Meta Conversions API
Server-side conversion tracking to optimise Meta advertising.
Overview
Meta Conversions API (CAPI) sends purchase events directly from our server to Meta instead of through the browser. This means events are recorded reliably even when the customer's browser blocks the pixel code (e.g. ad blockers or privacy settings).
We strongly recommend always enabling CAPI alongside Meta Pixel. Together, pixel and CAPI give you the most complete picture of your campaign results and improve the ad algorithm's ability to optimise advertising.
Setup
CAPI is enabled by adding an access token to the Meta Pixel settings. There is no separate integration setting — CAPI is part of the pixel configuration.
- 1
Open Meta Events Manager and select your pixel.
- 2
Go to Settings → Conversions API and create a new access token under Generate access token. Copy it.
- 3
Open the checkout's Integration settings in the dashboard and enter the access token in that pixel's Access token field.
| Asetus | Kuvaus |
|---|---|
| Access token | Conversions API access token. Created in Meta Events Manager under Settings → Conversions API → Generate access token. |
| Test event code (optional) | Used for testing the integration in Meta Events Manager. In the format TEST12345. Remove after going to production. |
Event Sent
After a successful payment, a Purchase event is sent with the following data:
| Field | Value |
|---|---|
| event_id | Unique order identifier (used for deduplication) |
| value | Order total |
| currency | Order currency |
| content_ids[] | Identifiers of the ordered products |
The event is only sent if the customer has given analytics consent at checkout. Without consent the event is not sent at all. Personal details (email, name, IP address, user agent, fbp, fbc) are sent as SHA-256 hashes. See: Overview — GDPR Consent
Deduplication with the Pixel
When using both Meta Pixel and CAPI, Meta may receive the Purchase event twice — once from the browser and once from the server. Meta deduplicates events automatically based on the event_id field, which is the same order identifier in both. You can monitor deduplication in Meta Events Manager.
Testing the Integration
You can test the CAPI integration using the Test events feature in Meta Events Manager:
- 1
Open Meta Events Manager and go to the Test events tab.
- 2
Copy the test event code (in the format
TEST12345). - 3
Add the code to the Test event code field in the checkout integration settings.
- 4
Make a test purchase — the event will appear in Events Manager in real time. Remember to remove the test event code after testing.