Meta Conversion API
Meta’s Conversion API (CAPI) is the server-side equivalent of the Facebook Pixel. Instead of relying on a browser script that ad blockers can kill, PartialLeads sends your conversion events directly to Meta’s servers — Facebook and Instagram ads optimize against real outcomes either way.
This is available on every PartialLeads plan, including Free.
What you’ll need
- A Meta Business Manager account
- A Meta Pixel set up in Events Manager (you almost certainly already have one if you’ve run Meta ads)
- A Meta access token with permission to send events to your pixel
- Your domain authorized in PartialLeads (see Domain setup)
Get a Meta access token
This is the trickiest part of the setup. Meta requires a system user token with permission scoped to your pixel. Free or random Facebook tokens won’t work.
Open Meta Business Settings
Go to business.facebook.com/settings and pick your business account.
Create a system user
In the left sidebar: Users → System Users → Add. Name it something memorable (e.g., “PartialLeads CAPI”). Role: Admin.
Assign your pixel to the system user
Click the system user, then Assign Assets. Pick Pixels from the dropdown, select your pixel, and grant Manage Pixel permission.
Generate a token
Still on the system user page, click Generate New Token. Pick the app associated with your pixel. Required scope: ads_management (this is the standard scope for CAPI).
Important: check the Never Expires box. Tokens without expiration are required — short-lived tokens will silently fail in production a few months after setup.
Copy the token
Meta only shows the token ONCE. Copy it immediately and paste it into your password manager. If you lose it, you’ll need to generate a new one.
The token is a long string starting with EAA.... Keep it private — it grants permission to fire events on your pixel.
Configure Meta Conversion API in PartialLeads
Open the Meta Conversion API page
Dashboard → Conversions → Meta Conversion API.
Click “Add config”
A configuration form opens.
Fill in the basic fields
- Domain — pick from your authorized domains
- Pixel ID — from your Meta Events Manager (looks like a 15-16 digit number)
- Access token — the system user token you just generated
- Event name — pick from Meta’s standard event list. Most common:
Leadfor lead-gen funnelsPurchasefor ecommerce storesSchedulefor sales call bookingsSubscribefor SaaS / membership signups- Or pick a custom event code your campaigns use
Pick a send mode
- Manual — events queue up; you review and dispatch them one at a time from the Leads page. Useful if you want quality control before firing
- Automatic — every matching event fires CAPI in real time. The default for most setups
- Automatic on booking — only fires when a Calendly booking matches a session (for sales-call attribution)
For most ecommerce or lead-gen setups, use Automatic.
Optional — trigger rules
If you only want certain events to fire CAPI, add rules. You can match on:
- UTM source (e.g., only fire for
facebookorinstagramtraffic) - UTM campaign (e.g., only campaigns containing
coldorretarget) - URL path (e.g., only the
/webinarlanding page) - AI persona match score (e.g., only leads scoring above 60)
Rules can combine with AND or OR logic. Common pattern: “Only fire CAPI for completed leads from paid Meta traffic with persona score > 50”.
Optional — Shopify ecommerce events
If you have Shopify connected, you’ll see a Shopify ecommerce events toggle. Turn this on for purchase/cart events from your store to automatically dispatch to Meta with full line-item context (products, prices, currencies).
Optional — Test event code
While testing, paste Meta’s Test Event Code (from Events Manager → Test Events tab) here. Events with a test code show up in Meta’s Test Events viewer but DON’T affect your real campaign data. Remove the code once you’re confident the setup is working.
Save
The next matching event will dispatch to Meta within seconds. Watch the Activity section on the same page to see deliveries land.
Multiple pixels?
You can create multiple Meta CAPI configs. Each maps one domain → one pixel. Use this if:
- You run multiple brands under different pixels
- You want different events to fire to different pixels (e.g., one pixel for ecommerce purchases, another for lead capture)
- You’re A/B-testing two pixels on the same domain
Deduplication is automatic — (session_id, config_id) is the dedup key, so toggling pixels on/off won’t cause duplicate events.
What you’ll see after setup
- Conversions → Meta Conversion API — every configured pixel with its recent activity
- Activity log (inside each config card) — every dispatched event, HTTP response code, dedup state, and event match score (Meta returns this on every event)
- Each individual lead — shows whether Meta CAPI fired for it, and a “Re-send to Meta” button if you need to retry
Common questions
”Meta says it received the event, but my campaign metrics didn’t move”
Meta de-duplicates server-side events against your browser pixel. If your pixel ALSO fired the same event, they collapse into one — that’s correct behavior. The campaign metric will move; check the Events tab in Meta Events Manager 24-48 hours later.
”Event Match Score is low”
Meta’s Event Match Score measures how good your customer data is. Higher = better. PartialLeads sends every available signal (email, phone, IP, user agent, click ID, etc.) so your score should usually be 7-9 out of 10. If it’s lower, check whether your forms are collecting both email AND phone — sending both improves matching.
”My access token expired”
Check whether “Never Expires” was selected when you generated it. If not, re-generate the token following the steps above. Update the config in PartialLeads — your historical dispatches stay intact, only future ones use the new token.
”Events are firing but Conversions API shows ‘in review’”
Meta reviews new pixels’ CAPI traffic for a few days after first activation. This is normal. Events still count, they just appear under “in review” until Meta clears the pixel.