In brief
The Conversions API sends events directly from your server to Meta, without relying on the browser. It complements the pixel when the pixel is blocked (ad blockers, restrictive browsers, cookie refusals). To use it, you need an access token.
Why it matters
The pixel alone loses events. With both, Meta receives more reliable signals, which helps measurement and optimization.
Before you start
You already have a dataset (pixel) in Events Manager. Decide who will use the token: your developer, or your website platform (Shopify, WooCommerce…), which asks for it in its settings.
The steps
- Open Events Manager and choose your dataset.
- Go to the Settings tab.
- Scroll down to the Conversions API section.
- Click Generate access token.
- Copy the token right away and store it somewhere safe (a password manager).
- Paste the dataset ID and the token into your platform or your server code.
- Check in Overview: the Conversions API should appear as active (or “waiting for the first event”).
- Send a test event and check it in Test events.
Pitfalls to avoid
- Publishing the token in code that anyone can see (web page, public repository): anyone could send fake data.
- Sending the same event through the pixel and the API without a shared identifier: it would be counted twice (this is called deduplication).
- Picking the wrong dataset.
- Sending people’s data without their consent.
Key takeaways
- Pixel = browser; Conversions API = server. Use both.
- The token is a secret: don’t share it.
- Deduplicate events.
Practice in TRIALO
TRIALO simulates results without real tracking. Use the guide to prepare the technical file you would hand to a developer.