How server-side tracking (Meta Pixel + Conversions API) works
Browser pixels miss events - ad-blockers, cookie loss, crashes. Meta Manager adds server-side tracking via Meta’s Conversions API (CAPI): your server sends events (Purchase, AddToCart, etc.) straight to Meta, with PII hashed (SHA-256), event deduplication against the browser pixel, retry with backoff, and full call logging. The result is far more reliable ad tracking and better attribution.
Step by step
- Add your pixelWeb: in Meta Manager → Pixel, add your Meta Pixel (ID). You can manage more than one.
- Send eventsEvents are sent server-side. Your storefront and app can fire them, and you can post events from other systems (GTM server-side, Woo, Shopify, custom) to the public ingest endpoint
POST /api/meta/trackwith the pixel id, event name, a unique event_id, value, currency and identifiers. - Deduplicate with the browser pixelSend the same event_id from both the browser pixel and the server; Meta Manager deduplicates so the event isn’t double-counted.
- Watch the logsEvery send is logged. Failed events retry automatically on a schedule, so a temporary issue doesn’t lose the event.
Why it matters
Server-side events reach Meta even when the browser pixel is blocked, which improves match quality and the accuracy of your ad optimisation and reporting.
- PII (email/phone) hashed with SHA-256 before sending
- Captures _fbp/_fbc, IP and user-agent for matching
- Deduplication by event_id (no double counting)
- Automatic retry queue and a browser fallback pixel
Frequently asked questions
What is the Meta Conversions API (CAPI)?
A way to send ad events to Meta from your server instead of only the browser pixel, so tracking survives ad-blockers and lost cookies. Meta Manager sends CAPI events with PII hashing, deduplication, retry and logging.
Can I send events from Shopify, WooCommerce or GTM?
Yes. Post events to the public ingest endpoint POST /api/meta/track with the pixel id, event name, a unique event_id and details; they’re sent server-side and deduplicated.
Does it avoid double-counting with the browser pixel?
Yes. Send the same event_id from both the browser and the server and Meta Manager deduplicates it.
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