Home / Server-side tracking / Meta CAPI (Conversions API)
Meta Conversions API · CAPI · Facebook · Instagram
Facebook Conversions API implementation: a complete setup, not a half-finished one
Conversions API sends events to Meta from a server instead of only from the browser. I set up Meta CAPI on your own subdomain and deduplicate purchases by order number. As a result, Event Match Quality goes above 6.5 and Meta’s algorithm gets more correct sales data.
- First-party subdomain as standard
- Purchase deduplication by transaction ID
- Hosting from $10*/month per pixel
- You only set up the subdomain
Event Match Quality
Event Match Quality in Meta Events Manager, scale 0 to 10
| Setup by Facebook’s consultants | below 5 |
| My implementation | above 6.5 |
The exact score depends on how much customer data your website’s dataLayer provides.
Order a CAPI implementationSound familiar?
Ads Manager shows fewer purchases than your store
The Meta Pixel runs in the browser, so it loses events to ad blockers, iOS and cookie restrictions. Conversions API sends the same events from a server. If it is only half configured, Meta still cannot match them to users.
- Ads Manager shows fewer purchases than your store dashboard.
- Event Match Quality is low, below 5.
- Purchases get duplicated or disappear after CAPI is switched on.
- Advantage+ campaigns never stabilise and cost per purchase keeps rising.
Why it works better
Why my implementation gives better data than a setup by Facebook’s consultants
Facebook’s consultants do not configure the service fully, because they skip the subdomain. Without it, Event Match Quality usually stays below 5. I implement CAPI on your subdomain and add purchase deduplication by transaction ID.
| Typical Facebook consultant setup | My implementation | |
|---|---|---|
| First-party subdomain (e.g. capi.yourdomain.com) | None | Yes |
| Event Match Quality (EMQ) | Below 5 | Above 6.5, depending on dataLayer data |
| Purchase event deduplication | By event ID | By transaction ID, meaning the order number |
| Result | Duplicated or lost purchases | More correctly counted purchases |
Low match quality despite CAPI? The culprit is often a hash of an empty field, or a phone number hashed with a plus sign, which gives a different hash than Meta expects. Check your email and phone hashes in the free SHA-256 tester for enhanced conversions.
Deduplication
The same purchase counts once, even when both the pixel and the server send it
Deduplication merges the pixel event and the server event into one, so Meta does not count a purchase twice. A typical setup uses a random event ID for this. When the pixel and the server generate different IDs, the purchase is duplicated or one version is lost.
In my implementation the Purchase event is deduplicated by transaction ID, the order number from your store. The number is the same in the browser and on the server, so Meta merges the events correctly and collects more valid data.
Your part
The only thing you do is set up the subdomain
I send you an email with the DNS records needed for the subdomain. You pass it to whoever manages your domain, or add the records yourself in your hosting panel. I handle the rest of the setup.
Free consultation
I check your current event quality in Events Manager and the data in your dataLayer.
DNS instructions by email
You set up the subdomain following the instructions. I create the Stape account through the partner programme.
Implementation and deduplication
I configure CAPI, the events and Purchase deduplication by transaction ID.
Verification and report
I check the events in Events Manager and compare EMQ before and after.
Scope
What the Meta CAPI implementation includes
- Conversions API on your subdomain, through Stape’s Meta CAPI Gateway or a server-side GTM container
- Pixel and server deduplication, by transaction ID for Purchase
- Hashed customer data (email, phone) sent only with consent
- Events: PageView, ViewContent, AddToCart, InitiateCheckout, Purchase, Lead
- Integration with your consent banner and Consent Mode
- Verification in Events Manager and a before-and-after EMQ report
Cost and terms
How much a Facebook CAPI implementation costs
Meta CAPI Gateway hosting on Stape costs $10* per month for one pixel with a limit of 10 million events. If you already have a server-side GTM container, CAPI runs in it at no extra cost. I set up the account through the Stape partner programme, so you may get a partner discount. Implementation: from €225 excl. VAT.
Data quality depends on your dataLayer. The EMQ score rises with every piece of customer information your website passes in the dataLayer, for example email and phone at purchase. The CAPI implementation does not include fixing the dataLayer. If data or the transaction ID is missing, the fix is quoted separately. See GTM and dataLayer.
* Stape’s price as the hosting provider, not mine. As of October 2026, paid directly to Stape. Stape offers a 7-day trial.
Questions about Meta Conversions API
Is CAPI the same as Conversions API?
Yes. CAPI is the short name for Meta Conversions API, also called Facebook Conversions API.
Does CAPI replace the Meta Pixel?
No. The pixel and Conversions API work together, and deduplication merges their events into one. Meta gets data from two sources without double counting.
What is Event Match Quality (EMQ)?
It is a score in Meta Events Manager on a scale from 0 to 10. It shows how well Meta can attribute an event to a specific user. The higher it is, the better the algorithm optimises your campaigns.
Why is deduplication by transaction ID better than by event ID?
The order number is identical in the browser and on the server. A random event ID can differ when the pixel and the server generate it separately, and then the purchase is duplicated or lost.
Is CAPI GDPR-compliant?
Yes, when you send data only with marketing consent. Email and phone are hashed before being sent to Meta, and the server respects the decision from the consent banner.
Can I add TikTok or Pinterest?
Yes, in a server-side GTM container. In that case I recommend going straight for full server-side GTM so all platforms run in one place.
When will I see results in my campaigns?
Event quality in Events Manager usually changes within a few days. For campaign results, wait until the algorithm has collected new data, usually a few weeks.
Let’s check the quality of your Meta events
In a free consultation I will show you your current EMQ score and how much it can improve. Running Google Ads too? See the setups comparison.