Meta Conversions API (CAPI) setup for Data Activation

  • Published on Feb 27, 2026
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In a privacy-first world, relying solely on traditional tracking methods like cookies is no longer enough to ensure accurate measurement and effective ad targeting. The Data Activation connector for Meta Conversions API (CAPI) allows you to bridge this gap by sending server-to-server conversion data directly to Meta, bypassing browser limitations and data loss caused by ad blockers or cookie restrictions.

With this integration, you gain a more complete and accurate view of customer interactions, enabling you to optimize ad campaigns, improve attribution, and reduce wasted ad spend. By syncing data in real time, you can enhance personalization, retarget website visitors, and track key conversion events such as purchases, sign-ups, and leads.

Unlike pixel-based tracking, this connector ensures first-party data is used more effectively, enhancing compliance with data privacy regulations such as GDPR and CCPA. This direct data pipeline comes with better control, accuracy, and reliability for your Meta advertising efforts.

Destination connector overview

Attribute

Value

Connector type

Event connector

Connecting protocol

HTTP

API version

V16

Syncs data on

Every matching incoming event

Multiple connectors allowed

Yes

Before you begin

Before configuring the Meta Conversions API, make sure you have:

  • Access to Meta Business Manager

  • A Meta Pixel created for your account

Configure the Conversion API in Meta

  1. Navigate to your Meta Business Suite.

  2. Select Events Manager.

  3. Select Connect Data.

  4. Connect a New Data Source.

  5. Select Web.

  6. Give it a Name.

  7. See other ways to connect and select Set up with Conversion API Gateway, and click Next.

  8. Give your pixel a name and click Continue.

  9. In the next screen, click Settings and copy the Pixel ID for use in the Data Activation.

  10. In the Settings screen, scroll down to Conversion API and click Generate access token.

  11. Copy and save both the Pixel ID and Access Token in a secure location — you need both to configure the connector.

Instructions

  1. On the Data Activation platform, select Connectors in the left-side navigation bar.

  2. Select Event connector and click New event connector.

  3. Select Meta Conversions.

  4. Fill in the Meta information and a name for this connector.

  5. Click Create.

On connector creation, a test event will be sent to your Meta account to verify it works properly. If the Meta server returns an error, verify your API key and pixel ID. If the issue persists, please contact support.

  1. Then select the type of event you want to map: Engagement or External Fact.

  2. Configure the mapping and transformations.

To learn more about applying transformations, see the Working with Event Transformer documentation. More relevant Meta documentation can be found in the Meta Marketing API documentation.

FAQ

I’m getting an error, but the subcode isn’t in Meta's list

Below are some common errors:

Code

Subcode

Cause

100

2804002

The fbp parameter does not have the correct formatting or is empty

100

2804003

The value in the parameter event_name is too short

100

2804004

The value in the parameter event_name is too long

100

2804039

Invalid value for the parameter action_source

My events are not sending from the pixel

Meta advises using the parameter event_id for deduplication. This best practice can be implemented by setting up a unique ID that is passed both via the pixel and via the CAPI.

Note

If your pixel is also fired via another location/TMS, only the first loading will actually send the data. Therefore the event_id needs to be added to the Meta pixel's official first loading.

Should I use external_id in my pixel and in the CAPI?

The external_id might increase your matching on the Meta side if it’s more consistent than the FBP ID. However, Meta only considers the last 28 days, so the likelihood of this adding much value is limited.

Can I use the external_id in combination with custom audiences?

Meta separates the storage of custom audiences and CAPI/pixel. An external_id sent via the pixel cannot be used in Custom Audiences and vice versa.

Should I send IP address to Meta?

Any data that’s directly identifiable, such as email addresses, phone numbers, and IP addresses, should be hashed. Currently, unhashed IP addresses can’t be sent. Meta is looking into supporting hashed IP addresses, but no timeline has been provided.

How does deduplication work?

If you send both the event ID and the event name (default) to Meta, it will use the combination of these events for deduplication.

Naming conventions:

  • Pixel: eventID

  • CAPI: event_id

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