Meta Business Help Centre

About Conversions API

The Conversions API is designed to create a direct connection between your marketing data and the systems that help optimise ad targeting, decrease cost per result and measure outcomes across Meta technologies.

How Conversions API works

The Conversions API is designed to create a direct and more reliable connection between marketing data (from your server, website platform, app or CRM) and Meta. Examples of marketing data include website events, app events, offline conversions and messaging events. This marketing data helps enable ad personalisation, optimisation and measurement across Meta technologies so that your ads are shown to people who are more likely to find them relevant.

Note: Offline conversions cannot be used for ad optimisation at this time.

There are several ways to set up the Conversions API, and many integrations don't require a developer. Learn how to choose the setup option that's right for your business.

The Conversions API can help you:

Manage a single API for event data. You can use the Conversions API to send events from sources that include websites, physical shops, email, business chat, phone, mobile app and offline. You can set up the Conversions API instead of the App Events API and Offline Conversions API. If you've already set up the App Events API or Offline Conversions API, you can continue to use them unless you want to create datasets.

Note: Starting with Graph API version 17 onwards, released on May 23, 2023, Offline Conversions API will no longer support offline events. We anticipate that the Offline Conversions API will be discontinued in the third quarter of 2024. We recommend that advertisers with Offline Conversions API integrations convert their integration into a Conversions API integration and do not update their Offline Conversions API until they have successfully done so. Learn more about these changes.

The Conversions API provides additional benefits depending on if you use it to send website, app, offline or messaging events. You can learn more in the sections below.

Using Conversions API to send website events

When you use the Conversions API to send website events, it may help you:

Improve connectivity to reduce cost per result. Data from the Conversions API is less affected than the Meta pixel by browser loading errors, connectivity issues and ad blockers. When you use the Conversions API alongside the pixel, it creates a more reliable connection that helps the ad delivery system decrease your cost per result.
Optimise ads for actions that happen later in the customer journey. Examples of these events include actions that happen after a purchase (such as subscriptions), actions that happen in shops and even customer scores. This information helps the system show your ads to customers who are more likely to generate value for your business.
Improve measurement. The Conversions API can help you better measure ad performance and attribution across the customer journey, from discovery to conversion. This helps you better understand how digital advertising affects both online and offline results.
Increase event matching to reduce cost per result. Matched events are events that can be attributed to accounts on Meta technologies. They help you deliver ads to people who are more likely to take the action that you care about and attribute those actions back to your ads. With the Conversions API, you can include additional customer information parameters that help increase matched events and your event match quality. Learn how to view and how to improve your event match quality.

Using Conversions API with the Meta pixel

If you use the Conversions API to send website events, consider also using the pixel to help maximise the effectiveness of your website events. Learn more about best practices for the Conversions API.

Website events sent through the Conversions API are linked to your pixel and behave like events sent through the pixel in the following ways:

They're used for the same types of ad optimisation, including maximising the number of conversions and maximising the value of conversions.
They appear in most of the same surfaces, including Meta Ads Manager and Meta Events Manager.
They follow the off-Facebook activity tool and third-party data ads personalisation control, as well as other restrictions in the Meta Business Tools Terms.
Like the pixel, the Conversions API isn't designed to be a means to bypass data sharing policies, such as the iOS App Tracking Transparency framework or privacy rules in Europe, such as the ePrivacy Directive.

Visit Meta for Developers to learn how to send website events through a direct Conversions API integration.

Using Conversions API to send app events

When you use the Conversions API to send app events, it may help you:

Be less reliant on SDK and app release updates. Use the Conversions API to send new event data without the need to maintain the Facebook SDK for iOS or Android, or depend on app release updates.

If you already use a direct Conversions API integration to share events from your website, you can update your setup to share events from your app too. Visit Meta for Developers to learn how to send app events through a direct Conversions API integration.

Using Conversions API to send offline events

When you use the Conversions API to send offline events, it may help you:

Measure in-store outcomes that are driven by your Meta ads.
Create custom audiences and Lookalike Audiences based on your offline events.
Run lift studies to understand the impact of Meta ads on your in-store purchases.

If you already use a direct Conversions API integration to share events from your website or app, you can update your setup to share offline events, too. Visit Meta for Developers to learn how to send offline events through a direct Conversions API integration.

Using Conversions API to send messaging events

When you use the Conversions API to send messaging events, it may help you:

Connect valuable data from business chats. Sharing events may help you understand the actions that people take in business chats on Messenger, Instagram or WhatsApp.
Optimise ads that click to Messenger for purchases to improve performance. Optimisation is currently only available for purchase events on Messenger. Learn about messaging events.
Improve measurement. The Conversions API can help you better understand and measure actions that happen later in the customer journey, such as making a purchase.

Learn how to send messaging events through a partner integration or visit Meta for Developers to learn how to send messaging events through a direct Conversions API integration.