Meta Conversions API

Updated July 2026 · 1 min read

Send Meta events from your server container alongside the browser pixel, with event_id deduplication so nothing gets counted twice.

How it fits together

Your Meta pixel keeps running in the browser, and your server container sends the same events to the Conversions API from your TagVolt domain. Meta merges the two streams using a shared event ID, so events lost in the browser are recovered without double counting. The tag itself lives in Google Tag Manager's server container — TagVolt hosts the container it runs in.

Before you start

• GA4 events flowing through your container — the Meta tag reuses them. See Send GA4 events server-side.
• Access to your pixel in Meta Events Manager.

Get your access token

1. In Meta Events Manager, open your pixel and go to its Settings.
2. In the Conversions API section, click Generate access token and copy it somewhere safe.

Add the tag in the server container

1. In your server container, add the Conversions API Tag template from the Community Template Gallery (published by Meta).
2. Enter your Pixel ID and paste the access token.
3. Set the tag to fire on the events you want to send — for most setups, the events claimed by the GA4 client.
4. Publish the server container.

Deduplicate with the pixel

Meta drops the duplicate when a browser event and a server event share the same event_id and event name. Make sure your web pixel sends an event ID and the server tag forwards the same value.

Verify

Fire a few test events with Preview and debug mode open, then watch them arrive in Events Manager. If nothing lands, see Events not showing up.