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Meta pixel vs Conversions API: quick reference
| Meta pixel | Conversions API (CAPI) | |
|---|---|---|
| Where it runs | Visitor's browser | Your server, platform or CRM |
| Affected by ad blockers and browser limits | Yes | Much less |
| Can send offline events (qualified lead, sale) | No | Yes |
| Setup | Code snippet or platform plugin | Platform integration, server-side tagging or CRM connection |
Use both, with deduplication
Send the same events from the pixel and CAPI, each with a shared event ID. Meta uses the ID to count each conversion once.
Recommended events for lead generation
Lead: form submitted or WhatsApp chat started- A custom event for qualified lead, sent when sales confirms the lead
Purchaseor a booking event, with value where possible
Check health
In Events Manager, review event match quality, deduplication and any diagnostics warnings. Compare Meta-reported leads with your CRM weekly.
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