Conversions API Gateway
Definition: The Conversions API Gateway is a self-serve configuration option in Meta Events Manager that lets a business send events through the Pixel and the Conversions API without coding. The Pixel sends events to Meta and to the Gateway, which passes them to the Conversions API and generates an event_id for deduplication. You provision the server in your own cloud.
The Gateway is an intermediary built on the Pixel. It does not read shop orders, only what the browser sends.
Also called: CAPI Gateway, Meta Gateway
The demo has sample data; the login comes to your e-mail.
Why it matters for a shop
If you run the Pixel and have no developer, the Gateway is one route to server events. It has a cost: a server in your cloud to maintain, and events still start in the browser, so what the browser misses the Gateway misses too.
How Basketly handles it
- Basketly is a different route from the Gateway: the purchase comes from the shop order (Shoper, IdoSell, BaseLinker, WooCommerce, Shopify), so it does not depend on the buyer returning to the thank-you page.
- You host no server of your own; the send queue with retries runs on the service side.
Sources
- Meta for Developers: Conversions API Gateway: https://developers.facebook.com/documentation/ads-commerce/gateway-products/conversions-api-gateway (read 2026-10-29)
What Conversions API Gateway does not do
- The Gateway does not know about a purchase the browser never reported.
- The choice between the Gateway, your own server and an external tool comes down to who maintains the infrastructure.
According to Meta the only costs are the cloud resources or the partner where you provision it.
No. The Gateway receives events from the Pixel, so the Pixel is still needed.
The Gateway forwards browser events; sending from the order reads the purchase in the shop once confirmed. The second route does not depend on the browser.
See also
- Conversions API (CAPI)Sending events, such as purchases, to Meta from the shop’s server instead of the buyer’s browser.Read
- Meta PixelA JavaScript snippet on a shop page that sends browser events to Meta.Read
- Event ID and deduplicationA shared identifier that lets Meta count a purchase from the Pixel and the server once.Read
- Meta Conversions APIPaid shop orders sent to Meta from the server, through a queue that does not drop purchases, with a result for every delivery.Read
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