Guide
analytics

Meta conversions tracking

Connect the Facebook/Meta Conversions API so visitor actions are sent server-side to your Meta Pixel.

The Meta Conversions API (CAPI) sends visitor actions — such as page views and form submissions — directly from the server to your Meta Pixel. Because the events go server-side rather than only from the browser, they keep working even when a visitor's browser blocks scripts or cookies, giving Meta more reliable data for measuring and optimising your Facebook and Instagram ads.

You connect it per project, on the Meta Conversions screen.

Note: This is separate from the conversion goals counted by the built-in tracker (shown in your site analytics). This page is specifically about sending events to Facebook/Meta.

Watch: connect the Meta Conversions API

What it tracks

Once connected, the dashboard automatically sends server-side events to your Meta Pixel for actions like page views, form submissions and custom events — no extra code on your side.

Before you start

You need two things from Meta: a Pixel ID and a Conversions API access token. The setup screen links you straight to where they live.

  1. Go to Meta Events Manager.
  2. Select your Pixel (or create one under Data Sources).
  3. Copy the Pixel ID from the top of the page — a numeric string such as 675345502247325.
  4. Open the Settings tab and scroll to the Conversions API section.
  5. Click Generate access token and copy it.

Connect Meta Conversions

  1. Open your project from the dashboard.
  2. In the left sidebar, click Meta Conversions.
  3. On the Not configured screen, fill in the form:
Field Required Notes
Pixel ID Yes The numeric ID from the top of your Pixel page in Events Manager.
Access Token Yes The Conversions API access token you generated.
Test Event Code No Optional. Use it to verify events in Meta Events Manager while testing.
  1. Click Enable Meta Conversions.

Publish the change

  1. After saving, a green Configuration saved notice appears, noting that changes will take effect after the next deploy.
  2. Click Deploy now to publish immediately, or let the change go out with your next publish.

Note: Server-side events only start flowing after a deploy. If you don't see events arriving in Meta, deploy and check again.

Verify your events

While testing, enter your Test Event Code (found in the Test events area of Events Manager) in the configuration. Events from your site then appear under Test events in Events Manager so you can confirm the connection works before relying on the data.

Update or remove the configuration

Once connected, the screen shows Meta Conversions API is configured and active.

  • To change credentials, edit the fields and click Save. The Access Token is masked for security — enter a new token to replace it, or leave it as-is to keep the current one.
  • To disconnect, click Remove in the top corner and confirm. A deploy applies the change.

The browser-side Meta Pixel counts as a Marketing script, so if you run a cookie-consent banner it only loads after a visitor accepts. The server-side Conversions API configured here complements that pixel. Set up your banner first so consent is respected — see Configuring the cookie-consent banner.