Markitech / Server-Side Tracking / Meta Conversions API Setup
Meta Conversions API setup and deduplication
Run the pixel and the Conversions API together, count each conversion once, and raise Event Match Quality.
Updated November 4, 2026 · Markitech team
The Meta Conversions API (CAPI) sends web events from your server to Meta. Paired with the browser pixel, it fills gaps left by blockers and browser restrictions. Meta expects both, and expects you to tell it when they describe the same event.
Deduplication relies on a matching event_name and event_id from both sources. Event Match Quality depends on which customer parameters you send and how they are formatted. Markitech checks what your Tag Manager tags send, sends a test event to confirm the Conversions API connection, and proposes fixes you approve.
How to do it
- Generate one event_id per conversion in the data layer and reuse it for pixel and CAPI.
- Send CAPI events through server-side GTM or a direct integration with the same event_name.
- Add hashed em, ph, fn, ln and external_id, plus fbp and fbc cookies where available.
- Pass consent state so events are only sent where permitted.
- Compare pixel, CAPI and deduplicated counts in Events Manager.
- Track Event Match Quality per event and close the gaps on your key conversions.
Common mistakes
- Generating different event_id values in the browser and on the server.
- Sending Purchase from both sources without value and currency on one of them.
- Hashing fbp or fbc cookies, which must be sent unhashed.
- Optimizing campaigns on an event with poor match quality.
Ask Markitech
Related questions
- Does Markitech support server-side tagging?
- Does Markitech work with the Meta Conversions API?
- Does Markitech support Consent Mode v2?
Key terms
Approved by you, every time
Markitech proposes each change in chat and holds it until you approve. Nothing is published, created or changed in your accounts without that approval.
Part of the Server-Side Tracking guide.
Meta Conversions API Setup questions
Do I still need the Meta pixel?
Yes. Meta recommends running the pixel and the Conversions API together with deduplication.
Can Markitech make changes in Meta?
It can pause or activate campaigns and send Conversions API test events. Tracking changes are made through Tag Manager, and every change waits for your approval.