Conversions API Gateway: The easiest way to implement Meta’s Conversions API

Published
Sep 30, 2021
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Meta’s Conversions API Gateway is the newest approach to setting up Conversions API, and it looks like it offers the easiest implementation process yet. Taking advantage of a cloud-based and secure connection between advertisers and Meta, Conversions API Gateway doesn’t require you to set up event deduplication, and can send user parameters or events from a server. Additionally, it can support multiple domains and pixels within a single instance, even when these assets are managed by different Business Manager accounts.

This blog post discusses what Conversions API Gateway is, and its advantages and disadvantages over server Google Tag Manager implementation of Conversions API. It will also include information on how to set up Conversions API Gateway using stape.io hosting. It only takes one minute!

Meta and server-side trackingCopy link to this section

The need for server-side tracking has increased due to changes in the way that browser tracking is regulated, and Meta was among the first to offer a solution to this challenge. Its server-to-server technology was released before the server Google Tag Manager was even in a public beta. 

The digital advertising landscape has been rapidly evolving, with increasingly stringent tracking restrictions like Intelligent Tracking Prevention and Ad Blockers on the rise. 

As a result, Meta advertisers have experienced a significant decrease in success rates for paid campaigns. However, with adequately implemented Conversions API, they have been able to improve conversion rates and get more accurate results from paid ads, even with tightening tracking restrictions.

The main reason why Conversions API helps improve campaign results is that server-to-server tracking is more reliable than browser tracking. When ITP limits cookies or Ad Blocker prevents Meta Pixels from firing, server tracking still works. It delivers valuable data, which helps attribute conversions to campaigns and create quality custom audiences. 

Even with such a huge advantage, the time to implement Conversions API could be faster. Installing Conversions API can be time-consuming and requires technical skills that can be a barrier for some advertisers. Despite this, Stape’s agency has been mainly working with server-side tracking and Conversions API. For us, on average, it takes about 15 hours to implement Conversions API using the server Google Tag Manager. 

This is where Conversions API Gateway comes in. It’s the fastest solution for implementing Meta server-side tracking, and it does not require any specialized knowledge. 

How Conversions API Gateway worksCopy link to this section

The critical feature of Conversions API Gateway is its environment. Each Conversions API Gateway instance requires a cloud server to run all communication processes between Meta Pixel and Conversions API. Check Meta’s documentation describing how Conversions API Gateway works to understand it in more detail.

After the Meta Pixel is connected to the Conversions API Gateway environment, it will use web events to track data from the server. Therefore, before implementing Conversions API Gateway, it's essential to ensure that web events are 100% accurate and receive all the required user and product information.

!

Does not support actions configured using Event Setup Tool.

One consideration to note is that Conversions API Gateway does not support web events configured using the Event Setup Tool or Automatic Events Tracking.

With Stape, setting up and hosting Conversions API Gateway is simpler than ever. All you need to do is create a Stape account and set up Conversions API Gateway inside Stape. Then, just connect the required Meta Pixels to the Conversions API Gateway environment.

Conversions API Gateway pros and consCopy link to this section

Pros:Copy link to this section

1. Low price. Stape.io hosting for Conversions API Gateway costs $10/month per pixel or $100/month for unlimited pixels. We also offer a 7-day free trial.

Additionally, Conversions API Gateway is the most straightforward way of setting up Conversions API, meaning you can save hundreds or thousands of dollars compared to manual Conversions API implementation.

2. Easy setup. You don't need to hire developers or tracking specialists to set up Conversions API Gateway. The steps to set it up are simple compared to Conversions API implementation; it can take less than 1 minute to implement and can be done by someone without technical skills. 

3. No maintenance.  Conversions API Gateway updates are installed automatically. There is no need to spend time manually updating settings or servers. Even when you add a new event, all you have to do is set up proper web tracking and Conversions API Gateway will start tracking events from the server automatically. 

Cons:Copy link to this section

1. New. Conversions API Gateway is new; most likely, Meta will roll out new functionality and update the existing one, so it makes sense to prepare for some changes to its features.

2. No support for other platforms. If you want all the benefits of server-side tracking, server Google Tag Manager might be a better solution. You will still need an instance of Google Tag Manager to manage server Google Analytics, Google Ads, etc. 

Stape hosting for Conversion API GatewayCopy link to this section

Stape offers hosting for Conversions API Getaway that costs $10 per pixel per month or $100 for an unlimited number of pixels per month. Besides that, all users have a 7-day free trial. 

stape CAPI Gateway pricing

To set up Conversions API Gateway with Stape, all you need to do is:

  1. Create a Stape account if you don’t have one.
  2. Connect Conversions API Gateway hub with Meta Pixel.

Once you have created the Conversions API Gateway container on Stape, we create an Amazon Web Services cloud formation stack based on Meta requirements. We also handle all updates. 

How to set up Conversions API GatewayCopy link to this section

1. If you do not have a stape.io account:

  • Click this link.
  • Add your email, Conversions API Gateway name, and select Conversions API Gateway server location. We offer two server locations: the United States and Europe.
  • Click Create Conversions API Gateway.
create conversion API Gateway

If you already have a stape account:

  • Click Conversions API Gateway in the main menu, and click Create Conversions API Gateway.
  • Then you can go ahead and add the Conversions API Gateway instance name and the email address you'd like to use for managing the Conversions API Gateway environment (it can differ from your stape.io login) and select the server location.
create FB CAPIG
set up Facebook CAPIG

2. We will send you an email with the link to set a password to your stape.io account (if you already have stape.io, there won't be such an email). Follow the link from the email to set a password

3. Select the Conversions API Gateway subscription. We offer two plans: 

  • Pay as you go. $10 per month per pixel.
  • Unlimited. $100 per month for the unlimited number of pixels.

Stape offers a 7-day free trial for both subscription plans. You can run Conversions API Gateway on Stape for 7 days for free and remove Conversions API Gateway if you are unhappy with the results.   

Facebook CAPI free trial

4. Once you've selected the subscription plan and added billing details, we will send you an email inviting you to set a password to your Conversions API Gateway. Check your email and click Accept Invitation.   

FB CAPIG set password

5. Add the email address indicated in the email admin on the first step and set a password. Stape does not store passwords to Conversions API Gateway; please save it to a secure place. Click Create account

create CAPIG instance 

6. You will gain access to the Conversions API Gateway environment, where you can manage Conversions API for your pixels and domains. One Conversions API Gateway instance can manage multiple pixels and domains in different Meta Business Managers, but you must have admin access to those pixels. To connect a new pixel, click Add data source.  

add a pixel to Facebook conversion API gateway hub

7. Go through the Meta authorization process and select Meta Pixel. We recommend enabling Automatic advanced matching. It will help to increase the match quality of events. If you choose to enable Automatic advanced matching, click Show customer information parameters and select the parameters you want to share. 

set up Facebook conversion API gateway

8. Once you've successfully finished Meta authorization, you will see your Meta Pixel in the Conversions API Gateway interface

connect pixel to Facebook CAPI Gateway

9. You can add a custom domain to the Conversions API Gateway instance. This step is optional

  • Click Data routing in the menu.
  • Add a new subdomain and proceed with the data routing steps. This step will require you to define DNS settings for the custom domain. Ensure you can make changes through the DNS provider before proceeding.
optimise data routing Facebook CAPI Gateway
DNS records for CAPI Gateway

Log in to your DNS provider and set records. If you use Cloudflare, the settings should look like on the screenshot. 

Facebook conversion API custom domain settings

How to test Conversions API GatewayCopy link to this section

1. First, check that Conversions API Gateway is receiving events from the pixel you've connected. To do so, open Conversions API Gateway and check that the event count is not 0 and that there is data in the Event Activity dashboard. It might take up to 30 minutes before the new connection receives data.

test Facebook conversion API gateway

2. Open your website’s console and check that events were sent to your Conversions API Gateway URL. If you use the default Conversions API Gateway URL, then it will be https://gw.stape.io/

verify Facebook conversion API gateway

Connect new pixels to Conversions API GatewayCopy link to this section

Log in to Conversions API Gateway. You can find your Conversions API Gateway URL in your stape.io account. Once logged in to Conversions API Gateway, click Add data source and select the required pixel.   

FB CAPI Gateway hub URL


connect new pixels to exciting CAPIG

Note: Conversions API Gateway does not support web events set up using the Event Setup Tool or Automatic Events tracking, meaning some events may not be captured. Ensure that you don't use these tools to trigger Meta Pixel in order to see your events in Conversions API Gateway.  

Frequently Asked Questions:Copy link to this section

1. Conversions API  Gateway does not see my events.

Conversions API Gateway does not support web events set up using the Event Setup Tool or Automatic Events tracking, meaning some events may not be captured. Ensure that you don't use these tools to trigger Meta Pixel in order to see your events in Conversions API Gateway.

2. Are there any limits for the subscription plans you offer?

You get up to 10 million events for $10/month and up to 200 million events on a $100/month plan.

3. I see a 404 error in the console after configuring the data routing subdomain. 

It might take up to 30 minutes to process new DNS settings. First, please ensure that the DNS settings you've set up are correct. You can use this tool to verify DNS settings. For example, if you use Cloudflare, the settings should look like the screenshot below. 

meta Conversion API Gateway data routing settings 

4. Should I configure event deduplication when using Meta's Conervsions API Gateway?

Event deduplication is set up automatically. Event_id deduplication key is automatically generated and propagated to help ensure deduplication between both channels (web and server). 

Conclusion:Copy link to this section

There are many advantages of using Conversions API Gateway, but the main ones are its simplicity and price. If you’re primarily interested in accurate Meta tracking and have multiple pixels in one Business Manager, then Conversions API Gateway might be the perfect solution for you—and Stape has made implementing Conversions API Gateway more straightforward and affordable than ever!  

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