Meta · Published 2025-06-11 · 1 min read
Meta Conversion API: sending conversions from your own server
The Meta Conversion API lets you send conversions to Meta from your own server.
What I did. I sent a couple of real purchase events through the API. The data arrived nicely and attached itself to the right campaign.
An unexpected problem. The next day my business account was blocked.
Thoughts
- For me as a developer this is a headache that makes integration harder.
- For advertisers it is good news. Meta is keeping its data clean.
Meta wants to be sure that every purchase is a real purchase and not a test or spam. If the system suddenly sees two identical purchases at once, it will suspect falsification and punish the sender.
Why does Meta behave so radically? When you run a campaign optimised for purchases, Meta brings you users who have made purchases in the past. If Meta used fake data, that campaign would not be as effective.
And what about the Google API? The Google API is more forgiving in this respect. You can upload hundreds of conversions in a single request and it will swallow them calmly.
Takeaways for a UA manager. From my practice, Purchase and Lead are not just labels to Meta. A campaign optimised for Purchase will have a higher ROAS than one optimised for Lead. The exceptions that come to mind are apps monetised by advertising. So you should aim to run campaigns optimised for Purchase, or for ROAS as a free-form value.
How does Meta achieve that effectiveness? Partly by banning malformed requests to its own Conversion API.