The Meta Conversions API (CAPI) lets SureConnect fire server-side conversion events back to Meta (Facebook/Instagram) when calls convert. This improves ad optimization by providing conversion data directly to Meta's algorithm — without relying on browser cookies.
What it does
- Sends Purchase events to Meta when qualified calls complete.
- Sends Lead events for Facebook Lead Ads form submissions.
- Passes user data (hashed phone, email, name) for identity matching.
- Includes Facebook cookies (
_fbc,_fbp) from visitor sessions for better match rates. - Logs every event to an audit table for tracking and debugging.
Before you start
- A Meta Business account with a configured Pixel.
- A Meta Conversions API access token (generated in Events Manager).
- Your Pixel ID.
Steps
- 1
Go to Settings
Click Settings in the left sidebar.
- 2
Find the Meta Conversions API section
Scroll to the Meta CAPI integration section.
- 3
Enter your Pixel ID
Enter the Pixel ID from your Meta Events Manager.
- 4
Enter your Access Token
Enter the Conversions API Access Token. This token is generated in Meta Events Manager under your Pixel's settings. SureConnect encrypts this token using AES-256-GCM before storing it.
- 5
Test the connection
(Optional) Enter a Test Event Code from Meta's test events tool. This sends events to Meta's test environment so you can verify the integration without affecting your production pixel data.
- 6
Enable CAPI on your campaigns
Toggle Meta CAPI Enabled on each campaign where you want conversion events to fire. Set the Conversion Value per campaign to tell Meta the monetary value of each conversion.
Event deduplication
SureConnect generates unique event IDs for every conversion event. This prevents duplicate reporting when the same conversion is tracked by both browser-side and server-side methods.
Monitoring events
Go to Settings > Meta Events to see a log of all CAPI events sent, including their status (success, failed, pending) and any error messages.