analytics-dictionary / term / tracking & measurement

Conversions API

A conversions API sends conversion events from your server directly to an ad platform, such as Meta, instead of relying only on browser pixels.

Written by Reflective Data experts · updated Oct 5, 2026

It is more resilient to ad blockers and browser limits, and it can include richer, first-party data. Most set-ups run the pixel and the API together and de-duplicate with an event ID.

Correct de-duplication is the main implementation pitfall.

Meta Pixel Server-side tagging Tracking pixel

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