Facebook Conversions API
The Facebook Conversions API (CAPI) sends a server-side 'Lead' event to Meta for every form submission — in parallel with the browser pixel. Because the server event bypasses ad blockers and iOS Intelligent Tracking Prevention, it captures approximately 30% more conversions than pixel-only tracking. Axerto deduplicates the two events automatically using a shared event_id.
How to use it
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Get a System User Access Token
In Meta Business Manager, go to Events Manager → Settings → Conversions API → Generate Access Token. Copy the System User access token (not the pixel token — this is a long-lived server token).
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Enter your Pixel ID and token in Axerto
Open the landing page Settings tab. Scroll to 'Meta Conversions API'. Enter your Meta Pixel ID and the System User Access Token. Save.
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Verify in Test Events
In Meta Events Manager, open the 'Test Events' tab. Submit a test form on your landing page — you should see both a browser Lead event and a server Lead event, both with the same event_id (deduplicated, shown as 1 event).
Frequently asked questions
How is deduplication handled?
Axerto generates a unique event_id (UUID) for each lead. The browser pixel fires fbq('track', 'Lead', {}, {eventID: event_id}) using this ID. The server simultaneously sends the same event_id to Meta via CAPI. Meta matches the two events by event_id and counts them as one.
Is PII sent to Meta?
Email and phone are hashed with SHA-256 before transmission, following Meta's required spec. Raw email or phone values are never sent. IP address and user agent are sent in plain text as per Meta guidelines.
Does CAPI work for popup lead submissions?
Yes. Popup form submissions go through the same processing pipeline as landing page form submissions, including the CAPI event.
What if Meta's API is slow or unavailable?
The CAPI event is sent asynchronously in the background. Lead creation, webhook delivery, and the visitor's experience are not affected if Meta's API is slow. Failures are logged.
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