Platform · Act
Meta Conversions API setup
Site and CRM events reach Meta from the server, with an event ID for deduplication.
In short
Meta Conversions API is the channel CJM uses to send events to Meta from the server: site events and events that come from the CRM. Every event carries an event ID, so Meta deduplicates browser and server. Without the required consent, CJM does not send the event to Meta.
What does CJM do with the Conversions API?
It sends events to Meta from the server. They are of two types: site events, collected by the CJX™ Pixel, and offline conversions that come from the CRM. The connection to Meta is described in Meta Ads.
How does it avoid duplicates?
With the event ID. Browser and server send the same event with the same identifier and Meta counts it once. See also server-side tracking.
What about consent?
CJM checks consent before sending. If consent for user data and for personalization is missing, the event is not sent. Consent follows the banner: Consent Mode v2.
What does it not promise?
Event match quality is calculated by Meta. CJM promises no results on match quality; the Match Quality feature is coming soon.
Where does it fit?
It is part of Act. For Google, see Google Enhanced Conversions. See the plans and the free audit.
Questions about the Meta Conversions API
What is the Meta Conversions API?
It is the interface a server uses to send events to Meta. CJM uses it for site events and for offline conversions from the CRM.
Do I need a developer?
Not with Google Tag Manager installed, for site events. Without GTM, with undetected consent or with unusual forms, a code change is needed. The connection to Meta is made from the integration.
How does it avoid duplicates with the pixel?
The browser event and the server event carry the same event ID, and Meta merges them.
What happens without consent?
Meta requires consent for user data and for personalization: without it, CJM does not send the event. Consent follows the site's banner.
Enter your site. CJM takes care of tracking.
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