Meta Conversions API (CAPI) server-side tracking
Send your store's conversions to the Meta Conversions API from the server, not from the browser: deduplicated with your Meta pixel on a shared event ID, gated on marketing consent and processed in the EU. No CAPI Gateway to deploy on your own cloud, no GTM server container to configure: one connection key, and the same event also reaches GA4, TikTok, Pinterest, Google Ads and Microsoft Advertising.
Your dataset ID and access token stay encrypted on our side: you never paste them into your store.
What is the Meta Conversions API?
The Meta Conversions API: commonly shortened to CAPI: is a server-to-server interface. Instead of asking the visitor's browser to report a purchase to Meta, your server sends the event directly. The request leaves your infrastructure, so an ad-blocker or a browser cookie policy has nothing to intercept.
CAPI is not a replacement for the pixel
Meta's own guidance is to run both. The pixel captures browser signals the server never sees; the server event survives when the pixel is blocked. Together, deduplicated, they cover each other's blind spots.
The event ID is what prevents double-counting
Both sides send the same event_id for the same conversion.
Meta matches them and keeps one. Without that shared ID, running pixel
and CAPI together inflates your reported conversions.
Server-side does not mean consent-free
Moving a tag to the server changes where the request comes from, not whether you need permission to send it. Marketing consent still applies, and we enforce it on both layers.
Looking for the wider picture rather than Meta specifically? Read what server-side tracking is and how it works.
Why the Meta pixel alone under-reports your sales
The pixel runs in the customer's browser: the one place in the chain you don't control, and the place under the most pressure.
-
Ad-blockers
stop the pixel from loading on the thank-you page: the purchase is simply never reported to Meta.
-
Safari ITP and browser cookie limits
shorten or delete the
_fbpcookie the pixel relies on to tie a sale back to the ad that produced it. -
Thin customer parameters
mean a low Event Match Quality: the browser rarely has the hashed email or phone your order record already holds.
The result is not just a reporting gap. Meta's delivery optimisation learns from the conversions it receives: under-reported sales mean the algorithm is optimising on a partial picture of who actually buys.
A managed Meta CAPI connection, without the plumbing
Install the connector for your platform, or call our API directly, and every funnel step is mirrored server-side to the Meta Conversions API, deduplicated with the pixel and gated on consent.
Conversions that survive the browser
The server-side purchase is delivered from your infrastructure. When the pixel is blocked, that event is the one Meta receives.
Deduplication handled for you
The connector emits the same event_id
(order_<id> for purchases) on both sides. You don't
wire up the matching logic yourself.
Richer customer parameters
The server event can carry the hashed email and phone from the order,
plus fbp/fbc, IP and user agent: the inputs
behind Event Match Quality.
Nothing lost in transit
A retry queue replays retryable delivery failures automatically, so a brief outage on either side doesn't cost you a conversion.
Consent enforced twice
The browser layer injects nothing without marketing consent, and the dispatcher applies a second check before anything reaches Meta.
Token never in your store
Your dataset ID and CAPI access token are encrypted on our side. A compromised store front-end can't leak them.
Inspector to prove it works
Every event and its per-destination status is visible in the Inspector, so you can confirm delivery to Meta rather than assume it.
One event, six destinations
The same conversion also reaches GA4, TikTok, Pinterest, Google Ads and Microsoft Advertising, no second integration to build.
Connecting your store to the Meta Conversions API
Add your Meta credentials once
In your DataFirefly account, add your Meta dataset ID and a Conversions API access token generated in Events Manager. They're stored encrypted and never sent to your store.
Install the connector for your platform
PrestaShop,
WooCommerce or
Shopware: then paste
your single dfss_ connection key. On any other stack, post
events to our API.
Verify in Events Manager
Place a test order, then check the Inspector for a delivered
purchase and confirm the same event in Meta Events
Manager, with the pixel and server rows deduplicated into one.
CAPI Gateway, server-side GTM or a managed connector?
Three routes reach the same Conversions API. They differ in what you have to run, and in whether Meta is the only destination.
Meta's Conversions API Gateway
Infrastructure you deploy and pay for on your own cloud account. Close to Meta's own tooling, dedicated to Meta. You own the hosting, the updates and the bill.
Server-side GTM
A GTM server container you host and configure, with a Meta tag inside. Maximum control over tags and variables, and a real GTM skill set required to build and maintain it.
DataFirefly
A managed connector: no container, no cloud account, one key. Meta CAPI plus GA4, TikTok, Pinterest, Google Ads and Microsoft Advertising from the same event, EU-hosted.
When another route fits better. If Meta is your only channel and you want everything inside Meta's own ecosystem, the CAPI Gateway is a perfectly sound choice. If you have GTM expertise in-house and need tag-level control over transformations, server-side GTM is more flexible than we are. We're the better fit when you want conversions reaching several platforms reliably without becoming a tracking infrastructure team. See also our server-side tagging versus server-side tracking comparison, our Stape alternative and Addingwell alternative pages.
Meta CAPI tracking for every e-commerce platform
PrestaShop
A native module that sends the full funnel to Meta CAPI, with deduplication and consent handling built in.
WooCommerce
A WordPress plugin with a retry queue, an Activity panel and HPOS support, delivering purchases server-side to Meta.
Shopware 6
A Shopware plugin covering the same funnel, connected with the same single key.
Shopify
Shopify's order webhooks, subscribed in minutes with the same single key. Nothing to add to the theme.
A headless front-end or a custom stack? Post your events to our API and the dispatcher handles Meta CAPI and every other destination the same way. Tell us about your setup.
Meta CAPI included in every plan
One subscription covers your whole account and all its destinations: Meta CAPI is not a paid add-on. Move up a tier for more sites and more monthly events.
Free
Free while you stay under the monthly allowance: nothing breaks if you go over.
Starter
For a single store getting Meta CAPI in place properly.
Billed €390 per year: 12 months commitment, no pro-rata refund.
Growth
For merchants and small agencies running up to five stores.
Billed €1 190 per year: 12 months commitment, no pro-rata refund.
Scale
For agencies and portfolios managing up to twenty stores at higher volume.
Billed €3 490 per year: 12 months commitment, no pro-rata refund.
Just want to try the connection first? The free plan lets you send events and see them land before you subscribe.
Sending data to Meta, under European rules
Server-side tracking moves where the request comes from. It does not move you outside the GDPR: so we built the consent checks in rather than around.
Events are processed in the EU before they reach Meta.
Nothing fires client-side without marketing consent, and the server re-checks.
Your CAPI token is encrypted at rest and never sent to the browser or the store.
Email and phone are hashed as Meta requires: raw identifiers are not sent.
A data processing agreement covering this flow is on our DPA page.
Tracked in real time on our public status page, in line with our SLA.
Frequently asked questions: Meta Conversions API
What is the Meta Conversions API (CAPI)?
A server-to-server interface that lets your own server send marketing events (page view, add to cart, purchase) directly to Meta, instead of relying on the Meta pixel running in the visitor's browser. Because the request leaves your infrastructure rather than the browser, it is not affected by ad-blockers or by browser restrictions on cookies. Meta recommends running the pixel and the Conversions API together, with both sides deduplicated.
How do you connect a website to the Meta Conversions API?
Three usual routes: write your own integration against Meta's API, deploy Meta's Conversions API Gateway on your own cloud infrastructure, or use a managed connector. With DataFirefly you install the connector for your platform (PrestaShop, WooCommerce, Shopware) or call our API, then paste a single connection key. Your dataset ID and access token are stored on our side, encrypted: you never paste them into your store.
Will the Conversions API count my conversions twice?
Not when deduplication is set up. Each conversion carries a shared event
ID (order_<id> for purchases) sent by both the browser
pixel and the server-side event. Meta matches the two on that ID and
counts the conversion once. If the pixel is blocked, the server event
still arrives and the conversion is recorded: that is the whole point
of running both.
What is the difference between the Conversions API and the CAPI Gateway?
The Conversions API is the interface itself. Meta's Conversions API Gateway is one way to reach it: a piece of infrastructure you deploy and pay for on your own cloud account, dedicated to Meta. DataFirefly is a managed alternative that reaches the same API without any infrastructure on your side, and sends the same event to GA4, TikTok, Pinterest, Google Ads and Microsoft Advertising at the same time.
Is server-side tracking to Meta GDPR-compliant?
Server-side tracking does not remove the need for consent. Our connectors gate both the browser layer and the server layer on marketing consent, and the dispatcher applies a second check before any event leaves for Meta. Events are processed in the EU (Germany), a DPA is available, and the access token never leaves our server. Server-side is a reliability and data-quality mechanism, not a way around a consent banner.
Does the Conversions API improve Event Match Quality?
It can. A server-side event can carry customer parameters the browser
often loses: hashed email and phone from the order, the
fbp and fbc identifiers, IP address and user
agent. More matched parameters generally means a higher Event Match
Quality score in Events Manager, which is what Meta uses to attribute
conversions back to an ad. How much it improves depends on which
parameters your store actually holds at conversion time.
Meta, Facebook and Instagram are trademarks of Meta Platforms, Inc. DataFirefly is not affiliated with Meta. Product names are used to describe interoperability.
Stop losing Meta conversions to the browser
Send the complete, deduplicated funnel to the Meta Conversions API: consent-aware, EU-hosted, with GA4, TikTok, Pinterest, Google Ads and Microsoft Advertising from the same event.