Meta’s Conversions API receives events such as qualified leads, site visits or bookings from a business’s server or CRM, with identifiers hashed, so campaigns learn which leads became customers.
Example
Telling Meta which leads mattered
A Bengaluru developer gets 500 leads a month from Facebook lead forms, but only 40 book site visits. Each time a lead reaches “site visit done” in the CRM, the CRM sends a server event to Meta with the lead ID and a hashed phone number. Over time, Meta’s delivery shifts towards people who resemble the 40, not the 500.
Figures are illustrative, not market rates.
Questions about Conversions API (CAPI)
Why send CRM events to Meta?
Ad platforms optimise for the events they can see. If they only see form fills, they find more form fillers. Sending later milestones — qualified, visit done, booked — teaches the campaign which leads matter, which can improve lead quality.
Is personal data sent to Meta with CAPI?
Identifiers such as phone numbers and emails are normalised and hashed with SHA-256 before sending, as Meta requires. Even hashed, they are personal data under the DPDP Act, so the business needs a lawful basis and a notice that covers sharing with ad partners.
What is event deduplication in CAPI?
If the same event is sent from the website pixel and the server, Meta can count it twice. Sending a shared event ID from both lets Meta keep one. CRM-only events, such as a site visit, are usually sent from the server alone.
Sources
- Meta — Conversions API · accessed
- MeitY — data protection framework (DPDP Act, 2023 and Rules) · accessed
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