Lead) with value, currency, content_ids. Delivery report and monitoring recommendations.

How we work

5 steps to reliable server-side tracking

A structured process from audit to fully working CAPI integration in 1–2 business days.

Tracking Audit

Analysis of existing Meta Pixel, GTM container, ad account setup. Identifying lost conversions and event transmission errors.

Pixel Setup

Verifying or installing Meta Pixel with all required standard events: PageView, ViewContent, AddToCart, InitiateCheckout, Purchase, Lead.

CAPI Integration

Connecting Conversions API via the selected method. Configuring customer data transmission (hashed email, phone, name) for improved match rates.

Deduplication & QA

Implementing event_id for all Pixel + CAPI events. Full testing via Test Events Tool. Achieving target EMQ Score and resolving any errors.

Handover & Training

Delivering full documentation, walkthrough of Events Manager, how to read EMQ Score and monitor data quality ongoing.

Why Meta CAPI is essential

Meta Pixel alone can’t handle modern tracking

After iOS 14.5 and ATT, browser Pixel loses up to 40% of conversions. CAPI recovers that data and gives your campaigns the full picture for optimisation.

🚫

Bypasses AdBlock and iOS Tracking Prevention

Server-side event delivery doesn’t depend on browser restrictions. CAPI works even when Pixel is completely blocked by privacy tools.

🎯

Better campaign optimisation

Meta algorithms learn from complete data. More conversions in the system = lower CPL, better targeting and stronger lookalike audiences.

📈

Customer data matching (PII hashing)

CAPI hashes and sends email, phone, name — raises EMQ Score and improves conversion-to-profile matching across Meta platforms.

🛡️

Stable, cookie-independent tracking

No reliance on third-party cookies. Events flow through your server — under your control, resilient to browser changes and future privacy updates.

iOS 14.5+ conversions✓ Full−40%

AdBlock bypass✓ Yes✗ No

EMQ Score8–105–7

Customer data✓ Hashed✗ No

Optimisation qualityHighMedium

Cookie dependency✗ None✓ Yes

FAQ

Frequently asked questions

What is Meta Conversions API and why does it matter?

Meta Conversions API (CAPI) is a server-side integration that sends conversion data directly from your server to Meta, bypassing the browser. Since Apple’s App Tracking Transparency (iOS 14.5+) and strengthened ad blockers, browser-based Pixel loses 30–40% of conversions. CAPI solves this at the server level.

Does CAPI replace Meta Pixel?

No — CAPI and Pixel work in parallel and complement each other. Pixel tracks browser-side behaviour (scroll, hover, pageview), CAPI handles server-side conversions. Together they provide maximum coverage. The key is correctly configuring deduplication via event_id so Meta doesn’t count the same conversion twice.

What is EMQ Score and what’s a good result?

Event Match Quality (EMQ) is a score from 0–10 measuring how well a conversion event is matched to a Meta user profile. EMQ 7+ significantly improves Attribution, lookalike audience quality and campaign optimisation. Achieving EMQ 8+ requires sending hashed email, phone, name, city and country via CAPI.

Which CAPI method is best: Partner Integration, GTM Server or direct API?

It depends on your platform. Partner Integration (Shopify, WooCommerce, Magento) — fastest start with no code. GTM Server-Side — flexible, works for most sites without backend changes. Direct API — maximum control, best for large e-commerce teams with in-house developers. We select the method after auditing your setup.

How does CAPI interact with Consent Mode v2 for GDPR compliance?

CAPI transmits events independently of Consent Mode but can be configured to respect user consent. For GDPR compliance: on consent refusal, only anonymised events without PII are sent. For consented users — a full customer data payload with SHA256 hashing. We set this up correctly for European markets.

How long does Meta CAPI setup take?

Basic setup via Partner Integration — 1 day. GTM Server-Side with deduplication and testing — 1–2 days. Direct API with custom events and customer data — 2–3 days. First attribution improvements are typically visible within 3–7 days after integration.

Does CAPI work with WooCommerce, Shopify and other platforms?

Yes. For WooCommerce — official Facebook for WooCommerce plugin + Partner Integration. For Shopify — native Meta Pixel integration with CAPI. For other CMS — GTM Server-Side or direct API. We set up CAPI for any platform used across European businesses.

Meta Conversions API (CAPI) Setup for European Businesses

Full Meta Conversions API Integration

5 steps to reliable server-side tracking

Meta Pixel alone can’t handle modern tracking

Frequently asked questions

Get Your Meta CAPI Set Up