The Meta Conversions API, explained without jargon

Pixel and Conversions API side by side

• The pixel runs in the visitor's browser. Ad blockers, privacy settings and closed tabs can stop it.
• The Conversions API runs from your server, website platform or CRM. It does not depend on the browser.
• The pixel sees website actions only. The Conversions API can also report things that happen later, such as a lead becoming a customer.
• Meta suggests using both together, with deduplication, so each event is counted once.

How deduplication works

If the pixel and the Conversions API both report the same form submission, Meta needs to know it is one event, not two. You send the same event name and the same event ID from both sources. Meta matches them and keeps one. Without this, your results look better than they really are, and decisions based on them are wrong.

What hashing is, and what it is not

To match an event to a person on Facebook or Instagram, you can send customer details such as email or phone number. These must be normalised (for example, lower case, no spaces, country code added) and then hashed with SHA-256, a one-way scramble. Meta compares the scrambled value with its own scrambled records.

Hashing hides the raw value in transit, but it does not make the data anonymous. Meta can still match it to a real account. So the law treats it as personal data, and you need the same care as with any customer information.

Consent comes first

• Tell people on your form and in your privacy policy that their details may be shared with advertising platforms for measurement.
• Collect consent where the law requires it, such as in the UK, the European Union and under India's data protection law, and keep a record of it.
• Do not share sensitive details, such as health conditions or financial status, in event data.
• Respect withdrawals: if someone asks you to stop, stop sending their data.

Ways to set it up

Many shop platforms and website builders offer a built-in Meta connection that includes the Conversions API. Meta also offers a gateway option, and developers can send events directly using Meta's documentation. Each needs access to your Meta dataset and a system user or access token, which should be stored securely and never placed in website code.

After setup, check event match quality and test events in Events Manager to confirm what is arriving.

Lead sharing in AI Marketing Master

AI Marketing Master can share lead events from its CRM with Meta through the Conversions API, with contact details hashed before they leave the app. It is opt-in: nothing is shared until someone with permission switches it on for that business. Make sure your forms and privacy policy cover this before you turn it on.