How does it work?
An event (a form submission, a purchase, a qualified lead in the CRM) is sent from the server to the platform. If the same event arrives from both the pixel and the server, it is deduplicated with a shared event ID. Parameters such as hashed email, phone and click ID are sent so the event can be matched to the user.
Why it matters
It fills in signals blocked in the browser and carries outcomes that happen outside the website (sales, qualified leads) back to the ad platform, so campaigns optimize for real results rather than form counts. More detail: What is the Meta Conversions API, setup: server-side tracking.
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