Meta System Conversion API

Meta System Conversion API

The Meta System Conversion API, also known as the Meta Conversion System API, is a tool created by Meta that helps improve marketing efforts by creating a direct connection between marketing technology and the Meta platform.


Tracking blockers

Meta pixel is a browser-side tool. This means that it tracks data through the user’s browser. The web browser is also where the user can install cookie blockers and ad blockers or disable tracking cookies altogether. Browsers sometimes crash, losing data tracks. They can also lose data when connections are poor.  The Meta conversion API, on the other hand, is a server-side tool. It allows conversions to be tracked via the site’s server, rather than the client’s browser. Instead of tracking “browser pixel events,” it tracks “server events.”


API vs. Performance

The Conversion API thus creates a direct connection between marketing data and Meta platforms for optimizing ad performance. This helps advertisers use their marketing data to optimize ad targeting, lower the cost of operation and get a complete picture of campaign performance while respecting user privacy. Meta claims that advertisers who implemented the Conversion API recorded an average of 19% more purchase events, and lowered the cost of acquiring conversions.


Benefits of Meta’s System Conversion API

Using Meta’s Conversion API, you can increase the amount of data and its usability, so you have the ability to use your information gathering infrastructure more efficiently. The Conversion API allows you to use the collected data in a variety of ways. In doing so, it uses solutions for optimization and performance enhancement, such as targeted ads, custom audience categories and post-conversion optimization.


The Meta Conversion API helps secure the privacy of user data by eliminating the need to transfer all information to Meta servers. Data is transmitted securely and anonymized. The Conversion API works independently of web browsers and can be more reliable than traditional pixels, which can be blocked by anti-advertising software. The conversion API can also provide near real-time data, which allows for faster response to changes in user behavior and more dynamic adjustment of ad campaigns. The Conversion API can also integrate data from various sources, enabling comprehensive analysis and optimization of ad campaigns.


Conversion API configuration

There are several methods to configure the conversion API. The easiest way is to implement a ready-made affiliate integration. This option is only possible for the most popular CMS platforms such as WordPress, Joomla, Shopify or Magento. In this case, the integration is very simple and takes little time.  Getting more control over the integration process, creating a direct integration with the conversion API, requires the participation of developers. So it is a much more time-consuming and costly option, but it offers more possibilities.



Meta’s Conversion API is another solution included in Meta’s data toolkit, which works with Facebook’s pixel to ensure that you get all the data you need. Meta’s Conversion API allows advertisers to accurately monitor user actions on websites and mobile apps. It allows them to measure ad effectiveness, identify trends, optimize budgets and adjust advertising strategy in real time.


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