Set up the Conversions API
Browser tracking is dying, and the Conversions API is how you get the signal back. Instead of trusting the browser to phone home, your server reports conversions to Meta directly, sidestepping iOS ATT, Safari and Firefox cookie blocking, and ad blockers. Run it alongside the Pixel with shared event IDs and it restores 15 to 30 percent of the conversion signal that browser-only tracking loses.
Four implementation paths
Platform integrations: Shopify, WooCommerce, BigCommerce, and Wix offer one-click CAPI in under an hour.
Conversions API Gateway: Meta-managed AWS deployment, no code. Free during AWS's first-year tier, then $5 to $30 per month.
Partner integrations: Google Tag Manager server-side, Tealium, Segment, Zapier.
Direct API: your developers POST events to Meta's endpoint. Most flexible, most work.
Deduplication with the Pixel
Pixel and CAPI events for the same user action are deduplicated by sending a shared `event_id` and matching `event_name` on both. Mismatched IDs cause double-counting or one side being discarded.
Meta uses these dedup keys: `event_name`, `event_id`, `_fbp` cookie, and `external_id`. Mismatched IDs across Pixel and CAPI are the most common cause of inflated conversion counts.
Event Match Quality
Event Match Quality (EMQ) is Meta's score for how well your event identifiers can be matched to Meta accounts. Higher EMQ improves optimization.
Boost EMQ by sending hashed email (`em`), hashed phone (`ph`), `external_id`, `client_ip_address`, `client_user_agent`, `_fbp`, and `fbc`. Most 'low match quality' warnings trace to missing browser cookies on the server payload.
Limits
Server-side events still need user-action timestamps within 7 days of occurrence. Events older than 7 days are accepted but will not optimize delivery.
iOS 14.5+ opt-outs still produce weaker signals even via CAPI. Server-side tracking helps; it does not undo ATT.
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