Meta Conversions API (CAPI)

Meta Conversions API (CAPI) is a server-side solution that works alongside the Meta Pixel to improve tracking accuracy and attribution.

Why Use Meta CAPI?

Unlike the Pixel, which tracks events from the browser, CAPI sends the same events from your server. This helps:

  • Recover conversions lost due to browser limitations

  • Improve match rates using hashed identifiers (like email or phone)

  • Deliver more complete conversion data to Meta for better optimization

Enabling Meta CAPI in Zellify

In your Zellify Campaign settings, directly below the Meta Pixel ID field, you'll find the "Enable Meta Conversions API" toggle.

Once enabled:

  1. You'll be prompted to enter your Meta CAPI Access Token

  2. Paste your token to authorize Zellify to send server-side events to your Meta dataset

How to Get Your Meta CAPI Access Token

  1. Go to Meta Events Manager

  2. Select your data source (Pixel/Dataset)

  3. Click Settings

  4. Scroll to the Conversions API section

  5. Under Set up manually, click Generate Access Token

  6. Copy the token and paste it into Zellify when prompted

The Access Token allows Zellify to send conversion data to Meta securely. Keep it safe and private.

What Zellify Sends via CAPI

Zellify automatically sends standard and custom conversion events (e.g., PageView, Purchase) from the server, formatted and hashed according to Meta best practices.

  • Events are deduplicated using event_id to prevent double counting

  • No manual configuration needed beyond entering your token

Best Practices

  • Always use CAPI alongside the Pixel for full coverage

  • Match event_name and event_id between Pixel and CAPI for deduplication

  • Monitor events in Meta Events Manager to confirm CAPI data is being received

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