{"id":9408,"date":"2024-09-27T10:07:50","date_gmt":"2024-09-27T10:07:50","guid":{"rendered":"https:\/\/www.privyr.com\/blog\/?p=9408"},"modified":"2026-06-18T11:27:59","modified_gmt":"2026-06-18T11:27:59","slug":"what-is-meta-conversions-api-and-how-to-make-the-most-of-it","status":"publish","type":"post","link":"https:\/\/www.privyr.com\/blog\/what-is-meta-conversions-api-and-how-to-make-the-most-of-it\/","title":{"rendered":"Meta Conversions API: What It Is and How It Works"},"content":{"rendered":"\n<p>Have you been generating leads through Facebook Lead Ads lately? Not getting the results you\u2019re hoping for? Facebook\u2019s conversions API (CAPI) might just help you improve your targeting and generate more qualified leads at a lower cost.&nbsp;<\/p>\n\n\n\n<p>If you haven\u2019t heard about it already, Meta Conversions API can play a game-changing role in improving your ad targeting and results by delivering more personalised and effective advertisements. According to Meta, the tool can <a href=\"https:\/\/www.facebook.com\/business\/tools\/conversions-api\" target=\"_blank\" rel=\"noreferrer noopener\">reduce the cost per quality lead by 15% and increase the conversion rate of leads by 44%<\/a>, compared to lead ads with instant forms optimised for lead volume.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXcXRA_KjTz0l7zrC-zVgK9cJrJC4NAqYrSCB85zuPgGvf7nTEMmZphgSdj7W4FEte3ZjIdZRHsryStWTkowgdwRarOPqgCKd1Tl7HW2_w_aexB0ECOKZw5ZqBF0DaXoBKYk4grLmoCUGEQxguIeG_IjnzA?key=gPszBOJUUoMWQ65bcZj4-Q\" alt=\"\"\/><\/figure>\n\n\n\n<p>This article explains everything you need to know about Facebook\u2019s Conversions API, how to integrate it into your system, and how to make the most of it to improve your lead conversion rate.&nbsp;<\/p>\n\n\n\n<h2>What is Meta Conversions API?<\/h2>\n\n\n\n<p>The Conversions API is a data ingestion mechanic from Facebook that allows you to target a more precise audience for your ads by analysing your customer data, or conversions data. By sending this information directly from your sales systems to Facebook, the platform can better identify the types of leads most qualified for your business.&nbsp;<\/p>\n\n\n\n<p>When you launch your next ad campaign, Facebook Ads takes this data and then targets similar audiences who have previously converted, improving the effectiveness of your ads. Additionally with the data it receives, Conversions API can improve your existing campaigns as well.&nbsp;&nbsp;&nbsp;&nbsp;<\/p>\n\n\n\n<p>You can integrate Facebook\u2019s Conversions API with the platforms where you store and update your customer action data, including your website, eCommerce store, or CRM and send conversions data back to Facebook. Using the information you send, Facebook identifies your core customer base and targets similar prospects when you run ads.<\/p>\n\n\n\n<p>Even if you solely rely on Facebook for lead generation or customer interaction, you can still use the Conversions API to better target your core customers within Facebook through CRMs like <a href=\"https:\/\/www.privyr.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Privyr<\/a>. We\u2019ll discuss CAPI integration in detail next.<\/p>\n\n\n\n<h2>How does Meta Conversions API work?&nbsp;<\/h2>\n\n\n\n<p>Here&#8217;s a step-by-step explanation of how Meta conversions API work:<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"1024\" height=\"576\" src=\"https:\/\/www.privyr.com\/blog\/wp-content\/uploads\/2026\/03\/OrG-CRM-1024x576.png\" alt=\"\" class=\"wp-image-11996\" srcset=\"https:\/\/www.privyr.com\/blog\/wp-content\/uploads\/2026\/03\/OrG-CRM-1024x576.png 1024w, https:\/\/www.privyr.com\/blog\/wp-content\/uploads\/2026\/03\/OrG-CRM-300x169.png 300w, https:\/\/www.privyr.com\/blog\/wp-content\/uploads\/2026\/03\/OrG-CRM.png 1280w, https:\/\/www.privyr.com\/blog\/wp-content\/uploads\/2026\/03\/OrG-CRM-300x169@2x.png 600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n<h3>Step 1: A user takes an action<\/h3>\n\n\n\n<p>It all begins when a user takes action, like making a purchase, submitting a lead form, signing up, or adding a product to their cart.<\/p>\n\n\n\n<p>These actions are called events, and they are one of the main components of conversion tracking. Without this initial action, nothing gets recorded.<\/p>\n\n\n\n<h3>Step 2: The event is captured by your server or CRM<\/h3>\n\n\n\n<p>Once a user takes an action, your server or CRM captures the event from your backend.<\/p>\n\n\n\n<h3>Step 3: Your CRM (or server) prepares the event data<\/h3>\n\n\n\n<p>After capturing the event, your CRM arranges the user data to send it to Meta. This step is important because Meta needs structured data to process and match the event correctly.<\/p>\n\n\n\n<p>The event payload normally includes:<\/p>\n\n\n\n<ul>\n<li>Event name (e.g., Purchase, Lead)<\/li>\n\n\n\n<li>Event time (timestamp)<\/li>\n\n\n\n<li>Event ID (for deduplication)<\/li>\n\n\n\n<li>Customer data (hashed)<\/li>\n<\/ul>\n\n\n\n<p>Customer data may include:<\/p>\n\n\n\n<ul>\n<li>Email<\/li>\n\n\n\n<li>Phone number<\/li>\n\n\n\n<li>IP address<\/li>\n\n\n\n<li>External ID (like a CRM user ID)<\/li>\n<\/ul>\n\n\n\n<p>Before sending, sensitive data such as email or phone number is hashed, meaning it is converted into a secure encoded format.<\/p>\n\n\n\n<h3>Step 4: The CRM sends the event to Meta<\/h3>\n\n\n\n<p>Once the event is ready, your CRM sends it directly to Meta\u2019s servers via a server-to-server communication.<\/p>\n\n\n\n<h3>Step 5: Meta matches the event to a user<\/h3>\n\n\n\n<p>After receiving the event, Meta attempts to match it to a real user on its platforms (Facebook or Instagram).<\/p>\n\n\n\n<p>It uses the hashed customer data your CRM provided, such as:<\/p>\n\n\n\n<ul>\n<li>email<\/li>\n\n\n\n<li>phone number<\/li>\n\n\n\n<li>IP address<\/li>\n<\/ul>\n\n\n\n<p>The more accurate and complete your data is, the better Meta can match the event to a user. This is called event match quality, and it directly impacts ad performance.<\/p>\n\n\n\n<h3>Step 6: The event appears in Ads Manager<\/h3>\n\n\n\n<p>Once processed, the event becomes visible inside your Meta Ads reporting dashboard.<\/p>\n\n\n\n<p>You\u2019ll be able to see:<\/p>\n\n\n\n<ul>\n<li>Conversions (purchases, leads, etc.)<\/li>\n\n\n\n<li>Campaign performance<\/li>\n\n\n\n<li>Cost per result<\/li>\n\n\n\n<li>Return on ad spend (ROAS)<\/li>\n<\/ul>\n\n\n\n<h3>Step 7. Meta uses the data to improve ad performance<\/h3>\n\n\n\n<p>The collected data feeds back into Meta\u2019s ad system.&nbsp;<\/p>\n\n\n\n<p>Meta uses these events to:<\/p>\n\n\n\n<ul>\n<li>Improve targeting<\/li>\n\n\n\n<li>Optimise delivery<\/li>\n\n\n\n<li>Build better lookalike audiences<\/li>\n\n\n\n<li>Increase conversion efficiency<\/li>\n<\/ul>\n\n\n\n<h2>Difference between Meta Pixel and Conversions API<\/h2>\n\n\n\n<p>Now you may think you already have Meta Pixel to measure, track, and optimise your ads. Why do you need an additional tool? Well, the Meta Pixel relies on browser-based tracking, which has become less reliable due to ad blockers, cookie restrictions, and privacy updates. This means you could be missing out on valuable conversion data.<\/p>\n\n\n\n<p>The Conversions API (CAPI), unlike Meta Pixel, sends data directly from your system to Meta. This captures events that the Pixel might miss and gives Meta a fuller picture of your customer journey. More accurate tracking significantly improves ad targeting.<\/p>\n\n\n\n<p>The following table briefly explains <a href=\"https:\/\/www.privyr.com\/blog\/meta-conversions-api-vs-facebook-pixels-whats-the-difference\/\" target=\"_blank\" rel=\"noreferrer noopener\">difference between Facebook Pixel and Conversions API<\/a><\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><thead><tr><th><strong>Category<\/strong><\/th><th><strong>Facebook Pixel<\/strong><\/th><th><strong>Meta Conversions API (CAPI)<\/strong><\/th><\/tr><\/thead><tbody><tr><td><strong>Tracking method<\/strong><\/td><td>Browser-based (tracks by running JavaScript code on user\u2019s device)<\/td><td>Server-based (data is sent directly from your website or CRM to Meta)<\/td><\/tr><tr><td><strong>Data accuracy<\/strong><\/td><td>Can be blocked by ad blockers or browser privacy settings<\/td><td>More reliable as it\u2019s not affected by browser restrictions<\/td><\/tr><tr><td><strong>Event types<\/strong><\/td><td>Tracks standard web events like page views, add to cart, purchases, etc.<\/td><td>Tracks detailed events such as purchases, subscriptions, CRM data, offline events, etc.<\/td><\/tr><tr><td><strong>Effect of privacy updates<\/strong><\/td><td>Can lose data due to updates (e.g., iOS 14+ restrictions) that impact performance<\/td><td>Minimal data loss \u2014 captures events even with privacy restrictions<\/td><\/tr><tr><td><strong>Use case<\/strong><\/td><td>Best for basic web tracking<\/td><td>Best for advanced tracking, higher data accuracy, and compliance<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>The Meta Pixel (formerly, the Facebook Pixel) is a piece of JavaScript code you place on your website. It tracks user actions like page views, form submissions, or purchases directly from the browser. It then sends this data back to Meta for ad tracking and optimisation.<\/p>\n\n\n\n<p>Since it depends on browser-based tracking, the Pixel is less reliable because ad blockers, cookie restrictions and privacy updates of devices can heavily influence how it collects user data.<\/p>\n\n\n\n<p>On the other hand, Facebook Conversions API, unlike Meta Pixels, sends event data directly from your website or CRM to Meta. This means it\u2019s less affected by ad blockers or browser restrictions, ensuring more accurate data on actions that happen after initial website visits. <\/p>\n\n\n\n<p><strong>Conversions API vs Meta Pixel<\/strong> can be summarised in three points:  <\/p>\n\n\n\n<ul>\n<li>Conversions API uses server-to-server tracking, while Pixel relies on Browser data <\/li>\n\n\n\n<li>CAPI ensures more accurate reporting since Pixel can miss events<\/li>\n\n\n\n<li>Meta Pixel&#8217;s data accuracy can be influenced by ad blockers and device updates while CAPI is more resilient against data loss <\/li>\n<\/ul>\n\n\n\n<h2>Types of Conversions API<\/h2>\n\n\n\n<p>Before getting started, let&#8217;s be well aware of the different types of Conversions APIs and how they work. There are generally four types of Conversions API created for four different tasks. <\/p>\n\n\n\n<ul>\n<li><strong>Web CAPI<\/strong>&nbsp;connects your website directly to Meta servers via the Pixel JavaScript, sending session and event data for more accurate tracking.  The setup can be technical.&nbsp;<\/li>\n\n\n\n<li><strong>Offline Event CAPI<\/strong>&nbsp;captures offline conversions, such as in-store sales, by sharing data through an API, CSV upload, or CRM integration.&nbsp;<\/li>\n\n\n\n<li><strong>Meta Lead Ads CRM CAPI<\/strong>&nbsp;links Facebook and Instagram Lead Ads directly to your CRM via partner integrations, ensuring instant lead syncing and conversion tracking.&nbsp;<\/li>\n\n\n\n<li><strong>Business Messaging CAPI<\/strong>&nbsp;integrates Meta\u2019s messaging platforms (Messenger, WhatsApp, Instagram Direct) with your CRM to track and optimise leads generated through chat-based interactions.<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.privyr.com\/blog\/wp-content\/uploads\/2025\/09\/image-2.png\" alt=\"\" class=\"wp-image-11023\" width=\"395\" height=\"559\" srcset=\"https:\/\/www.privyr.com\/blog\/wp-content\/uploads\/2025\/09\/image-2.png 707w, https:\/\/www.privyr.com\/blog\/wp-content\/uploads\/2025\/09\/image-2-212x300.png 212w, https:\/\/www.privyr.com\/blog\/wp-content\/uploads\/2025\/09\/image-2-212x300@2x.png 424w\" sizes=\"(max-width: 395px) 100vw, 395px\" \/><\/figure><\/div>\n\n\n<h2>How to set up Meta Conversions API <\/h2>\n\n\n\n<p>By default, Meta\u2019s systems don\u2019t know what happens after a lead is generated. Was it a good lead or a bad one? Which types of leads are most likely to buy? Which ones come in high volume but rarely convert?<\/p>\n\n\n\n<p>The Conversions API lets you feed this information back into Meta\u2019s algorithm, giving it richer data to improve targeting and accurately attribute results to the right ads.<\/p>\n\n\n\n<p>If you\u2019re looking to improve your ad targeting, you\u2019ll want to set up Meta Lead Ads CRM conversions API.&nbsp;<\/p>\n\n\n\n<p>Keep in mind that your Facebook Ads are not activated with the Conversions API (CAPI) by default. CAPI is a tool that requires setting up a connection between your server (where your website or app runs) and Facebook&#8217;s servers.&nbsp;<\/p>\n\n\n\n<p>To start using CAPI, you\u2019ll need to set it up and choose which customer actions (like purchases or sign-ups) you want to share with Facebook as a type of successful action, or conversion.&nbsp;<\/p>\n\n\n\n<p>Implementing Conversions API might sound technical at first, but we\u2019ll walk you through the simpler process of setting it up, even if you&#8217;re not a tech expert. Here\u2019s a step-by-step guide:&nbsp;&nbsp;<\/p>\n\n\n\n<h3>Step 1: Choose your integration method<\/h3>\n\n\n\n<p>The process of setting up a Conversions API may vary depending on which one you\u2019d like to add. The illustration below explains how integration works based on the type of Conversions API.&nbsp;<\/p>\n\n\n\n<p>You can integrate <strong>Web Conversions API<\/strong> using built-in plugins from platforms like Shopify or WooCommerce, or customise it manually through Facebook Events Manager. It offers flexibility but can be moderately technical depending on setup complexity.<\/p>\n\n\n\n<p><strong>Offline Event Conversions API<\/strong> is set up via API or CSV uploads to track offline actions. Since Meta has marked it as legacy, it\u2019s less recommended for new integrations<\/p>\n\n\n\n<p><strong>Meta Lead Ads CRM CAPI<\/strong> integration is simple using partner CRMs like Privyr, which directly support Meta Lead Ads. This is one of the easiest CAPIs to implement.<\/p>\n\n\n\n<p><strong>Business Messaging CAPI <\/strong>is a newer niche and is usually integrated through manual uploads or specialised API setups for tracking messaging-based conversions. Seeting it up may require moderate technical effort.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.privyr.com\/blog\/wp-content\/uploads\/2025\/09\/Research-your-prospects-2.png\" alt=\"\" class=\"wp-image-11025\" width=\"453\" height=\"641\" srcset=\"https:\/\/www.privyr.com\/blog\/wp-content\/uploads\/2025\/09\/Research-your-prospects-2.png 500w, https:\/\/www.privyr.com\/blog\/wp-content\/uploads\/2025\/09\/Research-your-prospects-2-212x300.png 212w, https:\/\/www.privyr.com\/blog\/wp-content\/uploads\/2025\/09\/Research-your-prospects-2-212x300@2x.png 424w\" sizes=\"(max-width: 453px) 100vw, 453px\" \/><\/figure><\/div>\n\n\n<p>There are a few different ways to integrate CAPI with your system. It may depend on which platform you store and update your lead conversion data. This could be your website or app. If you don\u2019t have a website and want to improve your ad targeting on Facebook, there are external tools to help you do so. Here are the options:<\/p>\n\n\n\n<p><strong>Option A: Use a partner integration<\/strong><\/p>\n\n\n\n<p>Many websites and e-commerce platforms, such as Shopify, WooCommerce, and BigCommerce from the <a href=\"https:\/\/www.commerce.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">commerce product range<\/a> have built-in support for Conversions API. If you have built your website or online store on these platforms, you can use Partner Integration to connect with Conversions API. Here\u2019s how to do it:\u00a0<\/p>\n\n\n\n<ul>\n<li>Log in to your platform&#8217;s dashboard.<\/li>\n\n\n\n<li>Find marketing or Facebook integration settings.<\/li>\n\n\n\n<li>Follow the steps to connect your store or website to Facebook using the Conversions API.<\/li>\n<\/ul>\n\n\n\n<p><strong>Option B: Use Facebook&#8217;s Event Setup Tool<\/strong><\/p>\n\n\n\n<p>A good starting point for non-technical users is to use Event Setup Tool if you&#8217;re using Facebook Pixel (a piece of code you add to your website to track visitor\u2019s actions). The Event Setup Tool sends standard events on your website back to Facebook without needing to code. <\/p>\n\n\n\n<p>Keep in mind that this method might not provide you with the full capabilities of Conversions API.<\/p>\n\n\n\n<p><strong>Option C: Setup the server-side code<\/strong><\/p>\n\n\n\n<p>If your website is custom-built or your platform doesn&#8217;t support partner integrations with Facebook, you\u2019ll need to set up the server-side code to send your user data back to Facebook. You may need the help of <a href=\"https:\/\/www.tecla.io\/network\/hire-nearshore-frontend-developers\" target=\"_blank\" rel=\"noreferrer noopener\">frontend developers<\/a> in this case if you\u2019re not familiar with the technical aspects.&nbsp;<\/p>\n\n\n\n<p>A developer will set up the server-side code while ensuring that your conversion data is sent securely and in compliance with privacy regulations.&nbsp;<\/p>\n\n\n\n<p><strong>Option D: Use a partner tool with Conversions API integration<\/strong><\/p>\n\n\n\n<p>If you don\u2019t have a website or your platform doesn\u2019t attract enough visitors, you may want to understand your target audience based solely on user engagements on your Facebook ads. <\/p>\n\n\n\n<p>For instance, you might be running Facebook Lead Ads and want Conversions API to identify the type of users who are filling out your forms so Facebook Ads can automatically target similar people in future campaigns.<\/p>\n\n\n\n<p>In this case, a partner tool or CRM like Privyr can help you send your lead conversion data to Facebook and improve your ad performance. <\/p>\n\n\n\n<p>When you\u2019re running lead generation ads, the tool automatically imports your Facebook leads into your system while recording information about the type of lead you\u2019ve successfully converted. The tool then sends this data back to Facebook, helping make future ads more efficient by improving their targeting.&nbsp;<\/p>\n\n\n\n<p>Privyr is an official partner CRM with Meta Conversions API. It\u2019s the first mobile-friendly CRM that\u2019s integrated with CAPI \u2013 perfect for busy salespeople who are always on the go.!<\/p>\n\n\n\n<h3>Step 2. Identify the events to track<\/h3>\n\n\n\n<p>Events are the actions people take on your websites or apps. Tracking them helps you understand customer behaviour and optimise your ads accordingly.<\/p>\n\n\n\n<p>Common events to track may include <strong>Purchase<\/strong> (when a customer completes a purchase), <strong>Lead<\/strong> (when a user shows interest, such as filling out a contact form), <strong>Add to Cart<\/strong> (when a visitor adds a product to their shopping cart), <strong>Sign-up<\/strong> (when someone creates an account or subscribes to your newsletter), <strong>Booked Appointment <\/strong>(when someone successfully books a meeting with you), etc.<\/p>\n\n\n\n<h3>Step 3. Configure data sharing settings&nbsp;<\/h3>\n\n\n\n<p>After identifying what to track, you can now decide what data to share.<\/p>\n\n\n\n<p><strong>Standard data<\/strong> includes basic information like the event type and timestamp while <strong>Customer Information Parameters<\/strong> are additional details such as email addresses or phone numbers. This information can help improve your ad targeting.&nbsp;<\/p>\n\n\n\n<p>You should hash the data before sending it. <strong>Hashing<\/strong> transforms data into a secure format before sending it to help protect personal information. Always ensure you&#8217;re complying with privacy laws and have the necessary permissions to share customer data.<\/p>\n\n\n\n<h3>Step 4. Test<\/h3>\n\n\n\n<p>Before launching, test to ensure everything is working correctly. You can use<strong> Facebook&#8217;s Test Events Tool <\/strong>to<strong> <\/strong>verify events are being received by Facebook. Check if any data is missing or if there are errors to fix.<\/p>\n\n\n\n<h3>Step 5. Monitor and optimise<\/h3>\n\n\n\n<p>Once you\u2019ve set up the Meta Conversions API, keep an eye on your ad performance and event data. With more data, you&#8217;ll be able to make more informed decisions about your advertising strategy.&nbsp;<\/p>\n\n\n\n<p>You can review metrics to see how your ads are performing and use insights to adjust your campaigns for better results.<\/p>\n\n\n\n<h2>What is Event Match Quality and how to improve it<\/h2>\n\n\n\n<p>Event Match Quality is a score that shows how well your event data can be matched to a real user on Meta platforms like Facebook or Instagram. <\/p>\n\n\n\n<p>In short, Higher Event Match Quality means Meta knows exactly who converted, while lower Event Match Quality means Meta is yet to understand your customers and is guessing at the moment.&nbsp;<\/p>\n\n\n\n<p>Events Match Quality is usually shown as a score in Events Manager. High score means strong user matching which can lead to better attribution and optimisation. Medium score means partial matching. It indicates some data loss. Whereas, a low score means poor matching. The tracking can be unreliable in this case.<\/p>\n\n\n\n<p>Event Match Quality depends on how much useful user data you send with each event and how accurate it is. Meta tries to match events using identifiers like:<\/p>\n\n\n\n<ul>\n<li>Email address<\/li>\n\n\n\n<li>Phone number<\/li>\n\n\n\n<li>First and last name<\/li>\n\n\n\n<li>IP address<\/li>\n<\/ul>\n\n\n\n<p>The more signals you send correctly, the higher your Events Match Quality.<\/p>\n\n\n\n<h2>Common conversions API errors and how to fix them<\/h2>\n\n\n\n<h3>1. Send more user identifiers<\/h3>\n\n\n\n<p>Sending more user data is the biggest lever when it comes to improving Event Match Quality. The more signals you send the higher the match probability. That\u2019s why don\u2019t just send one field like email, send multiple. The best combination may include email, phone number, first and last name, city or country, External ID from your CRM etc.&nbsp;<\/p>\n\n\n\n<h3>2. Ensure proper data formatting and hashing<\/h3>\n\n\n\n<p>Poor formatting can sometimes make the match confusing. Meta expects data in specific formats. For instance, email addresses should be lowercase and trimmed. Similarly, phone numbers should include country code and Hashing should be SHA-256.&nbsp;<\/p>\n\n\n\n<h3>3. Send event data consistently<\/h3>\n\n\n\n<p>Matching can\u2019t be effective if, for example, some events have emails and some don\u2019t. Therefore, make sure all your events include the same identifiers. Consistency improves match rates over time<\/p>\n\n\n\n<h3>4. Use external IDs&nbsp;<\/h3>\n\n\n\n<p>An external ID is a unique identifier from your system, for example, a CRM ID. It can be a powerful way to help Meta match users even when other data is missing.<\/p>\n\n\n\n<h3>5. Improve data collection at the source<\/h3>\n\n\n\n<p>If your forms only collect name and email address, Event Match Quality can be low. If you add phone number and location to it, your match signal can significantly increase.<\/p>\n\n\n\n<p>The Meta Conversions API depends on your backend or integrations. That means errors usually come from missing or incorrect data, poor formatting, etc. Here are most common Conversion API errors and their fixes:&nbsp;<\/p>\n\n\n\n<h3>1. Missing or invalid user data<\/h3>\n\n\n\n<p>If you don\u2019t send enough identifiers, it leads to low Event Match Quality. You may also see the \u201cMissing user parameters\u201d warning in Events Manager.&nbsp;<\/p>\n\n\n\n<p>You can fix this by sending multiple identifiers, including email, phone number, external ID, etc. You should also ensure proper formatting. For instance, emails should be lowercase and trimmed, phone numbers should include country code, and you always hash data using SHA-256<\/p>\n\n\n\n<h3>2. Poor Event Match Quality<\/h3>\n\n\n\n<p>Sometimes Meta can\u2019t match events to users properly, especially during early adoption. You\u2019ll see low Event Match Quality and inconsistent attribution<\/p>\n\n\n\n<p>Use both Meta Pixel and Conversions API for more comprehensive data to improve the match quality. Also, try collecting and sending more data like IP address and user agent consistently. If you use a CRM, add an external ID to the events list.&nbsp;<\/p>\n\n\n\n<h3>3. Incorrect event time<\/h3>\n\n\n\n<p>Seeing wrong timestamp format or delayed events can be a common Conversions API error. Events don\u2019t show up and there are attribution issues.&nbsp;<\/p>\n\n\n\n<p>To fix this, use unix timestamp (seconds, not milliseconds) and ensure time is close to actual event time. More importantly, avoid sending events too late.<\/p>\n\n\n\n<h3>4. Invalid event name<\/h3>\n\n\n\n<p>Another major Conversions API error includes unrecognised events and missing reports. This can happen if you\u2019re using unsupported or misspelled event names.<\/p>\n\n\n\n<p>To avoid this from happening, either use standard events, such as Purchase, Lead, AddToCart, etc., so you\u2019re not confused, or define properly structured custom events. Keep in mind that your events can be case sensitive. Purchase with a capital \u2018P\u2019 might not be the same as purchase.&nbsp;<\/p>\n\n\n\n<h3>5. Data formatting errors<\/h3>\n\n\n\n<p>Incorrect formatting can sometimes be the reason behind low Event Match Quality and matching errors<\/p>\n\n\n\n<p>Here\u2019s how Meta expects you to format events.&nbsp;<\/p>\n\n\n\n<ul>\n<li>Email \u2192 lowercase, no spaces<\/li>\n\n\n\n<li>Phone \u2192 E.164 format (e.g., +65600111222)<\/li>\n\n\n\n<li>Names \u2192 no special characters<\/li>\n\n\n\n<li>Country \u2192 ISO format (e.g., SG, US, EU)<\/li>\n<\/ul>\n\n\n\n<h2>Benefits of Conversions API for sales and marketing teams<\/h2>\n\n\n\n<p>Meta Conversions API is designed to improve the effectiveness of your ads through data accuracy and customer insights. The straightforward benefits of Conversions API include Higher Return on Ad Spend (ROAS) and lower cost per lead. Here some more benefits of using Conversions API:&nbsp;<\/p>\n\n\n\n<h3>Improved ad targeting&nbsp;<\/h3>\n\n\n\n<p>Meta Conversions API allows you to share customer actions directly with Facebook. This data is more accurate and complete. Based on this, Facebook understands your core customer base and shows your ads to people who are more likely to take action.<\/p>\n\n\n\n<p>When someone makes a purchase from your website or fills out your Facebook Lead Form, that information is sent to Facebook. With this information, Facebook will target similar people who might also be interested in your products in future ads. This doesn\u2019t just improve your ad targeting but also possibly lowers your cost per lead.&nbsp;<\/p>\n\n\n\n<p>Suggested read: <a href=\"https:\/\/www.privyr.com\/blog\/tired-of-inconsistent-leads-from-facebook-try-meta-conversions-api\/\" target=\"_blank\" rel=\"noreferrer noopener\">Enhance your Meta Lead Ads with Meta Conversions API<\/a><\/p>\n\n\n\n<h3>More accurate data tracking<\/h3>\n\n\n\n<p>Ad blockers, browser restrictions, and privacy updates can cause a loss to valuable insights if you\u2019re using traditional Meta Pixels. Conversions API solves this issue.&nbsp;<\/p>\n\n\n\n<p>Conversions API ensures event data such as purchases, leads, sign-ups, CRM actions, etc. is sent directly to Meta from your website or CRM. This not only ensures fewer gaps in reporting but also more accurate data tracing.<\/p>\n\n\n\n<h3>Improved ad measurement<\/h3>\n\n\n\n<p>The Conversions API provides a more reliable way to track your ad performances. Since the information comes directly from your server, it\u2019s less likely to be affected by issues such as ad blockers or privacy settings. <\/p>\n\n\n\n<p>Also, you can better understand the full customer journey, starting from a user seeing your ads to engaging with it. This can help you understand what&#8217;s working and what&#8217;s not.<\/p>\n\n\n\n<h3>Improved lead quality for sales teams<\/h3>\n\n\n\n<p>Precise tracking means more qualified leads for sales teams, as Meta optimises campaigns toward people who are most likely to convert.<\/p>\n\n\n\n<p>This can significantly reduce wasted ad spend on irrelevant clicks. It can result in a significant boost in efficiency of your follow-ups.<\/p>\n\n\n\n<h3>Stronger Marketing Insights<\/h3>\n\n\n\n<p>Cleaner data helps you see which campaigns actually drive sales, not just clicks. This helps you allocate budget in a smarter way and run A\/B tests more effectively. You\u2019ll have better quality leads and significantly more conversion opportunities.<\/p>\n\n\n\n<h3>Resilience Against Privacy Changes<\/h3>\n\n\n\n<p>Browser-based tracking is becoming weaker as privacy laws evolve. CAPI can help you stay compliant while still capturing the critical conversion events needed to measure success.<\/p>\n\n\n\n<h3>Future-proof solution&nbsp;<\/h3>\n\n\n\n<p>Traditional tracking methods like cookies are becoming less reliable due to increased privacy measures. Conversions API doesn&#8217;t rely on cookies or browsers. By using it, you&#8217;re preparing your business for future changes.<\/p>\n\n\n\n<h2>How to optimise your campaigns with Conversions API<\/h2>\n\n\n\n<p>Facebook&#8217;s Conversions API (CAPI) can <a href=\"https:\/\/www.privyr.com\/blog\/how-to-supercharge-your-facebook-lead-ads-with-meta-conversions-api\/\" target=\"_blank\" rel=\"noreferrer noopener\">significantly enhance your advertising efforts<\/a>. However, to perform optimally, you should ensure it sends correct customer data to Facebook. Here are some best practices to fully leverage its benefits:<\/p>\n\n\n\n<h3>1. Use the Conversions API with the Facebook Pixel<\/h3>\n\n\n\n<p>If you\u2019re sending data from your website or app to Facebook through Conversions API, using the tool along with Facebook Pixel ensures you collect as much information as possible about customer actions. It helps reduce data gaps and improve accuracy.&nbsp;&nbsp;<\/p>\n\n\n\n<p>To install the Facebook Pixel, you should place the Pixel code on your website to track browser-based events. Once it\u2019s complete, you can set up the Conversions API by connecting your server to Facebook to communicate server-based events.<\/p>\n\n\n\n<h3>2. Define qualifying action accurately&nbsp;<\/h3>\n\n\n\n<p>Accurate data helps Facebook show your ads to the right people. That being said, it&#8217;s really up to you to decide what a \u201cqualified\u201d action is and means for your business. Qualifying can be different for different businesses. It\u2019s really important in order for you to optimise on the right metric.<\/p>\n\n\n\n<p>For instance, a purchase can be the right qualifying action for a product-based business. However, for businesses that rely on client communication for sales, the right qualifying action could be a form submission, booking of an appointment, or other actions that do not necessarily involve a financial transaction.&nbsp;<\/p>\n\n\n\n<p>Don\u2019t forget to include all relevant details about customer actions while sending the data. Also, stick to Facebook&#8217;s recommended event names (like &#8220;Purchase&#8221; or &#8220;AddToCart&#8221;) for consistency.<\/p>\n\n\n\n<h3>3. Implement event deduplication<\/h3>\n\n\n\n<p>Deduplication is the process of eliminating duplicate data entries. If you\u2019re using both the Pixel and CAPI, it\u2019s possible to send the same event twice. Deduplication ensures each event is counted only once.<\/p>\n\n\n\n<p>You can use unique identifiers for each event so Facebook can recognise duplicates. Ensure both methods send the same Event ID for the same action.<\/p>\n\n\n\n<h3>4. Provide customer information parameters<\/h3>\n\n\n\n<p>Detailed customer information helps Facebook to match events to user profiles more accurately. This can play a crucial role in delivering ads to more precise targets.<\/p>\n\n\n\n<p>Include information like email addresses or phone numbers in a secure, hashed format. The match rate is better with more details.<\/p>\n\n\n\n<h3>5. Monitor and test<\/h3>\n\n\n\n<p>Regular testing ensures the connection is functioning as it should. You can identify issues early before they impact your ad performance.&nbsp;<\/p>\n\n\n\n<p>Use Facebook&#8217;s Test Events Tool to see your real-time event data and verify setup. Also, check the event manager to monitor the data that Facebook receives.<\/p>\n\n\n\n<h3>6. Choose the right integration method<\/h3>\n\n\n\n<p>An integration method that works well with your existing systems can make your job so much easier. Also, some integration methods are simpler and require less technical expertise. You\u2019ll not only save time and effort but also extract accurate information for your next ad campaign on Facebook.&nbsp;&nbsp;<\/p>\n\n\n\n<p>If you use platforms like Shopify or WooCommerce, you can make use of their partner integration that offer easy CAPI setup. If you don\u2019t have a website or an app, <strong>use mobile-first CRMs like Privyr to enhance your ad efforts from the comfort of your smartphone<\/strong>. If you have a custom website, seek a developer\u2019s help to deal with the technical setup.<\/p>\n\n\n\n<p>Also, Facebook may update CAPI features or requirements from time to time. So, keep your setup functional by updating it. Stay informed by following Facebook&#8217;s announcements and updates.<\/p>\n\n\n\n<h2>How Privyr helps you maximise your campaign ROI with Conversions API<\/h2>\n\n\n\n<p>If you\u2019re generating leads for your business through Facebook Lead Ads, Meta Conversions API certainly helps you generate higher quality leads, but that doesn\u2019t guarantee success if your sales process is not efficient. For instance, if you contact your leads late, don\u2019t nurture them well, or have an inconsistent follow up schedule, you\u2019ll end up losing your leads even if they are highly qualified.<\/p>\n\n\n\n<p>Things can get challenging from the get go if you\u2019re managing your sales process manually.&nbsp; Plus, conversions API set up can be technical. <\/p>\n\n\n\n<p>Don\u2019t worry! Privyr is a mobile-first CRM that streamlines your whole sales process and makes it effortless to download, contact and follow up leads. It\u2019s also the only mobile-first CRM that\u2019s integrated with an in-built Meta Conversions API. <a href=\"https:\/\/www.privyr.com\/blog\/tired-of-inconsistent-leads-from-facebook-try-meta-conversions-api\/\" target=\"_blank\" rel=\"noreferrer noopener\">With Privyr, you\u2019ll make your Facebook ads more effective and efficient<\/a> while increasing your sales by up to 300%.&nbsp;<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter is-resized\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXeZdEMxk4ZHsw7Z9uDAVw85cIoMH0e1g3P0uQgBvVGC00WJ-hKVVZcZYmoyCyR3TZCw2jK-C8iucG1TXCIhRnfevTBvoffR66yXp50dLXDAs6YMygFzci-h4SNowJLsPxqYlNpeAkTW0xVORLXJLsZQ5GZD?key=gPszBOJUUoMWQ65bcZj4-Q\" alt=\"\" width=\"616\" height=\"395\"\/><\/figure><\/div>\n\n\n<p>With Privyr, you don\u2019t need any additional tools or resources to connect to Facebook\u2019s Conversions API. Just sign up, download the app to your mobile device, connect it with your Facebook page, and integrate Conversions API.&nbsp;Also, with Privyr you can set up Conversions API easily without any technical difficulties.  <\/p>\n\n\n\n<p>Here\u2019s how to connect Privyr with your Facebook page:<\/p>\n\n\n\n<h3>Step 1. Create your account and download the app<\/h3>\n\n\n\n<p>Go to <a href=\"https:\/\/www.privyr.com\/signup?utm_source=Blog&amp;utm_medium=Text_Link&amp;utm_campaign=SEO_Article_Signup&amp;utm_content=Manage_Insurance_Leads\" target=\"_blank\" rel=\"noreferrer noopener\">www.privyr.com<\/a> and create your account<strong>.<\/strong> Then, install Privyr app on your mobile device. Privyr is available on App Store and Playstore for iOS and Android devices.&nbsp;<\/p>\n\n\n\n<h3>Step 2. Connect Privyr with Facebook&nbsp;&nbsp;<\/h3>\n\n\n\n<p>In the app, tap on <strong>Account<\/strong> and select Integrations.&nbsp;<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter is-resized\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXfI_MJDHNZmaWd1ZqM6vo-iNd8XXiHUw8jYUUxdD32dDJghfWWhGGF1ygoA0Dhb2iEeoualwiXfj8mKpiCxwLOUoED4jm14jddm8KlLgzCZjXZ0NSGbwxQUGEVEVtvlSqe5V6hF-46MdC3PJDtzu_OWmvsK?key=gPszBOJUUoMWQ65bcZj4-Q\" alt=\"Privyr Lead Sources Integration\" width=\"356\" height=\"699\"\/><\/figure><\/div>\n\n\n<p>Under the <strong>Lead Sources<\/strong> tab, you\u2019ll find lead sources that you can connect with Privyr and automatically receive alerts when new leads come in. Select Facebook and tap on <strong>Configure<\/strong>. This will redirect you to your Facebook page. Click on continue. Your Privyr account is now connected with Facebook.&nbsp;&nbsp;&nbsp;<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter is-resized\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXcYKDARfubV2RZDQbEQ10oYZYebXoqM0waaVBxwWpIDbxqJ-TaaJSewBx4Ip7FgqdM7FgeGtCIaZ1-5CdjGhSOzBWfcgaqrjtIytyhSiqKmQbe_H2vcbfs0PR5L8hUiz00LHSfAeDYncLe6RyWmAbiwxLY?key=gPszBOJUUoMWQ65bcZj4-Q\" alt=\"Privyr Supported Lead Sources\" width=\"357\" height=\"734\"\/><\/figure><\/div>\n\n\n<p>Now that you\u2019ve connected your Privyr account with your Facebook page, it\u2019s time to integrate Meta Conversions API. It\u2019s a simple process that you can follow easily. Here\u2019s how to do it:<\/p>\n\n\n\n<p>Step 1. On your Privyr app, go to <strong>Account &gt; Settings &gt; Meta Conversions API<\/strong>&nbsp;<\/p>\n\n\n\n<p>Step 2. Log in by clicking <strong>Login with Facebook. <\/strong>You may need to confirm the Facebook Profile that you want to continue with.&nbsp;<\/p>\n\n\n\n<p>Step 3. You\u2019ll then be prompted to Connect Privyr to Facebook. Click <strong>Next<\/strong>.<\/p>\n\n\n\n<p>Step 4. Next, you\u2019ll be prompted to confirm settings. Select the Business Portfolio and Meta Pixel that you want to connect to Privyr, then click <strong>Continue<\/strong>.<\/p>\n\n\n\n<p>Step 5. You\u2019ll now be asked What is Privyr allowed to do. Enable <strong>all options<\/strong> and click <strong>Next<\/strong>.<\/p>\n\n\n\n<p>Step 6. Click DONE.&nbsp;<\/p>\n\n\n\n<p>After completing the steps successfully, you\u2019ll see your connected Facebook Page, Pixel Name and ID.<\/p>\n\n\n\n<p>With Privyr, you\u2019ll receive real-time mobile alerts for new leads generated from your Facebook Lead Ads. You can instantly access your leads and contact them with auto personalised messages on messaging apps like WhatsApp, iMessage, or Telegram without typing, copy-and-pasting, or saving the details to your phonebook. Privyr also automatically schedules follow-up reminders for each lead. Plus, you can also automatically distribute leads to your team members by creating lead distribution rules for different Facebook Ads.<\/p>\n\n\n\n<h2>Conclusion&nbsp;<\/h2>\n\n\n\n<p>Meta\u2019s Conversions API is an excellent tool for boosting the efficiency of your ads. And with platforms like Privyr, you can leverage this technology to enhance your ads\u2014even without a website or deep technical skills.<\/p>\n\n\n\n<p>If you\u2019re generating leads on Facebook, remember that while acquiring qualified leads is crucial, managing and nurturing them afterward is just as important. Make sure you are not only targeting the right audience but also handling your sales process with equal effectiveness.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Have you been generating leads through Facebook Lead Ads lately? Not getting the results you\u2019re hoping for? Facebook\u2019s conversions API (CAPI) might just help you improve your targeting and generate more qualified leads at a lower cost.&nbsp; If you haven\u2019t heard about it already, Meta Conversions API can play a game-changing role in improving your<\/p>\n","protected":false},"author":6,"featured_media":9409,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1090],"tags":[1063,1064,1062],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.6.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Meta Conversions API: The most comprehensive guide<\/title>\n<meta name=\"description\" content=\"Discover everything you need to know about Meta Conversions API and the best tips to optimise your ad performance using this amazing tool\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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