Meta Conversions API: A Setup Guide That Survives iOS and Ad Blockers
Trakkify Team 9 min read
Browser pixels miss a growing share of conversions. The Conversions API sends the same events from your server, so optimisation keeps working.
Send both, deduplicate always
Run the pixel and the server event together and pass the same event_id in both. Without deduplication you double-count purchases and mislead the bidding algorithm.
Hash customer data correctly
Emails must be lowercased and trimmed; phone numbers must be in E.164 format before SHA-256 hashing. A wrongly formatted phone number simply produces a hash that matches nobody.
- Normalise, then hash — never hash raw input
- Forward fbp and fbc cookies for better match quality
- Respect marketing consent before sending PII
Watch match quality, not just event count
A high event count with low match quality is worthless. Aim to send at least four identifiers per event and review the Events Manager score weekly.
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