Conversions API Setup
Meta's Conversions API sends conversion events from your server directly to Meta, alongside the browser pixel. It recovers events lost to ad blockers, iOS restrictions and browser limits, which improves both reporting accuracy and the quality of Meta's automated bidding.
Prices shown are starting points. The final cost depends on the size and scope of your project, and we confirm it in writing before any work begins.
The pixel alone misses a substantial share of conversions. That matters less for reporting than for optimisation: Meta's algorithm learns from the events it receives, so missing events mean it forms a worse model of who buys and spends your budget accordingly.
Correct implementation requires deduplication: the same conversion arriving from both browser and server must carry a matching event ID, or it is counted twice and every metric becomes untrustworthy in the other direction.
What's included
- Conversions API integration for your platform
- Event deduplication with matching event IDs
- Customer information parameters for match quality
- Event Match Quality monitoring and improvement
- Purchase, lead and custom event coverage
- Consent-compliant configuration
- Before-and-after event volume comparison
Questions people actually ask
Will CAPI double-count my conversions?
Only if deduplication is set up incorrectly. Browser and server events must share an event ID so Meta recognises them as the same conversion. Getting this wrong is the most common implementation error and it inflates every number.
What is Event Match Quality and why does it matter?
It scores how well Meta can match your events to real users, based on the customer parameters you send: email, phone, name, location, all hashed. Higher match quality means better attribution and better optimisation. Below about 6 out of 10 is worth fixing.
Does Shopify have this built in?
Shopify's Meta channel provides a basic CAPI integration that covers standard events. It works for simple stores. Custom events, better parameter coverage and higher match quality generally need a dedicated implementation.