Conversions API

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.

Recommended Steps

  1. Get Started: Choose the integration method that works best for you, see prerequisites for using the API, and understand where to begin.
  2. Implement the API and start sending requests: Start making POST requests and learn more about dropped events, batch requests, and event transaction time.
  3. Verify your setup: Confirm that we have received your events and that events are deduplicated and matched correctly.


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.


Meta Pixel Events

Learn more about the Meta 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.