In this guide · 8 sections
Short answer
Install the Meta Pixel with standard events such as Lead and Purchase, then add the Conversions API: one click in Events Manager, the self-hosted Conversions API Gateway, Meta's WordPress plugin, or server code. Send the same event ID from browser and server so Meta deduplicates, and test it.
Pixel vs Conversions API: what each does
The Meta Pixel is a JavaScript snippet that fires events from the visitor's browser. The Conversions API (CAPI) sends events from your server or a hosted service directly to Meta. Meta's Conversions API documentation describes it as a connection from your server, website platform or CRM that helps optimise ad targeting and measure results.
You normally run both together. If the browser event is blocked, the server event still arrives; if both arrive, Meta keeps one. If your site runs on Shopify, follow our Shopify Pixel and Conversions API guide instead, since Shopify handles most of this in its settings.
Which standard events to send
Meta's Pixel reference lists standard events with set names. Use these rather than custom names wherever they fit, because Meta's ad optimisation understands them.
| Event | When to fire it | Useful parameters |
|---|---|---|
| PageView | Every page load (fired by the base code) | None |
| ViewContent | Product, service or key landing page viewed | content_ids, value, currency |
| Lead | Enquiry or quote form submitted successfully | value, currency (optional) |
| AddToCart | Product added to cart | content_ids, contents, value, currency |
| InitiateCheckout | Checkout started | value, currency, num_items |
| Purchase | Order completed (thank-you page) | value, currency, contents, num_items |
| Schedule | Appointment booked | None required |
Fire Lead and Purchase only on success, not on button click, or failed submissions will be counted. Send value in SGD with currency "SGD" so reporting and value-based bidding are accurate.
Three ways to add the Conversions API
Which route suits depends on your site and who maintains it.
| Route | How it works | Good for | Watch out for |
|---|---|---|---|
| One-click in Events Manager | Meta's Conversions API docs say you can set up CAPI for website events in one click, with no code, configuration or setup fees | Most small business sites with an existing Pixel | Less control over which data is sent |
| Conversions API Gateway | A self-serve server Meta provisions in your own AWS or Google Cloud account | Several domains or Pixels; you want to own the server | Cloud hosting fees; someone must keep the account healthy |
| WordPress plugin | Meta's official Meta Pixel for WordPress plugin installs the Pixel with Conversions API support | WordPress and WooCommerce sites | Plugin updates and conflicts with other tracking plugins |
| Server code (direct) | Your developer sends events from the backend with the Conversions API | Custom web apps and booking systems | Developer time; storing the access token securely |
Meta's Conversions API Gateway page says the only cost of the Gateway is the associated cloud resource or partner fees, and that it updates itself with admin consent. For WordPress, the Meta Pixel for WordPress plugin supports Lead, ViewContent, AddToCart, InitiateCheckout and Purchase events and the Conversions API.
Deduplication: stop counting every conversion twice
When the Pixel and the server both send a Purchase, Meta needs to know they are the same purchase. Meta's deduplication guide gives two methods.
- Event ID (recommended): the Pixel's `eventID` must match the Conversions API's `event_id`, and the event names must match. In the Pixel, eventID is the fourth argument of the fbq track call.
- fbp or external ID: send the same event name with the `fbp` cookie value and/or your own `external_id` from both sides. Meta notes this generally works only when the browser event arrives first, and server events are not discarded if no browser event arrived in the past 48 hours.
Set it up and test it, step by step
This order works for WordPress and custom sites alike.
Create or find your Pixel (dataset) in Events Manager
Use the Meta Business portfolio that owns your ad account, not a personal profile, so access does not depend on one person.
Verify your domain
In Business Settings, verify the website domain by DNS TXT record, HTML file or meta tag.
Install the Pixel base code and events
Use the WordPress plugin, Google Tag Manager or your site's code. Fire Lead and Purchase on success pages only.
Add the Conversions API
Try one-click setup in Events Manager first. Use the Gateway or server code if you need more control.
Pass the same event ID from both sides
Use the order or submission ID, so each conversion is deduplicated.
Test in Events Manager
Open Test Events, browse your site, submit a test form or order, and check each event arrives once from both browser and server.
Review event match quality after a week
Events Manager scores how well your server events match people. Sending hashed email or phone where you have consent improves it.
Pair this with GA4 so you can compare results outside Meta; our GA4 setup checklist covers that side.
Do it yourself or get help?
On WordPress, Meta's plugin plus one-click Conversions API is a reasonable DIY job for someone comfortable in Events Manager. Custom sites, booking systems, multiple domains or a consent banner that must control both browser and server events usually need a developer.
Tracking checklist
IT Sorted is a Singapore-based team of developers with over 10 years of experience. Our Meta Ads Setup (S$590) sets up your Business portfolio and ad account in your name, installs the Meta Pixel and Conversions API with key events tested, verifies your domain, and builds a first campaign. Your ad budget is paid by you straight to Meta.
Frequently asked questions
It is strongly recommended. The Pixel runs in the browser, so ad blockers, browser privacy settings and slow pages can stop events. The Conversions API sends the same events from a server, so Meta receives more of your conversions. Running both, with deduplication, gives more complete reporting and better ad optimisation.
The simplest routes are Meta's one-click Conversions API setup in Events Manager, which Meta says needs no code or setup fees, or Meta's official Meta Pixel for WordPress plugin, which supports the Conversions API. WooCommerce stores can also use Meta's Facebook for WooCommerce plugin. Test events afterwards in Events Manager.
Meta matches events that share the same event name and event ID. The Pixel's eventID, passed as the fourth argument of the fbq track call, must equal the event_id sent by the Conversions API. Meta can also deduplicate using the fbp cookie or external ID, but that works mainly when the browser event arrives first.
Meta does not charge for the Gateway itself. Meta says its only cost is the associated cloud resource or partner fees, because it runs in your own AWS or Google Cloud account. For many small sites, Meta's one-click Conversions API setup in Events Manager avoids hosting costs entirely.
If your site asks visitors for cookie consent, yes. Meta's Pixel supports a consent revoke command before initialisation and a grant command once the visitor agrees. Apply the same choice to server events, and explain Meta tracking in your privacy notice. Singapore's PDPA also requires notifying people about how their personal data is used.