Pixel vs Conversions API
- Runs in the visitor's browser
- Easy to install
- Blocked by some browsers
- Builds site audiences
- Runs from your server or CRM
- Needs more setup
- Not affected by blockers
- Sends offline sales too
How deduplication works
When both send the same event, Meta matches them by event name and event ID. If they match, Meta keeps one. Meta only deduplicates matching events received within 48 hours of the first one. Without matching IDs, every lead can count twice.
Set it up in order
- PixelInstall it on every page of the site.
- EventsFire Lead, Schedule or Purchase on success.
- ServerSend the same events through the API.
- TestCheck events in Events Manager.
Lead ads need their own tracking
Meta's instant forms keep people inside Facebook or Instagram, so the pixel never sees them. Send those leads to your CRM, then send back which ones became customers. Meta can then favor people who buy.
Good example. A remodeler tracks site leads with the pixel and server events, syncs lead form contacts to its CRM and sends back signed jobs.
Bad example. A remodeler runs the pixel and Conversions API without event IDs. Ads Manager reports double the real leads.
Read what the Meta Pixel is. Our Facebook and Instagram ads management tests tracking before launch.