About Conversions API

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

Understand how the 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. Marketing data includes website events, app events, offline conversions and messaging events. This data helps enable ad personalization, optimization, and measurement across Meta technologies, showing your ads to people more likely to find them relevant.

Note: Offline conversions are not currently used for ad optimization.

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

The Conversions API can help you:

Manage event data with a single API. The Conversions API supports events from various sources, including websites, physical stores, email, business chat, phone, mobile app, and offline. Alternatively, you can set up the Conversions API instead of the App Events API and Offline Conversions API. If you already use the App Events API or Offline Conversions API, you can continue using them unless you need to create datasets.

Note: Offline Conversions API will be discontinued in May 2025. At that time, you will no longer be able to use the Offline Conversions API to upload events to offline event sets. We recommend that you upload events to datasets instead and convert your Offline Conversions API integration into a Conversions API integration. Learn more about these changes and how you can prepare.

The Conversions API offers additional benefits for website, app, offline, and messaging events.

Use Conversions API to send website events

Using the Conversions API for website events can help you:

Improve connectivity, reducing cost per result. Data from the Conversions API is less impacted 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.
Optimize ads for later customer journey actions.These events include post-purchase actions (e.g., subscriptions), in-store actions, and 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 impacts both online and offline results.
Increase event matching reducing 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 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.

Integrate the Conversions API with the Meta Pixel

If you use the Conversions API to send website events, consider also using the pixel to help maximize 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 optimization, including maximizing the number of conversions and maximizing 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 personalization 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.

Use 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.

Use 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.

Use 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 people take in business chats on Messenger, Instagram or WhatsApp.
Optimize Ads that click to Messenger for purchases to improve performance. Optimization 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.