Pixel, Conversions API & tracking setup

Meta can only optimize on the signal it receives. Weak tracking means weak optimization — and wasted spend — no matter how good your creative is.

The two layers

• The Pixel tracks browser-side events. Still useful, but increasingly limited by privacy changes and ad blockers.
• Conversions API (CAPI) sends events server-side, recovering signal the Pixel misses. Running both, deduplicated, is now the standard.

Get it right

1. Verify your domain in Business Manager first.
2. Install the Pixel and confirm events fire in Events Manager.
3. Add CAPI (directly or via a partner integration) and set event IDs so events dedupe.
4. Prioritize your key events for Aggregated Event Measurement.