The browser pixel remains a separate source
A browser measurement and a server event may describe the same purchase, but they are separate observations. A server event does not turn missing browser data into an observed fact.
Meta Conversions API alongside your browser pixel.
Give Meta more visibility into your store purchases. Send eligible purchase data from the server alongside your browser pixel. See the purchase amount sent and the consent recorded for each order.
One purchase, two possible measurement routes.
Purchase events with available fields
The connection uses value and currency and, where supported and available, fbc/fbp identifiers. A shared event_id helps Meta deduplicate browser and server events for the same purchase when your setup supports it.
See what is actually sent
Check the order, available fields and delivery status. This Meta connection does not include email or phone enrichment. We therefore do not promise maximum Event Match Quality or a fixed score.
Example: the same purchase through Pixel and CAPI.
Fictional example: order EXAMPLE-306 totals €89.00. With appropriate consent, the browser can record a Purchase and the server can send an eligible Purchase event. Where the connection supports it, both use the same event_id for this purchase. Available fbc/fbp identifiers can be included.
Check that the event_id matches, value and currency are correct, and Meta accepts the server event. An amount mismatch needs investigation; it is not automatically corrected. An accepted Purchase event does not prove campaign attribution and is not an additional order.
Connect both routes without unintended double counting.
Review your Meta setup
Identify your pixel or dataset and existing connections that send Purchase events. Discuss the account access needed and the connection options supported by your store.
Align order fields and event_id
Connect the order amount and currency. Check where fbc/fbp are available and how the browser and server can share an event_id. Verify the recorded consent as well.
Inspect a purchase in both routes
Compare an agreed test order with the browser observation and server delivery. Check the platform response and investigate missing fields or duplicate events. Review attribution separately in Meta.
Matching depends on the evidence available.
fbc/fbp and a shared event_id depend on your browser data and setup. An unavailable value is not replaced with an invented one.
This connection does not add email addresses or phone numbers. Event Match Quality depends in part on the fields Meta actually receives; no fixed score is guaranteed.
Server-side delivery does not bypass consent requirements. Platform availability, access and the exact connection method are discussed before setup.
Questions about this connection.
Does CAPI replace the Meta Pixel?
Not automatically. Both routes can work alongside each other. Check what each sends and how they identify the same purchase before changing your existing setup.
Why does event_id matter?
A shared event_id helps Meta recognise the browser and server versions of the same purchase for deduplication. It requires consistent configuration on both sides; adding a server event alone does not guarantee this.
Will CookieROAS raise my Event Match Quality to 9/10?
We do not promise a fixed score. Available fbc/fbp can help matching, but this Meta connection does not include email or phone enrichment. Review the fields received and the diagnostics in Meta.
Continue exploring.
Make your Meta purchase route easier to inspect.
Discuss your pixel, order source and existing CAPI connections. Together we will establish the data and steps your setup needs.
Discuss my store