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Frequently Asked Questions
What is the Facebook Conversion API?
The Facebook Conversion API (CAPI) is a server-side tracking tool that sends conversion data directly from your server to Facebook. It works alongside the Facebook Pixel to provide more accurate tracking, especially as browser-based tracking becomes less reliable due to ad blockers and privacy restrictions.
Do I still need the Facebook Pixel if I use CAPI?
Yes. Meta recommends running both the pixel and CAPI together. The pixel handles browser-side interactions and supports retargeting audiences, while CAPI ensures complete conversion data through server-side tracking. Together they provide redundant, comprehensive coverage.
How long does it take to set up the Conversion API?
Setup time depends on your platform. Shopify and WordPress stores can enable CAPI in under 30 minutes using built-in integrations. Custom implementations or GTM server-side setups typically take a few hours. Enterprise CRM integrations like Salesforce may take a few days.
Will CAPI slow down my website?
No. CAPI events are processed server-side and have zero impact on your website's page load speed or user experience. The events are sent asynchronously from your server after actions occur, so visitors never experience any delay.
What platforms does CAPI support?
CAPI works with virtually any platform. Shopify, WordPress/WooCommerce, Magento 2, BigCommerce, and Salesforce all have dedicated integration paths. You can also implement CAPI on custom-built websites using Meta's API directly or through Google Tag Manager server-side.
How much does the Conversion API cost?
The Conversion API itself is free to use — there are no API fees from Meta. However, some implementation methods have associated costs. GTM server-side requires cloud hosting ($30-150/month depending on traffic). Platform plugins are often free. Custom development requires developer time.
What is Event Match Quality and why does it matter?
Event Match Quality (EMQ) is Facebook's score for how well your server events can be matched to Facebook user profiles. Higher EMQ scores lead to better ad optimization and more accurate attribution. Meta recommends targeting an EMQ score of 6.0 or higher for optimal performance.
How do I know if CAPI is working correctly?
Use Facebook's Test Events tool in Events Manager to verify your implementation. You should see events marked with both 'Browser' and 'Server' connection methods. Monitor your Event Match Quality scores and check that conversion numbers align with your actual sales data.