Meta Conversions API: server-side setup without the headache

Meta still needs events from the browser for optimisation, but browser-only delivery is increasingly incomplete. iOS restrictions, ad blockers, and cookie loss all shave match rates.

The Conversions API (CAPI) sends events directly from your server to Meta, improving attribution when paired with the Pixel.

Start with purchase and lead events — the ones that directly affect bidding. Use the same event IDs on browser and server so Meta can deduplicate.

Validate in Events Manager before you scale spend. Most issues are duplicate events or mismatched parameters, not Meta’s API itself.

Intently can forward normalised events to Meta CAPI from your edge layer, respecting consent and enriching payloads with the fields Meta expects.

Your team keeps one event schema; Intently handles the Meta-specific formatting and retries.