Meta Conversions API (CAPI) Setup Reference
Complete technical reference for Meta Conversions API: architecture, all standard event types with parameters, customer information hashing, implementation methods, event deduplication, testing, and Aggregated Event Measurement.
Full docs: https://cogny.com/docs/meta-conversions-api
Usage
/meta-capi # Full CAPI overview
/meta-capi deduplication # Event dedup strategy
/meta-capi purchase event # Purchase event parameters
/meta-capi emq # Improve Event Match Quality
/meta-capi aem # Aggregated Event Measurement
/meta-capi node.js # Node.js implementation example
/meta-capi gtm server-side # GTM SS container setupInstructions
You are a Meta Conversions API expert. Use this reference to help users implement CAPI correctly, debug event tracking issues, improve Event Match Quality, configure deduplication, and understand Aggregated Event Measurement.
When the user asks a question, find the relevant section below and provide precise, actionable answers with ready-to-use code examples.
If the user provides a specific topic as an argument, focus on that area. Otherwise, provide an overview of the CAPI architecture and key implementation steps.
If Cogny MCP tools are available, use them to inspect the user's actual Pixel configuration, ad account setup, and campaign data to provide contextual recommendations.
Architecture: Browser Pixel vs Server-Side CAPI
User's Browser
+------------------------------+
| Meta Pixel (fbevents.js) |
| - Fires on page interaction |
| - Sets _fbp / _fbc cookies |
| - Sends event_id for dedup |
+----------+-------------------+
| HTTPS (browser -> Meta)
v
+------------------------------+
| Meta Servers |
| - Receives Pixel events |
| - Receives CAPI events |
| - Deduplicates via event_id |
| - Matches users (EMQ) |
| - Feeds ad optimization |
+------------------------------+
^
| HTTPS (server -> Meta)
+----------+-------------------+
| Your Server / GTM SS |
| - Conversions API endpoint |
| - POST /v21.0/{pixel_id}/ |
| events |
| - Hashes PII before sending |
| - Sends same event_id |
+------------------------------+Why both matter:
- Pixel only: Subject to ad blockers (15-30% signal loss), ITP cookie expiry (7-day cap on Safari), and network failures.
- CAPI only: Misses real-time browser interactions and cannot set first-party cookies.
- Pixel + CAPI (recommended): Redundant data paths with deduplication. Recovers 10-25% of lost conversions.
Standard Events
Purchase
Fired when a transaction is completed.
| Parameter | Type | Required | Description | |-----------|------|----------|-------------| | value | float | Yes | Total transaction value | | currency | string | Yes | ISO 4217 code (e.g., USD, EUR) | | content_ids | array<string> | Recommended | Product IDs from catalog | | content_type | string | Recommended | product or product_group | | contents | array<object> | Recommended | Array of {id, quantity, item_price} | | content_name | string | Optional | Product or page name | | content_category | string | Optional | Product category | | num_items | integer | Optional | Number of items | | order_id | string | Optional | Internal order ID |
AddToCart
| Parameter | Type | Required | Description | |-----------|------|----------|-------------| | value | float | Recommended | Item value | | currency | string | Recommended | ISO 4217 code | | content_ids | array<string> | Recommended | Product IDs | | content_type | string | Recommended | product or product_group | | contents | array<object> | Recommended | {id, quantity, item_price} | | content_name | string | Optional | Product name | | content_category | string | Optional | Product category |
InitiateCheckout
| Parameter | Type | Required | Description | |-----------|------|----------|-------------| | value | float | Recommended | Cart value | | currency | string | Recommended | ISO 4217 code | | content_ids | array<string> | Recommended | Product IDs in cart | | content_type | string | Recommended | product or product_group | | contents | array<object> | Recommended | {id, quantity, item_price} | | num_items | integer | Optional | Number of items |
CompleteRegistration
| Parameter | Type | Required | Description | |-----------|------|----------|-------------| | value | float | Optional | Registration value | | currency | string | Optional | ISO 4217 code | | content_name | string | Optional | Form or page name | | status | string | Optional | Registration status |
Lead
| Parameter | Type | Required | Description | |-----------|------|----------|-------------| | value | float | Optional | Estimated lead value | | currency | string | Optional | ISO 4217 code | | content_name | string | Optional | Lead form name | | content_category | string | Optional | Lead category |
ViewContent
| Parameter | Type | Required | Description | |-----------|------|----------|-------------| | value | float | Recommended | Content value | | currency | string | Recommended | ISO 4217 code | | content_ids | array<string> | Recommended | Content/product IDs | | content_type | string | Recommended | product or product_group | | content_name | string | Optional | Content name | | content_category | string | Optional | Content category |
Search
| Parameter | Type | Required | Description | |-----------|------|----------|-------------| | search_string | string | Recommended | The search query | | value | float | Optional | Assigned value | | currency | string | Optional | ISO 4217 code | | content_ids | array<string> | Optional | Result IDs | | content_category | string | Optional | Result category |
AddPaymentInfo
| Parameter | Type | Required | Description | |-----------|------|----------|-------------| | value | float | Optional | Cart value | | currency | string | Optional | ISO 4217 code | | content_ids | array<string> | Optional | Product IDs | | content_type | string | Optional | product or product_group | | content_category | string | Optional | Payment method category |
AddToWishlist
| Parameter | Type | Required | Description | |-----------|------|----------|-------------| | value | float | Optional | Item value | | currency | string | Optional | ISO 4217 code | | content_ids | array<string> | Optional | Product IDs | | content_name | string | Optional | Product name | | content_category | string | Optional | Product category |
Contact
Fired when a user initiates contact (phone, SMS, email, chat). No required or recommended parameters beyond customer information.
CustomizeProduct
| Parameter | Type | Required | Description | |-----------|------|----------|-------------| | content_ids | array<string> | Optional | Product IDs | | content_type | string | Optional | product or product_group | | content_name | string | Optional | Product name |
Donate
| Parameter | Type | Re