Meta Conversions (CAPI) is a Connect Pack destination that sends server side events to your Meta Pixel through the Conversions API. Any bridge can use it, so a sale or a lead in one of your sources becomes an event in Meta without Zapier.
What you need from Meta:
Two things from Events Manager. The first is your Pixel ID, also called the dataset ID. The second is a Conversions API access token, made under your pixel, Settings, Generate access token. Paste both on the Meta Conversions card. This card is separate from the Facebook and Instagram Lead Ads connections, which are left alone.
Testing first:
The card has an optional Test Event Code. While it is set, events appear under Test Events in Events Manager, so you can watch one arrive. Clear the code to go live.
Choosing the event:
On a bridge, choose which event the destination sends: Purchase, Lead, CompleteRegistration, Subscribe or StartTrial. One event is sent for each contact delivered.
What gets sent:
- Personal details such as email, first name, last name, phone, city, state, zip and country, where the source provides them. Each is tidied and then hashed before it is sent, which is exactly what Meta's matching expects, so the raw values are not sent.
- The value and currency from the source's amount fields, plus the order id and product name.
- An event id, which is the transaction id when the source carries one. Meta uses it to remove a duplicate if the same purchase is ever reported twice, including a duplicate of a browser pixel event that used the same id.
A note on matching:
Server side events carry no browser cookies, so Meta matches people on the hashed details. That is normal for the Conversions API on its own.
Good sources to pair it with:
Stripe in the Connect Pack and ResultsAiX Payments both report the amount and currency, so a purchase bridge can send the real value.