What is Conversions API?
The Conversions API is Meta's connection for sending conversion events from an advertiser's server, website platform, app or CRM (customer relationship management system) directly to Meta. Meta processes these server events like Meta Pixel events, so they can be used for measurement, reporting and optimisation. Meta recommends running it alongside the pixel, which it calls a redundant setup, and removes duplicates when event IDs and event names match within 48 hours.
Server events come from the advertiser's own systems, not the visitor's browser, so a browser ad blocker that stops the pixel does not stop them. Meta notes that events sent through the Conversions API may also be processed under Aggregated Event Measurement limits.
Updated
Sources
- 1.The Conversions API connects server, website platform, app or CRM data to Meta, and server events are processed like pixel events. Meta for Developers, Conversions API. Checked 14 October 2026.
- 2.A redundant pixel and Conversions API setup is deduplicated by matching event ID and event name within 48 hours. Meta for Developers, Handling Duplicate Pixel and Conversions API Events. Checked 14 October 2026.
- 3.Events sent through the Conversions API may be processed under Aggregated Event Measurement limits. Meta Business Help Centre, About Meta's Aggregated Event Measurement. Checked 14 October 2026.