The Conversions API is designed to create a connection between an advertiser’s marketing data such as website events from an advertiser’s website platform to Meta systems that optimize ad targeting, decrease cost per result and measure outcomes.
Rather than maintaining separate connection points for each data source, advertisers are able to leverage the Conversions API to send multiple event types and simplify their technology stack.In the case of direct integrations, this entails establishing a connection between an advertiser’s server and Conversions API endpoint.
Basically, the Conversions API allows advertisers to send web events from their servers directly to advertizing platforms like Meta, Tiktok,etc. Server events are linked to a pixel and are processed like browser pixel events.
This means that server events are used in measurement, reporting, and optimization in the same way as browser pixel events.”
In addition to installing the browser pixel and initiating events through your client-side tag management platform, the Conversions API is intended to live on the server-side of your website and send the same events to your pixel. This mirrored implementation allows for more reliable tracking of events than just client-side which is subject to things like ad blocking and cookie restrictions.