Conversions API

The Conversions API allows advertisers to send web events from their servers directly to Facebook. Server events are linked to a pixel and are processed like browser pixel events. This means that server events are used in measurement, reporting, and optimization in the same way as browser pixel events.

Recommended Steps

  1. Get Started - See prerequisites to use the API and learn how to create an access token.
  2. Implement API and start sending requests - Start making POST requests and learn more about dropped events, batch requests, and event transaction time.
  3. Verify Events - Confirm that we have received your events.

The Conversions API used to be called Server-Side API.

Website events shared using the Conversions API require the following data parameters: client_user_agent, action_source, and event_source_url, while non-web events require only action_source. These parameters contribute to improving the quality of events used for ad delivery and may improve campaign performance.

We've released a Limited Data Use feature to give businesses more control over how their data is used in our systems and better support them with their California Consumer Privacy Act (CCPA) compliance efforts.

For the Conversions API, implement this feature by adding data_processing_options, data_processing_options_country, and data_processing_options_state inside each event within the data parameter of your events.


API Parameters

Required and optional parameters you can use to improve ads attribution and delivery optimization.

Payload Helper

See how your payload should be structured when it is sent to Facebook from your server.


Learn how to handle error codes returned by the Conversions API.

Subscription Lifecycle Events

For subscription advertisers. Prerequisites, required parameters, and reporting metrics for subscription events.

Facebook Pixel Events

Learn more about the Pixel's Standard Events and Custom Events.

Business Help Center

From our Help Center, see About Conversions API and Test Your Server Events.

Playbook and Webinar

View the Direct Integration Playbook for Developers (PDF) and Direct Integration Webinar for Developers.

Data Processing Options

Learn more about the Limited Data Use feature and how to implement it for Conversions API.