Meta Conversions API · Facebook and Instagram · Fixed price
Meta only sees the conversions the browser lets through. We additionally report them through your server, without counting twice.
The Meta pixel runs in the visitor’s browser. Ad blockers, Safari and the settings on the iPhone stop it regularly. The order or enquiry is real, but Meta never hears about it and optimises your ads on a picture full of holes.
The Conversions API is the second path: your server reports the same conversion directly to Meta. So Meta counts it only once, both reports carry the same reference. We set up both, verify the merge and respect the decision at the cookie banner.
The tracking check also covers what arrives at Meta and how well Meta can match the conversions. Credited if you commission within 30 days.
What you end up with
- Pixel and server report the same conversion, Meta counts it once
- Matching to real Meta accounts improves because the server passes on more details, made unreadable
- On decline at the cookie banner Meta receives nothing
- Contract with Meta and entry in the privacy policy are settled
What we do differently
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The merge is verified
We send test conversions and check in the Meta account that two reports become one. Then we compare against your real conversions.
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No way around permission
Even through the server nothing goes to Meta on decline. We build no trick.
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The path that fits you
Shopify connection, a server of your own or direct connection in the shop. We do not recommend the most expensive, but what is enough.
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Honest numbers
How well Meta matches is only shown by the account after launch. We promise no percentages.
Pixel and server
Why you need both.
The server does not replace the pixel. Meta explicitly recommends both paths at the same time: the pixel delivers what only the browser knows, the server delivers the safety against blockers.
Server: Conversions API
- Runs on your server, not in the browser
- Far less affected by ad blockers and Safari
- Passes on customer details made unreadable so Meta matches better
- Needs the same reference as the pixel, otherwise Meta counts twice
Browser: Meta pixel
- · Runs in the visitor’s browser
- · Blocked by roughly every second visitor in Germany
- · Loses attribution through Safari and iPhone settings
- · Delivers click identifiers the server alone does not have
On its own the pixel is no longer enough in 2026. On its own the server is not enough either, because it lacks the details from the browser.
The core
One reference so Meta counts every conversion once.
The most common reason for wrong numbers in home-built connections: pixel and server report the same purchase, but without a shared reference. Then your values double and the ads optimise on numbers that do not exist.
Meta merges two reports with the same name and the same reference within about five minutes and usually keeps the one from the browser.
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One reference per conversion
It is created once, at the conversion, and passed to both paths. For orders usually the order number.
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The same name
Both paths report the conversion under the same name, such as purchase or lead. Only then does Meta recognise the duplicate.
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The time window
Both reports have to arrive shortly after each other. A server that reports hours later creates double counts.
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Verification in the Meta account
With test reports we verify that Meta merges. Then we compare the number at Meta with your real conversions.
Matching
The more Meta can recognise, the cheaper the ads.
Meta rates on a scale from 1 to 10 how well your reports can be matched to a real account. Values from 8 to 10 count as very good, a flat 10 is rare. Realistic is 8 to 9 when enough details come along.
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What gets sent along
Email, phone number, name, city, postcode, click and browser identifier. All encrypted before sending so Meta can only match, not read.
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What it brings
According to Meta, cost per conversion fell by 15 to 25 percent with better matching. That is Meta’s number, not ours. For you the account shows it.
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What it does not bring
Better matching replaces no permission. What the visitor declines at the banner is not sent along, not even encrypted.
Which path
Three ways to connect the server.
Which one fits depends on ad budget, shop system and how much control you want.
| Point | Shop system connection or rented service | Your own server in Germany |
|---|---|---|
| Who it is for | Small shops with standard conversions, quick start | Anyone with a noticeable ad budget, several platforms or custom conversions |
| Effort | A few hours, often without code | One to three weeks including verification |
| Control | Limited: merge, matching and cookie decision sit with the provider | Full: you decide what goes out and when |
| Data path | Through the shop platform or a third party, often in the US | Processing in Germany, then directly to Meta |
| Several platforms | Meta only | Google Analytics, Google Ads, TikTok and LinkedIn through the same path |
Shopify and WooCommerce offer ready-made connections without code. They are quick but limited on custom conversions, matching and cookie control. As soon as ad budget and special cases matter, the server of your own pays off.
Privacy
The server is not a way around the cookie banner.
The Conversions API can be run in a privacy-compliant way, but not by itself. Three things have to be right.
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Permission before sending
On decline at the banner the server must not send personal data to Meta. We tie the connection to the visitor’s decision.
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Make details unreadable
Email and phone number are encrypted before sending. That protects the plain data and is at the same time what Meta needs for matching.
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Contract with Meta
Even encrypted emails are personal data. That is why Meta’s data processing terms and an entry in your privacy policy are needed.
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Processing in Germany
The server runs at Hetzner in Nuremberg or Falkenstein. What goes from there to Meta leaves the EU, which has to be documented.
Practical assessment, not legal advice. The final assessment belongs to your data protection officer or lawyer.
How it runs
From the check to the verified handover
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two working days
Tracking check
What the pixel reports today, whether server reports already exist, whether Meta counts twice and how good the matching is.
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fixed price
Decision
Shop system connection, a server of your own or direct connection. Documented with reasoning.
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one to three weeks
Setup
Pixel and server with a shared reference, unreadable details, tie-in with the cookie banner, contract with Meta.
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one to two days
Verification
Test conversions in the Meta account, merge, comparison with your real conversions, behaviour on decline.
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includes a manual
Handover
Verified state, known limits, manual for your team. No dependence on us.
Prices
The check first, then the fixed price.
The Meta connection is usually part of a larger build. As a single job it gets its own fixed price after the check.
Tracking check
EUR 290 net- Pixel, server reports and double counting checked
- Matching score in the Meta account
- Behaviour on accept and decline
- Fixed price for the implementation, credited if you commission within 30 days
Implementation
- by quote
Meta through the shop connection
Ready-made Shopify or WooCommerce connection set up properly, double counting checked, cookie decision wired in.
- within server-side tracking from EUR 2,490 net
Meta through your own server
Server in Germany, Meta together with Google Analytics and Google Ads, merge verified, manual and handover.
One-off prices, no term, no fee to us per report. All prices net.
Related
Meta is one piece of the whole measurement.
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The foundation first
If the value or reference is already wrong in the shop, it arrives at Meta just as wrongly.
See web tracking -
The server for all platforms
Google Analytics, Google Ads and Meta through the same path, in Germany.
See server-side tracking -
Wiring up the cookie banner
The visitor’s decision has to reach Meta too.
See Consent Mode -
Are you on Shopify?
Shopify has its own rules for apps, checkout and custom code.
See Shopify tracking
Common questions
Pixel, server, merging and law.
What is the Conversions API in one sentence?
A connection through which your server reports conversions directly to Meta, instead of only the visitor’s browser.
Do we still need the pixel then?
Yes. Meta recommends both paths at the same time. The pixel delivers details from the browser, the server the safety against blockers. Only the shared reference matters.
Is it privacy-compliant?
It can be, but not automatically. Permission before sending, unreadable details and a contract with Meta are the three requirements. The assessment belongs to your advisers.
Do we still need a cookie banner?
Yes. A common misconception is that the server makes the banner unnecessary. The law requires consent regardless of whether the data comes from the browser or the server.
How long does it take?
The ready-made Shopify connection is active in hours but only delivers the basics. A clean build with a server of your own, merge, matching and cookie tie-in takes one to three weeks. Most of the time goes into verification.
How much does it bring back?
Meta itself reports that under-reporting on the iPhone was roughly halved through wider use of the API. For individual accounts 20 to 40 percent recovered conversions are reported. Those are third-party numbers and no guarantee.
Start the tracking check
Four required answers, the rest is optional. You get a reply by email within one business day, no phone call.
Next step
Find out what Meta sees of your conversions.
The tracking check shows within two working days whether Meta counts twice, how well it matches and what happens on decline.
Credited if you commission within 30 days. No term.