Your Meta Pixel loses conversions to ad blockers, iOS and expired cookies. The Meta Conversions API — running from your own server container — sends those conversions to Meta server-side, with Enhanced Matching and event dedup. So your measurement stays complete.
Shops that add CAPI to the Pixel recover conversions the browser dropped — how much depends on your traffic mix and which customer data your shop sends along. The server-to-server route fills the gap left by browser blocking.
Server-side, you have access to hashed email, phone, externalID and IP — data the Pixel can't always send. Meta's Event Match Quality typically rises as more hashed data reaches it.
Ad blockers, Safari's tracking protection and denied or expired cookies drop a growing share of your Pixel events before they reach Meta. CAPI sends those events from your own server instead — deduplicated against the Pixel so nothing counts twice.
The CAPI payload passes through your own server in Amsterdam before it reaches Meta — so you decide which fields go along. First-party control on your own domain; your Access Token is never stored with us, it lives in your own container.
We deliver a ready-to-go CAPI guide with your own GTM server container as the endpoint.
event_ids that match between client and server. Meta then deduplicates automatically. No double attribution.
Meta's new EU requirements (as of March 2026) call for consent signals in every CAPI call. We handle that automatically.
With marketing consent, events flow to Meta with hashed matching. Full attribution.
Without marketing consent, nothing goes to Meta — full stop. That's why Events Manager shows fewer conversions than your own back office: you only measure visitors who agreed. Not a bug — honest measurement.
Your cookie banner determines which status applies. We provide a standard Consent Mode v2 integration — works with all common CMPs. Or use our own Consent Mode V2 Banner — free from Business onwards.
CAPI is included in every plan as standard. No upsell, no separate module.
No — and that's exactly the point. Running Pixel + CAPI in parallel is Meta's official recommendation. With event_id dedup, duplicate events are automatically counted as one. The Pixel covers the cases where it works (fast, real-time), CAPI fills the gap for blocked sessions.
All Meta events: Purchase, AddToCart, Lead, CompleteRegistration, Search, ViewContent, InitiateCheckout, AddPaymentInfo. Lead-gen campaigns often see the biggest gain from CAPI — that's where iOS tracking loss has the most impact.
We hash (SHA-256) email, phone and other identifiers server-side, before they go to Meta. Meta matches those hashes against its user database. Your raw PII never leaves your server. The EMQ score in Meta Events Manager shows how well the matching is working.
Each website can have its own Pixel ID + Dataset ID + Access Token. Manage every site from one dashboard.
Yes — and that's the standard. All tags run through the same GTM server container. See also Google Ads server-side for Enhanced Conversions + Dynamic Remarketing.
Running Microsoft Advertising as well? There is a separate server-side connection for that — switched on independently in the same dashboard, also included.
Enhanced Matching, deduplication and a consent gate — seventeen events, pick the ones you need. Meta CAPI is included in every plan.
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