Activate Meta Conversions API feedback

Goal

Enable server-to-server conversion feedback (CAPI) between Metrikia and Meta. When a Lead is created or a Deal is won in Metrikia, the event is also pushed directly to your Meta ad account, bypassing the browser.

Why it matters: since iOS 17 plus AdBlockers plus Brave, roughly 30 to 50% of conversions are never seen by the Meta browser pixel. Without CAPI, Meta optimizes your campaigns on partial data. With CAPI on, Meta receives the full signal server-side and the event match quality score moves from ~5/10 to ~8-9/10.

Prerequisites

• An active Meta integration in Metrikia (Settings > My Connections)
• Admin access to your brand's Meta Business Manager
• An active Meta Pixel already firing on your website (visible in Events Manager)
• Domain verified under Business Settings > Brand Safety > Domains
• Aggregated Event Measurement (AEM) configured with Purchase ranked first

Step 1: Grab the Pixel ID

1. Open Meta Business Manager
2. Go to Business Settings > Data Sources > Pixels
3. Select your active Pixel
4. Copy the numeric identifier shown at the top of the panel (15 or 16 digits)

Step 2: Generate a Conversions API Access Token

1. Still under Business Settings, navigate to Users > System Users
2. Click "Add" and create a dedicated System User, for example "Metrikia CAPI"
3. Give it the Admin role
4. Open the System User you just created and click "Generate New Token"
5. Under "Assigned Asset", select your Pixel (required scope: ads_management)
6. Under "Token Expiry", pick "Never expires" (otherwise you will need to rotate the token every 60 days)
7. Click Generate Token and copy the value immediately. It will never be shown again.

Step 3: Paste into Metrikia

1. Open /app/settings and go to the "My Connections" tab
2. Scroll down to the "Meta Conversions API (CAPI)" card (visible when a Meta data source is connected)
3. Click "Configure CAPI feedback"
4. Paste the Pixel ID into the first field
5. Paste the Conversions API Access Token into the second field
6. (Optional) Provide a Test Event Code to validate the wiring without affecting real campaign data
7. Click "Enable connection"

Step 4: Verify in Meta Events Manager

1. Open Meta Events Manager > Data Sources > your Pixel
2. Tab "Test Events"
3. Enter the Test Event Code you provided to Metrikia
4. Create a test lead or close a test deal inside Metrikia
5. Confirm the "Lead" or "Purchase" event appears under Test Events within 5 seconds
6. Once validated, remove the Test Event Code in Metrikia so real production events flow normally

Step 5: Monitor the event match quality score

Within a few days, check the Meta score under Events Manager > Diagnostics. The target is above 7/10. If the score stays low, verify that the leads created in Metrikia carry both email and phone (the SHA-256 hashes enrich Meta's event match score).

Disabling CAPI feedback

To stop sending events without breaking the inbound sync:

1. Settings > My Connections > Meta CAPI card
2. Click "Disable"

The pixel ID and token are kept. You can re-enable later without re-entering them.

Common issues

• "The token is revoked after a few days": Meta revokes System User tokens when the System User loses access to the Pixel. Re-check permissions in Business Settings.
• "Low event match quality score": leads are missing email or phone. Audit your import mapping (Meta Lead Ads, forms, HubSpot).
• "No events in production": check the card is showing "Enabled" and the Meta data source itself is active. Events typically arrive ~30 seconds after the Metrikia trigger.
• "Backfill historical conversions": Meta dedupes events over a 7 day window. Beyond that, historical events are silently ignored. Support can launch a 7d backfill on request.

GDPR compliance

Events carry SHA-256 hashes of email and phone (pseudonymised PII per GDPR Art. 4(5)). If your site shows a consent banner, ensure it blocks both pixel and CAPI until the "marketing" category is accepted. Privacy notices should mention usage of the Meta Conversions API.