Meta Conversions API,
delivered server-side.
Meta runs Facebook, Instagram, Messenger, and the Audience Network — still the most powerful paid social stack on the internet. But since iOS 14, the browser Pixel has been bleeding signal. Only 30–60% of events reach Facebook, and the ones that do are stripped of the identifiers Meta needs to attribute.
Ingest Labs sends your events to the Meta Conversions API server-side — deduplicated against your Pixel, enriched with first-party identity, and gated by user consent. Higher match rates, complete attribution, and no browser taxes.
Why Meta + Ingest Labs
The Meta Pixel shipped in 2015, back when the browser was a trustworthy runtime for ad tech. A decade later, it isn't. Apple's Intelligent Tracking Prevention, iOS 14's App Tracking Transparency, ad blockers, and shrinking cookie windows have all taken their bite — and they keep biting quarterly.
The Conversions API is Meta's answer: a server-to-server channel that sidesteps every browser restriction and accepts a richer PII payload than the Pixel ever could. But CAPI only works if the events you send are clean, deduplicated against your Pixel, enriched with identity, and compliant with the user's consent.
That's what Ingest Labs does. One install, one consent policy, one identity graph — and Meta starts receiving server-side events that match users at 70–90% instead of 30–50%.
Integration resources
Setup guide for the Meta Conversions API destination, including event mapping and deduplication.
Contact for setup guide
Meta for Business — where campaigns, Pixel, and Conversions API events are managed and optimized.
Visit Meta for BusinessMeta's official Conversions API reference — event schema, parameters, and deduplication logic.
Meta CAPI docsKey benefits
Every signal Meta needs to optimize your campaigns — captured server-side, matched, and deduplicated.
- Recover up to 40% of conversions lost to ad blockers and iOS restrictions
- Lift Meta customer match rates from 30–50% to 70–90% with first-party identity
- Deduplicate Pixel + CAPI events automatically via deterministic event_id
- Enforce GDPR, CCPA, and Consent Mode — no leaks, no audit risk
- Stream server-side purchases, leads, and custom events with sub-second latency
- No browser performance penalty — events never touch the user's device
Frequently Asked Questions
What is Meta Conversions API?
Conversions API (CAPI) is Meta's server-to-server alternative to the browser Pixel. It sends conversion and engagement events directly from your server — bypassing ad blockers, iOS 14+ restrictions, and browser tracking prevention. Ingest Labs handles the full CAPI pipeline, including event deduplication with your existing Pixel.
Will running CAPI double-count my conversions?
No. Ingest Labs attaches a deterministic event_id to every browser and server event, so Meta deduplicates them on ingestion. You get one conversion per purchase in Ads Manager — never two.
Do I still need the Meta Pixel if I'm using CAPI?
Meta recommends running both in parallel. The Pixel captures in-browser signals; CAPI fills the gaps where the browser fails. Together they deliver a complete, deduplicated picture of campaign performance.
How does this improve my match rate?
Meta matches events to users via hashed email, phone, FBP cookie, IP, and more. Browser-side, many of these are missing or stripped by privacy tooling. Server-side, we pass the full set of identifiers — typically lifting match rates from 30–50% to 70–90%.
Is this GDPR and CCPA compliant?
Yes. Ingest Labs integrates with OneTrust, Consentmo, and custom consent frameworks. Events are only forwarded to Meta when the user has granted marketing consent — and every decision is logged for audit.
How long does setup take?
Most customers are live on Meta CAPI in under 24 hours. Shopify stores install the Ingest Labs app in minutes; custom sites use our SDK plus server-side tag manager.
Ingest Labs Meta integration: Server-side Conversions API (CAPI) for Facebook and Instagram ads. Recovers conversions lost to iOS 14+, ad blockers, and browser cookie restrictions. Improves Meta customer match rate, deduplicates Pixel and CAPI events, and enforces GDPR and CCPA consent server-side. Live in under 24 hours.
Run Meta on server-side signals that actually reach Facebook.
Higher match rates, cleaner attribution, compliant delivery — live in under a day.