Meta's way of sending conversion events, such as purchases, directly from your server or e-commerce platform to Meta, instead of only from the visitor's browser through the pixel.
Example
Some of Meera's buyers use browsers that block the pixel. With the Conversions API switched on through her store platform, the purchase is still sent from her server, so Meta sees more of her ₹2,000 orders.
How you'll hear it
“Set up the Conversions API alongside the pixel; browser-only tracking is missing orders.”
Don't confuse it with
- Pixel: browser-side tracking.
- Enhanced conversions: Google's related feature for sending hashed customer data.
Related terms
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Sources
- Conversions API, Meta for Developers