What is the Meta Conversions API?
The Conversions API is Meta's way to send marketing events straight from your server, website platform, app or CRM to Meta, rather than only through the browser. It handles website, app, offline and messaging events, and Meta recommends running it alongside the Meta Pixel so events lost in the browser still arrive.
The pixel reports from your visitor’s browser. The Conversions API reports from your side of the connection: your server, your store platform, your app backend or your CRM. Because Meta says it is less affected by browser problems, fewer events go missing when a page fails to load or a blocker gets in the way, and Meta’s systems get a fuller record to optimize and measure against.
How is the Conversions API different from the Meta Pixel?
| Compared on | Meta Pixel | Conversions API |
|---|---|---|
| Where the data comes from | The visitor’s browser | Your server, website platform, app or CRM |
| Event types | Website events | Website, app, offline and messaging events |
| Browser problems | Affected by loading errors, connectivity issues and ad blockers | Less affected by them, according to Meta |
| Setup routes | Base code, partner integration or event setup tool | Meta-enabled setup, partner integration or direct integration |
What does Meta say the Conversions API improves?
- Connectivity. Used with the pixel, it creates a more reliable connection that Meta says helps its delivery system lower your cost per result.
- Later actions. You can send events that happen after the first sale, such as subscriptions, in-store actions and customer scores.
- Measurement. It helps you see how ads affect results across the customer journey, online and offline.
- Event matching. You can attach more customer information parameters, which help raise matched events and your event match quality.
How do you set up the Conversions API?
Meta offers three routes.
| Option | Cost | Time to set up | What you need | Event sources |
|---|---|---|---|---|
| Meta-enabled Conversions API | Free | One click | A Meta Pixel | Web only |
| Direct integration | Your development and maintenance costs | 2 to 4 weeks for a new integration | A developer and infrastructure to send events in real time | Web, app, offline, CRM, business messaging |
| Partner integration | Depends on the partner | Depends on the partner | Depends on the partner | Depends on the partner |
Meta says commerce platforms such as Shopify, WooCommerce, Wix and BigCommerce let you switch it on in a few clicks at no extra cost. For app or physical store events, a direct integration is currently the only option.
Do Conversions API events behave like pixel events?
Website events sent through the Conversions API are linked to your pixel. Meta says they:
- serve the same kinds of ad optimization, including maximizing the number or the value of conversions;
- appear in most of the same places, including Ads Manager and Events Manager;
- follow the Off-Facebook activity tool, the third-party data ads personalization control and the Meta Business Tools Terms;
- are not a way around data-sharing rules such as Apple’s App Tracking Transparency framework or Europe’s ePrivacy Directive.
Do you need deduplication if you run both?
Yes, when you send the same event through both. Meta counts the pair once if the event name and event ID match. With the Meta-enabled option, Meta says events shared through the pixel are also sent through the server connection and deduplicated automatically.
What does Meta say about the Offline Conversions API?
Meta’s About Conversions API page says the Offline Conversions API will be discontinued in May 2025, after which it can no longer be used to upload events to offline event sets. It recommends uploading offline events to datasets and converting an Offline Conversions API integration into a Conversions API integration.
FAQ
Does the Conversions API replace the Meta Pixel?
No. Meta recommends using both. Its guidance is that if you send website events through the Conversions API, you should consider also using the pixel, and that sharing the same events through both tools improves connection reliability. Send matching event IDs so Meta counts each action once.
How long does a Conversions API setup take?
Meta says anything from hours to weeks to months, depending on the setup method and how long your internal approvals take. The Meta-enabled option is one click. A new direct integration takes 2 to 4 weeks, or 1 to 2 weeks if you already send website events and are adding app, offline or messaging events.
Do I need a developer for the Conversions API?
Not for every route. Meta says many integrations don’t require a developer: the Meta-enabled option needs only your pixel, and commerce platform integrations take a few clicks. A direct integration through code does need a developer, and it gives you control over which events and customer details you send.
Sources
- About Conversions API (Meta, checked 2 Oct 2026)
- Compare Conversions API setup options (Meta, checked 2 Oct 2026)
- Prepare your business to use the Conversions API (Meta, checked 2 Oct 2026)
- Set up and install the Meta Pixel (Meta, checked 2 Oct 2026)
- About datasets in Meta Events Manager (Meta, checked 2 Oct 2026)
- About deduplication for Meta Pixel and Conversions API events (Meta, checked 2 Oct 2026)
Drafted with AI and checked claim by claim against the pages linked under Sources. Found a mistake? Tell us via the corrections policy.