The Conversions API is designed to create a direct connection between your marketing data and the systems which help optimize ad targeting, decrease cost per action and measure results across Meta technologies.
How the Conversions API works
The Conversions API is designed to create a direct and reliable connection between marketing data (such as website events and offline conversions) from your server, website platform or CRM to Meta. This marketing data helps power ad personalization, optimization and measurement on Meta so that your ads are shown to people who are more likely to be interested in them.
There are several options you can use to set up the Conversions API. Many integrations don’t require a developer, and if you use a commerce platform such as Shopify you can set up the Conversions API in just a few clicks. Learn how to choose the setup option that’s right for your business.
Benefits of the Conversions API
The Conversions API can help you to:
Reduce your cost per action as a result of improved connectivity. Data from the Conversions API is less impacted than the Meta Pixel (Pixel) by browser loading errors, connectivity issues and ad blockers. When you use the Conversions API alongside the Pixel, it creates a more reliable connection that helps the delivery system decrease your cost per action.
Optimize ads for actions that happen later in the customer’s journey. Examples of these events include actions that happen after a purchase (such as subscriptions), actions that happen in stores, or even customer scores. This information helps Meta show your ads to customers who are more likely to be profitable and generate value for your business.
Improve measurement. The Conversions API can help you better measure ad performance and attribution across your customer’s full journey, from discovery to conversion. This helps you better understand how digital advertising impacts both online and offline results.
Reduce your cost per action as a result of increased event matching. Your marketing data is most effective when it can be matched with accounts across Meta technologies. With the Conversions API, you can include additional customer information parameters that help increase matched events and your event match quality. Learn how to view and how to improve your event match quality.
Increase data control. When implemented separately from the Pixel, the Conversions API gives you more control over what you share and when you share it.
Using the Conversions API with the Meta Pixel
When you use the Conversions API along with our other Meta Business Tools, you can gain additional insights into the people who interact with your business. Best practice is to use the Conversions API in addition to the Meta Pixel to help maximize the effectiveness of your website events. Learn more about best practices for the Conversions API.
Website events sent through the Conversions API are linked to your Pixel and behave like events sent through the Pixel in the following ways:
They’re used for the same types of ad optimization, including conversion optimization and value optimization.
They appear on most of the same surfaces, including Meta Ads Manager and Meta Events Manager.
They obey our Off-Facebook Activity tool and the third-party data ads personalization control, as well as other restrictions in Meta’s Business Tools Terms.
Like the Pixel, the Conversions API isn’t designed to be a means to bypass data sharing policies such as iOS AppTrackingTransparency or privacy rules in Europe such as the ePrivacy Directive.