What is the Meta Conversions API and do I need it?
Short answer
The Conversions API sends purchase and other events from your server or store platform directly to Meta, alongside the browser pixel. Yes, most D2C brands need it: it recovers events lost to ad blockers and browser restrictions and helps Meta optimise better.
On Shopify, the Facebook & Instagram app can set up the Conversions API with a few clicks; check that events are deduplicated with the pixel.
In Events Manager, aim for a high event match quality score by passing hashed customer details such as email and phone with consent.
Want this solved for your brand? We'll audit your store, ads and tracking and send a written plan within 48 hours.
Answered by ScaleInbox · Reviewed by Shubham Vishwakarma, founder