How to set up the Meta Pixel and Conversions API (CAPI) properly
iOS 17, Safari ITP and ad blockers all degrade Pixel-only tracking. Set up the Conversions API alongside the Pixel for accurate Meta Ads attribution.
The browser-only Meta Pixel misses 20–40% of conversions on modern devices. The Conversions API (CAPI) sends events server-side, recovering most of that loss and keeping Advantage+ campaigns properly optimised.
- A Meta Business Manager account
- Access to your website's backend or a supported platform (Shopify, WordPress, etc.)
Step by step
- 01
Install the Pixel first
Events Manager → Connect Data Sources → Web → install the base code in your site's <head>. Verify with Meta Pixel Helper Chrome extension.
- 02
Decide on the CAPI integration path
Shopify and WordPress have native integrations (no code). Custom sites need a server-side implementation via Stape, Zapier, or a backend script.
- 03
Generate a CAPI access token
Events Manager → Settings → Conversions API → Generate Access Token. Treat it like a password.
- 04
Implement event deduplication
Send the same event_id from both Pixel and CAPI. Meta uses it to deduplicate — without it you'll double-count purchases.
- 05
Send user data with each event
Email, phone, IP, user agent — all hashed. The more matching parameters you send, the higher your Event Match Quality score.
- 06
Verify in Test Events
Events Manager → Test Events → enter your domain → trigger a conversion. Both Pixel and CAPI events should appear and dedupe.
- 07
Check Event Match Quality
Aim for a score of 7.0+. Below 6 means Advantage+ is undertargeting. Add more user parameters until you hit 8+.
Troubleshooting
Frequently asked questions
+Do I still need the Pixel if I have CAPI?
Yes — run both. The Pixel captures real-time browser events (great for retargeting), CAPI backstops everything server-side. Together they restore near-pre-iOS14 accuracy.
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