Facebook Pixel and Conversion API (CAPI) integration ensures accurate tracking of user interactions, improving ad performance and attribution.
Facebook Pixel is a JavaScript snippet added to your website to track user actions like page views, add-to-cart, and purchases. To install it, go to Meta Business Manager → Events Manager, create a Pixel, and add the Pixel code to your website. If using Google Tag Manager (GTM), set up a Meta Pixel Tag, enter your Pixel ID, and configure event triggers.
Conversion API (CAPI) enhances tracking by sending event data directly from your server to Facebook, reducing dependency on browser-based tracking. To integrate CAPI, use Facebook’s Events Manager to set up Server Events, select Manual Integration or Partner Integrations (like Shopify, WordPress, or GTM Server-Side), and configure event parameters. If coding manually, send events using Facebook’s Graph API with your Access Token.
For best results, use both Pixel and CAPI together. Enable Event Matching in Meta Events Manager to deduplicate events and ensure accurate tracking. This setup helps improve ad targeting, attribution, and conversion tracking, even with browser restrictions like iOS 14 updates.