Facebook Conversion API (CAPI) Setup

Meta advertising has fundamentally changed since Apple\'s iOS 14 App Tracking Transparency (ATT) update in 2021. The update gave iOS users the ability to opt out of cross-app tracking, and the vast majority of them do. Combined with the growing use of ad blockers in desktop browsers and the deprecation of third-party cookies, the result is that the standard Meta Pixel — which runs in the browser and relies on cookies and Apple\'s IDFA — now misses a significant proportion of the conversions your Meta campaigns generate. The Meta Conversions API (CAPI) was built specifically to solve this problem. Instead of relying on the browser to send conversion events to Meta, CAPI sends them directly from your server — bypassing every browser-based restriction that causes conversion data loss. Running CAPI in parallel with your browser Pixel (with correct event deduplication) gives Meta the most complete picture of your customers\' actions, improving delivery optimisation, reducing CPMs, and attributing more conversions to your campaigns. At Adslytics, our Facebook Conversion API setup is not a simple plug-and-play installation. We architect the optimal data flow for your specific platform and business, implement SHA-256 hashing of all customer data parameters (email, phone number, name, address, date of birth) to protect user privacy while maximising Event Match Quality, configure precise event deduplication to prevent double-counting, and validate the entire setup against Meta\'s Event Match Quality diagnostic tools. The quality of your CAPI implementation is measured directly by Meta\'s Event Match Quality score — a rating from 0 to 10 that indicates how well Meta can match your server-sent events to actual Meta users. A higher EMQ score means more conversions are attributed to your campaigns, better delivery optimisation, lower cost per result, and improved ROAS. We target an EMQ score of 7.0 or above for all our CAPI implementations. For businesses investing meaningfully in Meta advertising, a properly implemented Conversions API is the most impactful single measurement improvement you can make to your Meta account performance.