The Meta Conversions API Tag allows advertisers to send web events from their servers directly to the Conversions API. The tag simplifies dual tracking by triggering both CAPI and the Pixel from a single server-side tag, improving web performance, data governance, and ensuring effective event deduplication.
The Meta Conversion API (CAPI) is essential for overcoming the limitations of the Facebook Pixel, which has become less effective due to ad blockers and the decline of third-party cookies. Meta recommends using both CAPI and the Pixel together for optimal tracking.
Follow our complete guide on the benefits of Meta CAPI.
This template is a tag that reads the standard event schema sent from the client running on a tagging server. It then converts events to the appropriate schema and sends them through the Conversions API. It also allows sending a response to the browser that triggers a call to the Meta Pixel. This enables the removal of the Facebook SDK from the browser side, improving web performance while ensuring event deduplication.
The tag supports only GA4 client.
You can follow our step-by-step instructions.
Is your tag already live, and you're unsure whether everything is working correctly?
Follow our complete guide on how to check the received data.
Please raise any issues on GitHub or contact us directly at support@addingwell.com.
The Meta Conversion API Tag for GTM Server-Side is developed and maintained by Addingwell under the Apache 2.0 license.### Open Source