Meta Conversions API setup: step-by-step after iOS changes

Quick answer: The Meta Conversions API sends conversion events from your server or business tools to Meta, in addition to the Meta Pixel in the browser. For a Meta Conversions API setup, choose a method in Events Manager, send the same events from browser and server with one shared event ID, and add customer details. Then check deduplication and Event Match Quality.

On this page: What it is · The iOS changes · Which method · Setup steps · Double counts · Checks · Lead businesses · FAQ

A Meta Ads account can only optimise for the conversions that Meta sees. Apple’s privacy changes limit the data that apps and browsers share, so the browser Pixel alone sees fewer conversions. The Conversions API gives Meta a second path for the same events.

This guide gives the setup methods, eight steps, and the checks. All Meta facts are as of October 2026, from Meta’s developer documentation.

What is the Meta Conversions API?

The Conversions API is a direct connection from your systems to Meta. It sends events such as a lead or a purchase from your server, CRM, or a partner tool. The Pixel sends events from the browser.

Meta says that the Conversions API connects an advertiser’s marketing data to Meta for website, app, business messaging, and offline events. Meta uses the data for targeting, optimisation, and measurement.

The Conversions API does not replace the Pixel. Meta’s best practices tell advertisers to use the Conversions API in addition to the Meta Pixel, and to share the same events through both tools. Meta calls this a redundant setup.

Key takeaway: Keep the Pixel. Add the Conversions API as a second path for the same events.

Why did iOS changes make Meta Ads tracking weaker?

Apple now asks iPhone users for permission before an app tracks them. From iOS 14.5, apps must get permission through App Tracking Transparency (ATT) to track a user or read the device advertising identifier. If the user does not give permission, the identifier value is all zeros.

Apple’s definition of tracking includes ad measurement.

In 2023, Apple also announced that it removes tracking information from links that users share in Messages and Mail, and from links in Safari Private Browsing.

So the browser can send Meta less data than before. A server event does not depend on the browser.

Key takeaway: The Conversions API does not override a user’s privacy choice. It makes sure that Meta gets the events that your business records.

Which Conversions API setup method should you choose?

Choose the simplest method that sends each event that you need. As of October 2026, there are four main routes:

Method	What it needs	Best for
Conversions API with Meta (one click)	An existing Pixel	Website events only
Conversions API Gateway	A cloud account (AWS or Google Cloud)	Marketers who want control without code
Partner integration (for example, Zapier or server-side Google Tag Manager)	A partner account	Events from forms, CRMs, and other tools
Direct integration	A developer	Custom systems and CRM stages

One click. If you have a Pixel, Meta lets you set up the Conversions API for website events in one click from Events Manager, with no code, configuration, or setup fees.

Gateway. The Conversions API Gateway is a self-serve option in Events Manager. It runs in your own AWS or Google Cloud account. Meta states that no coding is necessary, and that the only cost is the cloud resource or partner fees.

Partners. Meta publishes guides for Zapier and for server-side Google Tag Manager. For example, Zapier can send a Lead event when a new row appears in a Google Sheet.

Direct. A developer sends a POST request to the /events endpoint. Meta accepts up to 1,000 events in one request.

Key takeaway: One click covers website events. A sale that closes in your CRM needs a partner or a direct integration.

How do you set up the Meta Conversions API, step by step?

Use these eight steps. The one-click method needs no code, so you can skip steps 4 to 7. Steps 1, 2, 3, and 8 apply to each method.

1. Check the Pixel. Open Events Manager and confirm that your Pixel receives events. Meta states that you must have a Pixel ID to use the Conversions API. Use the same Pixel ID for browser and server events.
2. List your events. Write down each event that matters to revenue, for example Lead or Purchase. Use the same names in the browser and on the server.
3. Choose a method. Use the table above. If sales close after a call, plan for CRM events now.
4. Get an access token. In Events Manager, select the Pixel and open the Settings tab. In the Conversions API section, select Generate access token. Only users with developer privileges see this link. Keep the token secret.
5. Add customer information. Send the email, phone, IP address, and browser user agent where you have them. Meta requires that you hash email, phone, name, and address fields before you send them. Do not hash the IP address, user agent, fbc, or fbp.
6. Add an event ID. Send one ID for each conversion with both the browser event and the server event.
7. Send events fast. Meta recommends sending each event within an hour. If one event in a request is more than 7 days old, Meta rejects the whole request.
8. Test, then go live. Use the Test Events tool in Events Manager with a test_event_code. Meta states that you must remove the code before you send production events.

For step 5, clean the data before you hash it. Meta tells you to trim spaces and use lowercase for email. For phone numbers, remove symbols and leading zeros, and include the country code. So 0412 345 678 becomes 61412345678.

Key takeaway: Most setup problems come from steps 5 and 6. Clean customer data and a shared event ID decide whether the data is useful.

How do you stop Meta from counting one conversion twice?

Send the same event name and the same event ID from the browser and the server. Meta then keeps one event.

According to Meta, the Pixel’s eventID must match the Conversions API’s event_id, and the Pixel event name must match the event_name. Meta removes the duplicate only if it arrives within 48 hours of the first event with that ID.

Use an ID from your own system, such as a form submission ID or an order number, because the browser and the server both know it.

Key takeaway: If your reported leads are close to double your real leads, check the event ID first.

How do you check that the setup works?

Check three things in Events Manager. Meta says that you can verify new events within 20 minutes of when they were sent.

1. Open the Pixel in Events Manager and select Overview. Confirm that your server events arrive.
2. Open the event details and select Event Deduplication. Meta shows a warning when the rate is too low.
3. Read the Event Match Quality score, out of 10. Meta recommends 6.0 or higher where possible.

If the score is low, send more customer information, such as email and phone. As of October 2026, Meta shows Event Match Quality for web events only.

Key takeaway: A setup is not finished when events arrive. It is finished when the duplicates go and the match score is 6.0 or higher.

What should a service or B2B business send to Meta?

Send the events that show real value. A form fill tells Meta who clicked. A signed contract tells Meta who buys.

Most guides on this topic are for online stores. A service or B2B business closes the sale later, in a CRM. The Pixel cannot see that stage. Your CRM can send it through the Conversions API.

Meta supports this for Lead Ads through a CRM integration for the Conversion Leads goal. As of October 2026, Meta lists these conditions:

• The leads come from Facebook or Instagram Lead Ads (Instant Forms).
• You get at least 200 leads each month.
• The lead stage that you optimise for occurs within 28 days, and between 1% and 40% of leads reach it.
• You upload data at least once each day.

If your leads come from your website, you can send CRM stages as standard or custom events through a partner tool or a direct integration. Send each stage when it occurs. The event_time must be no more than 7 days old when Meta receives it.

Key takeaway: For a lead business, the most valuable Conversions API event is the one that happens after the form.

Frequently asked questions

Do I need the Conversions API if I have the Meta Pixel?

Yes, Meta recommends both. Meta’s best practices tell advertisers to use the Conversions API in addition to the Pixel, with the same events through both. The Pixel sees browser actions. The Conversions API sends events from your server or CRM, which the browser cannot send.

Is the Meta Conversions API free?

Meta charges no setup fee for the one-click method, but other methods have costs. As of October 2026, Meta states that the one-click setup has no code, configuration, or setup fees. The Conversions API Gateway costs only the cloud resource or partner fees. Partner tools such as Zapier charge their own subscription. A direct integration costs developer time.

How long does Conversions API setup take?

The time depends on the method. The one-click method is the fastest, because it needs no code. A Gateway or partner setup needs an account, a token, and a test. A direct CRM integration takes the longest, because a developer must map each lead stage and clean the data.

What is a good Event Match Quality score?

Meta recommends a score of 6.0 or higher out of 10, where possible. The score shows how well your customer information matches Meta accounts. To increase it, send hashed email and phone, plus the IP address, user agent, and the fbp and fbc values.

Does the Conversions API get around Apple’s App Tracking Transparency?

No. The Conversions API does not change the choice that a user makes in ATT. It sends the events that your business records, such as a form submission or a sale. Send customer data only as your privacy policy and consent process allow. Get privacy advice for your situation.

Meta Conversions API setup in short

• Keep the Meta Pixel, and add the Conversions API for the same events.
• Choose the simplest method that covers each event that you need. One click covers website events only.
• Send one shared event ID from the browser and the server to stop double counts.
• Hash customer data correctly, and aim for an Event Match Quality score of 6.0 or higher.
• For a lead business, send the CRM stage that shows a real sale.

As Head of SMB at DEXT (2017-2019), Mitch Bradley rebuilt an SMB sales funnel into self-serve, with 10% month-on-month growth. Tracking comes first: you cannot improve a step that you cannot measure.

If your Meta Ads cost more and bring fewer leads, our paid ads service starts with an account audit that includes tracking, and sets up the Meta Pixel and Conversions API correctly. To send CRM stages to Meta automatically, see AI implementation. For AI answers, see AI search visibility or the free AI Search Visibility Checklist. Read about how we work.

If you also run Google Ads, read the 5 settings that waste the most budget.

Book a 30-minute call and we will check your Meta tracking with you.