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Meta Pixel and Conversions API experts

Give Meta the real signal: every conversion, with its value, from your server.

We set up the Meta Pixel and the Conversions API together: the same event on both sides, deduplicated, enriched with your customer data, and readable in event match quality.

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EdgeAngel Meta Pixel and Conversions API expertise

Two channels for one event, and a signal that says what a customer is worth

01

Setting up the pixel and the API

The pixel stays, the API is added. Both send the same event, and Meta keeps the first one received thanks to a shared identifier.

  • Meta Pixel: deployed from Google Tag Manager, fired after consent, with the standard events, purchase, lead, add to cart, and their parameters
  • Conversions API from a server-side container: the same event sent from a GTM server on your domain, or from your back office and your CRM
  • Conversions API Gateway: Meta's no-code gateway, provisioned from Events Manager, when no server container exists yet
  • Deduplication: an identical `event_id` on both sides, the rule that avoids double counting and makes the API a complement rather than a duplicate
  • E-commerce platforms: the native connectors when they exist, and what they leave out, value, margin, customer status
02

Event match quality and customer data

Meta matches each event to a person. The more identifiers it receives, the more it matches, and the more the optimisation learns on real people.

  • Event match quality: the Poor, Okay, Good or Great score in Events Manager, read per event, and what makes it rise
  • Hashed customer parameters: email, phone, first and last name normalised then SHA-256 hashed, `external_id` from your CRM, IP address and user agent
  • Browser identifiers: `fbp` and `fbc`, the pixel cookie and the click identifier, passed to the API to match the visit with the server event
  • Consent: the pixel and the API wired to your CMP, for collection that complies with ePrivacy and GDPR, detailed on our compliance offering
  • Diagnosis: duplicated, late or parameterless events, read in Events Manager before opening the budget
03

Value, offline and measurement

The API is the only channel through which Meta learns what a customer is worth. That is where steering on margin and new customers becomes possible.

  • Value and margin in the event: the purchase amount, its margin and the new customer status, for value optimisation and a minimum ROAS that mean something
  • Offline conversions: call, store visit, signature in the CRM, sent through the Conversions API since the Offline Conversions API was retired on 14 May 2025
  • Lead events: a lead becoming a qualified customer sent from the CRM, so that Meta Ads campaigns optimise quality and not the form
  • Incremental attribution: the April 2025 Ads Manager setting, read in measurement mode on acquisition campaigns
  • Conversion Lift: Meta's exposed-versus-control test, at least seven days and around a hundred incremental conversions for a stable result, complemented by our independent tests

The tool

Meta Pixel and Conversions API, our reading

The Meta Pixel is the script placed on a site that sends a visitor's events to Meta from the browser. The Conversions API is the interface through which an advertiser sends those same events from its server, its back office or its CRM, to connect web, app, CRM and offline events to Meta's systems, in the words of its documentation. The two are set up together: a shared event identifier lets Meta deduplicate, and keep the first one received.

Two markers of the year. The Offline Conversions API was retired on 14 May 2025: offline conversions have since gone through the Conversions API, with an action source that qualifies them. And event match quality, scored Poor, Okay, Good or Great in Events Manager, depends on the customer parameters sent, hashed email and phone, external identifier, IP address, user agent, browser identifiers.

Updated September 2026

What the API does very well: giving Meta back what the browser loses

Blockers, iOS restrictions, consent refused on the pixel: part of the conversions never reach Meta through the browser, and the algorithm optimises on what it receives. The Conversions API sends the event from a place the browser does not control, with identifiers that let Meta match it to a person. On the accounts we set up, it is the first move after the audit, before any restructuring: a campaign that receives half its conversions learns by half.

What the API really is: the value channel

The pixel says a purchase happened. The API can say how much it brought in, what margin it carries, and whether the buyer was a new or a returning customer. That difference is what makes steering on margin and new customers possible: an Advantage+ campaign that receives margin goes and finds profit, a campaign that receives the new customer event goes and finds strangers. Without the API, those strategies stay intentions. Value is computed on your side, in your back office or your warehouse, and the API carries it.

Meta Advantage+, what we delegate and what we keep

Where it stops: it measures what Meta saw

A conversion sent through the API is attributed by Meta to an exposure, within the chosen window. It does not say whether it would have happened without the ad. Meta offers two answers, the Conversion Lift test, exposed versus control, and the incremental attribution launched in April 2025, both measured by Meta on Meta. To arbitrate between Social, Search and the rest, an independent measurement is needed, geo-lift or Causal Impact, framed before launch. The API makes the signal complete; it does not make it causal.

Our Advanced Media Measurement offering

Sources : The Conversions API, Meta for Developers documentation · About event match quality, Meta Business Help

Our expert notes : Server-side tagging, what it changes and how to set it up · Measuring a campaign's real impact with Causal Impact

Frequently asked questions about the Meta Pixel and the Conversions API

Does the Conversions API replace the Meta Pixel?

It complements it. The pixel provides the browser identifiers, the fbp cookie and the fbc click identifier, which the API reuses to match the visit with the server event. Both send the same event with the same identifier, and Meta keeps the first one received. A site with only the API loses matching; a site with only the pixel loses conversions.

What is event match quality, and how do you raise it?

The score Events Manager gives each event, Poor, Okay, Good or Great, based on the share of events Meta could match to a person. It rises with the customer parameters sent: SHA-256 hashed email and phone, your CRM's external identifier, IP address, user agent, and the fbp and fbc browser identifiers. We read it per event before opening the budget.

How do I send my offline conversions, in-store sales or signatures?

Through the Conversions API, with an action source that qualifies them, since the Offline Conversions API was retired on 14 May 2025. The event leaves your CRM or your point of sale with the customer's hashed identifiers, and Meta matches it to the people exposed. It is also the path to tell Meta that a lead became a qualified customer.

Do I need a GTM server, or is Meta's gateway enough?

Meta's Conversions API Gateway is provisioned without code from Events Manager and relays the pixel's events server side: it is fine to start. A server-side GTM container on your domain does the same for all your platforms, Meta, TikTok, Google, and enriches the event with margin and customer status from your systems. It is the one we set up as soon as several platforms are involved.

Does consent change what I can send through the API?

Yes. The API sends from your server, but the data it carries remains subject to the consent collected on the site, like the pixel's. We wire both to your consent management platform: without consent, no personal identifier leaves. What you lose then is measured, and partly compensated by Meta's modelled attribution.

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Paul Schmitt

Paul Schmitt

Consulting Director

"Our goal is to make your data actionable to generate concrete value, quickly."

The team