Facebook Conversions API

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Meta CAPI Server-Side Events - Track Purchases, Leads & Custom Conversions

Send offline conversions and server-side events to Meta Conversions API. Track purchases, leads, and custom events with automatic PII hashing for Facebook and Instagram ads attribution.

Features

Event Sending

• send_event - Send a single conversion event
• send_batch_events - Send multiple events in one request
• test_event - Send test event (visible in Events Manager)

Pixel Management

• list_pixels - List all pixels in ad account
• get_pixel_info - Get pixel details and stats
• validate_events - Validate event data before sending
• get_event_stats - Get event processing statistics

Standard Events

Event Name	Description
Purchase	Completed transaction
Lead	Lead form submission
CompleteRegistration	Account signup
AddToCart	Item added to cart
InitiateCheckout	Checkout started
Subscribe	Subscription signup
Contact	Contact form/call
ViewContent	Page/product view
Search	Site search

Event Data

User Data (for matching)

All PII is automatically SHA256 hashed:

• email - Customer email
• phone - Customer phone (E.164)
• firstName, lastName - Customer name
• city, state, zipCode - Address
• country - ISO country code
• externalId - Your customer ID

Click IDs (for attribution)

• fbclid - Facebook click ID from URL
• fbc - Facebook click cookie
• fbp - Facebook browser ID cookie

Event Properties

• value - Conversion value
• currency - ISO 4217 code
• orderId - Transaction ID (for deduplication)
• contentIds - Product IDs
• eventTime - When conversion occurred

Action Sources

Source	Use Case
website	Web conversions
app	Mobile app events
phone_call	Call center sales
chat	Chat/messaging sales
email	Email conversions
physical_store	In-store purchases
system_generated	Automated events

Example Usage

Single Purchase Event

{
  "task": "send_event",
  "pixelId": "123456789",
  "eventName": "Purchase",
  "email": "john@example.com",
  "value": 99.99,
  "currency": "USD",
  "orderId": "ORD-12345",
  "actionSource": "physical_store"
}

Batch Events

{
  "task": "send_batch_events",
  "pixelId": "123456789",
  "events": [
    {
      "eventName": "Purchase",
      "email": "john@example.com",
      "value": 99.99,
      "orderId": "ORD-001"
    },
    {
      "eventName": "Lead",
      "email": "jane@example.com",
      "phone": "+15551234567"
    }
  ]
}

Event Match Quality

Higher match quality = better attribution. Include:

1. fbclid/fbc - Best match (click-based)
2. email + phone - Strong match
3. email + name + location - Good match
4. email only - Moderate match

Deduplication

Facebook deduplicates by:

• event_id - Your unique event identifier
• orderId + eventName - Transaction-based

Always include orderId to prevent duplicate conversions.

Testing

Use testEventCode from Events Manager to:

1. Verify events reach Facebook
2. Check match quality
3. Debug data issues

Test events appear in Events Manager > Test Events.

Pricing

$0.01 per query (all tasks)

Rate Limits

• 1,000 events per request (batch)
• 1,000 requests per hour per pixel
• Events should be within 7 days