Facebook Conversions API vs. Facebook Pixel

Marketing Tools
Shaikh Nahian
3 mins

Tracking the performance of your Facebook ads is critical when running your business in the digital sphere. Facebook Pixel and Facebook Conversions API are two of the most popular Facebook tracking tools. But which is best for you? 

In this post, we'll compare the Facebook Conversions API with the Facebook Pixel, as well as provide an overview of each product. Let's start by defining Facebook Pixel and Facebook Conversions API. 

The Facebook Pixel is a tracking tool that allows you to track user interactions with your website to determine the efficacy of your adverts. Using cookies, it tracks user behavior and reports on conversions, such as purchases or sign-ups.

Facebook Conversions API, on the other hand, is a server-side tracking tool that allows you to track user behavior directly from your server. Instead of relying on cookies, it sends user data directly to Facebook, bypassing browser limitations and privacy concerns.

With the recent iOS 14 update from Apple, server-side tracking has become increasingly important. 

iOS 14 restricts access to user data, making it difficult for Facebook Pixel to track user behavior accurately. Facebook Conversions API is designed to address these challenges and provide more accurate tracking for your Facebook ads.

In the following parts, we'll delve deeper into the differences between Facebook Pixel and Facebook Conversions API, and provide guidance on choosing the right tool for your business.

Facebook Conversion API and Facebook Pixel

Facebook Conversion API and Facebook Pixel are tools that businesses can use to track user behavior on their websites and improve their Facebook ad campaigns.

The Facebook Pixel is a piece of code that businesses use on their websites to measure user behavior such as page views, button clicks, and transactions. 

It tracks user activity with cookies and sends that information back to Facebook, allowing businesses to analyze the performance of their Facebook ads and adjust their campaigns.

Facebook Conversion API is a server-side tracking technology that allows businesses to track user behavior directly from their server. 

It transfers user data straight to Facebook, circumventing browser restrictions and privacy concerns for more accurate tracking.

Businesses now need Facebook Conversion API, especially post-iOS 14 because it addresses the challenges posed by Apple's update. 

With iOS 14 restricting access to user data, Facebook Pixel may not accurately track user behavior, resulting in incomplete or inaccurate data. 

Facebook Conversion API provides more reliable tracking, ensuring that businesses have accurate information on the effectiveness of their Facebook ads. Using both Facebook Conversion API and Facebook Pixel can provide businesses with complete and accurate data on the effectiveness of their Facebook ads. While Facebook Pixel provides more traditional browser-based tracking, Facebook Conversion API provides more reliable server-side tracking, helping businesses overcome browser limitations and comply with privacy regulations.

How to Set Up Facebook Conversion API

Setting up Facebook Conversion API takes a few steps and requires meeting certain conditions. Here's how you can set up Facebook Conversion API:

  • Create a Facebook Ads Manager account and a Facebook Business Manager account if you haven't already.
  • Set up a Facebook Pixel and ensure that it's correctly installed on your website.
  • Create a Facebook App ID and configure it for use with the Facebook Conversion API.
  • Add the Facebook Conversions API Tag to your website's server-side code or use a tag manager like Server Side GTM Container to add the tag.
  • Map your website's events to Facebook's standard events to ensure accurate tracking.
  • Test your setup to ensure that the data is correctly flowing from your server to Facebook.

Facebook Conversion API works with Server Side GTM Container by allowing you to use it to manage your tags and configure your tracking events. 

With Server Side GTM Container, you can manage multiple tracking tags, including Facebook Conversion API, from a single interface, simplifying the setup process.

Comparing Facebook Conversion API with Facebook Pixel

Both Facebook Pixel and Facebook Conversion API are tools used to track user behavior on websites and optimize Facebook ad campaigns. 

They do, however, take different approaches to tracking and data collection.

Pixel and Conversion API both track events like page views, add-to-carts, and sales. However, Pixel employs client-side tracking while Conversion API uses server-side tracking. 

The pixel tracks user behavior via code embedded on the website, whereas the Conversion API delivers user data directly from the server to Facebook.

The main advantage of Conversion API is that it can track events that may not be captured by Pixel due to ad blockers or other privacy settings. 

Additionally, Conversion API provides more control over data privacy, as sensitive user information can be sent directly from the server without being visible to the client-side code.

Businesses should examine their specific tracking requirements and technological capabilities when choosing between Pixel and Conversion API.
Pixel may be a better choice for businesses with lower technological resources, whereas Conversion API may be better suited for larger enterprises with extensive data privacy requirements.

Frequently Asked Questions about Facebook Conversion API

As businesses continue to navigate the changes brought about by the cookieless era, the Facebook Conversion API has become an increasingly popular topic of conversation. 

Here are some frequently asked questions about the Facebook Conversion API:

  • What is the Facebook Conversion API?

The Facebook Conversion API is a server-side tool that allows businesses to send website and offline event data directly to Facebook. This helps businesses accurately track and measure their ad campaign's effectiveness, even in the face of tracking limitations brought on by iOS 14.

  • What are the advantages of using the Facebook Conversion API?

The Facebook Conversion API offers several benefits, including increased accuracy and data security. Since data is sent server-side, there is less chance for data loss or inaccuracies caused by ad blockers, browser settings, or other factors.

  • How does LeadsBridge help with Facebook CAPI?

LeadsBridge is a platform that helps businesses connect various marketing tools, including the Facebook Conversion API, to automate their lead generation and lead management processes. LeadsBridge offers several features that can help businesses get the most out of their Facebook Conversion API integration, including real-time syncing and advanced filtering options.

Facebook Conversion API in iOS 14

With the introduction of iOS 14, Apple introduced changes to how apps can track user data. As a result, Facebook tracking on iOS 14 has been impacted, and businesses are struggling to adapt to these changes. 

The Facebook pixel, which uses client-side tracking, is limited in what data it can collect. This is where Facebook Conversion API comes in. 

With CAPI, businesses can track events and conversions even when the Facebook pixel isn't able to, such as when users opt out of tracking.

For businesses looking to adapt to the changes brought about by iOS 14, Facebook Conversion API is a valuable tool. It allows businesses to continue tracking events and conversions, even when the Facebook pixel is limited. 

Additionally, Conversion API provides a more accurate view of user behavior since it tracks events at the server level.


Both the Facebook Conversion API and the Facebook Pixel are useful tools for firms that want to track and optimize their online advertising operations. 

While both options provide useful information, the Facebook Conversion API is a more robust and secure solution, especially in light of recent changes as we move into a new era of data privacy.

Businesses can benefit from enhanced accuracy, reliability, and control over their campaign data by adopting server-side tracking and submitting data directly to Facebook's servers. Businesses can acquire a more thorough picture of their audience and the performance of their marketing campaigns by tracking conversions from a variety of sources, including offline events.

To sum up, if you're looking to take your ad tracking to the next level, Facebook Conversion API is definitely worth considering. Its advanced capabilities and enhanced security measures make it a superior option for businesses looking to stay ahead of the curve. 

So why not give it a try today and see how it can help you achieve your advertising goals? Implement Facebook Conversion API and start reaping the benefits today!

Curious to know how Markopolo fares against Facebook Ad manager? Check this out.

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