The Conversions API creates a connection between an advertiser’s marketing data and the Meta systems that optimize ad targeting, decrease cost per action and measure results. In the case of direct integrations, this entails establishing a connection between an advertiser’s server and Meta.
Server events are linked to a Meta Pixel ID and are processed like web events sent via Pixel. This means that web server events are used in measurement, reporting, and optimization in a similar way as browser Pixel events.
For optimal ad performance, we recommend that advertisers implement the Conversions API alongside their Meta Pixel and follow other best practices.
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requests and learn more about dropped events, batch requests, and event transaction time.API ParametersRequired and optional parameters you can use to improve ads attribution and delivery optimization. | Payload HelperSee how your payload should be structured when it is sent to Facebook from your server. |
TroubleshootingLearn how to handle error codes returned by the Conversions API. | Subscription Lifecycle EventsFor subscription advertisers. Prerequisites, required parameters, and reporting metrics for subscription events. |
Meta Pixel EventsLearn more about the Meta Pixel's Standard Events and Custom Events. | Business Help CenterFrom our Help Center, see About Conversions API and Test Your Server Events. |
Playbook and WebinarView the Direct Integration Playbook for Developers (PDF) and Direct Integration Webinar for Developers. | Data Processing OptionsLearn more about the Limited Data Use feature and how to implement it for Conversions API. |