What is the Conversions API?

The Conversions API creates a direct connection between your store and your Meta ad account. It allows you to send tracking events about your store visitors directly to Meta's server.

The Conversions API is similar to regular web pixels with the exception that events are sent from the server rather than the storefront. This makes event delivery more reliable and removes the possibility of ad blockers or other browser technologies preventing data being sent.

Providing these events to Meta on the server produces higher quality attribution data and can improve ad targeting, reduce cost per conversion and more accurately measure if clicks convert into customers.

When you enable Conversions API on your Origin account these events are sent to Meta automatically for all visitors where tracking is permitted.

Learn more about the Conversions API on Facebook.

Updated on: 28/10/2025