As browser signal keeps eroding, Meta’s server-side Conversions API is doing more and more of the work of telling the system what actually happened. Where the pixel alone used to be enough, the modern setup sends events from your server too, so the data survives ad blockers, cookie limits and browser changes.

The trouble is that it is fiddly, and plenty of accounts have it half-connected. We regularly find events firing twice, events missing key parameters, or the pixel and the API disagreeing about what a conversion even is. On the surface everything looks fine. Underneath, the algorithm is being fed a muddled picture.

Signal quality is not a side issue. It is the fuel every automated bid runs on. A clean Conversions API setup is now one of the highest-leverage fixes in most Meta accounts, and checking it properly is one of the first things we do.