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Setup GuidesUpdated 2026-03-23

How to set up Conversions API (CAPI)

CAPI sends server-side events to Meta, improving tracking accuracy and ad performance -- especially for iOS 14+ users.

How to set up Conversions API (CAPI)

The Conversions API (CAPI) sends events from your server directly to Meta, bypassing browser limitations like ad blockers and the iOS 14 privacy changes. When used alongside the Meta Pixel, CAPI significantly improves the completeness and accuracy of your conversion data.

Why CAPI matters

After Apple's App Tracking Transparency changes in 2021, browser-based pixel tracking started missing a significant percentage of conversions. Meta estimates that businesses using CAPI alongside their pixel see 10-20% more reported events on average. Better data means better algorithm optimization and lower cost per acquisition.

Setup steps

  1. Go to Meta Events Manager > Settings > Conversions API
  2. Choose your setup method:
    • Partner Integration (recommended) -- available for Shopify, WooCommerce, and other major platforms
    • Manual setup -- for custom websites and developers
  3. For Shopify: install the Facebook & Instagram app from the Shopify App Store -- it handles CAPI automatically with no code required
  4. For WordPress / WooCommerce: install the Facebook for WordPress plugin and follow the connection wizard
  5. After setup, test your CAPI configuration using the Test Events tool in Events Manager

Pro tip

Use the Test Events tool in Meta Events Manager to send test events and verify they are being received server-side. You should see events labeled "Server" alongside your browser "Browser" events.

Verifying your setup

In your Meta Events Manager event log, you should see two entries for key events like Purchase:

  • One labeled Browser (from the pixel)
  • One labeled Server (from CAPI)

Meta automatically deduplicates these so your reported conversions are not doubled. If you only see browser events, CAPI is not yet sending.

Note

If you are on the Starter plan or above in Campaiyn, your next scan will automatically check whether CAPI is set up and flag it as an issue if it is not, since this directly affects your Delivery Health and Budget Efficiency scores.

Manual CAPI setup (for developers)

If you are on a custom platform, you will need to implement CAPI via the Meta Marketing API. The key endpoint is:

POST https://graph.facebook.com/v19.0/{pixel-id}/events

Each event payload requires:

  • event_name (e.g., "Purchase")
  • event_time (Unix timestamp)
  • user_data (hashed email, phone, or other identifiers)
  • custom_data (value, currency, content IDs, etc.)
  • event_source_url

Refer to Meta's Conversions API documentation for the full payload specification.

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