Conversions API Gateway

The Conversions API Gateway is a self-serve configuration option in Events Manager. It enables businesses to integrate following best practices guidance and send events with the Meta Pixel and the Conversions API in a redundant set up, without dedicated developer resources, so no third-party partners or coding is necessary.

Additionally, the Conversions API Gateway offers incremental efficiencies, such as:

  1. Speed: Brings down the potential Conversions API integration time from weeks to hours.
  2. Cost: The Conversions API Gateway may incur a lower cost to clients due to lower technical resources or requirements. The only cost of the Conversions API Gateway is the associated Amazon Web Services fees.
  3. Low technical lift: Performance marketers with some technical expertise can set up and configure the Conversions API themselves with minimal support from their IT or developer teams.
  4. Low maintenance costs: Unlike manual direct integrations, the Conversions API Gateway will auto update (with client consent) whenever new features become available, reducing long-term maintenance costs.

The current version of Conversions API Gateway only supports Amazon Web Services (AWS).


The Conversions API Gateway is configured by self-provisioning a server instance in your cloud environment, which is used to send web events through a reliable server to server connection to Facebook.

Below is a high level diagram of the major components involved in Conversions API Gateway:

In this diagram:

  • The Conversions API Gateway (Gateway) serves Javascript clients and receives events data from browsers. It sends events data to the Conversions API.
  • A Meta Pixel configured with the Gateway endpoint retrieves a Javascript client from Gateway, and sends events to Gateway by the pixel script and Gateway script.
  • The event_id deduplication key is automatically generated and propagated to help with deduplication between both channels.

Multi-Pixel and Multi-Domain Support for Meta Pixel

The Conversions API Gateway supports multiple domains. For example, you can have multiple domains such as “” , “”, “”. All of these domains could be configured within a single instance of the Conversions API Gateway during deployment. Please review the Setup Guide for more details.

The Conversions API Gateway supports multiple Meta Pixels. To configure this, your pixel should be under the same business account and have an existing Conversions API Gateway deployment for one of your pixels. Please review the Setup Guide for more details.

Conversions API Gateway Components

The Conversions API Gateway requires a non-Meta third-party managed cloud provider (for example, AWS) account to allow businesses to automatically deploy the underlying infrastructure without the need of a developer as well as to have a predictable cost.

The current version of the Conversions API Gateway only supports Amazon Web Services (AWS) accounts.

Software Components

Meta Pixel

Meta standard JavaScript library loaded on the advertiser’s website that allows business to share data about customer actions, referred to as Business Tools Data in the Business Tools Terms. For businesses which enable the Conversions API Gateway, this JavaScript tag will:

  • Download and launch the Conversions API WebSocket client code used to communicate with the server
  • Every time the Meta Pixel is fired from the browser, the events will be sent to both Meta and Conversions API Gateway through a secure connection (HTTPS or Websocket Secure)

Conversions API Gateway

The Conversions API Gateway is a standalone Meta product and a Kubernetes-based deployment hosted on an AWS EKS cluster instance. It is provisioned within an AWS account owned by the business, using AWS CloudFormation. It is composed of two main modules:

  • One middleware module in charge of receiving incoming events from browsers, transforming those browser events to Conversions API events, sending events to Meta through the Conversions API connection
  • One admin portal (web UI) where businesses can administer, maintain and monitor their Conversions API Gateway server instance

Conversions API Gateway Admin UI

The Conversions API Gateway provides a user interface with the product. You can access this UI from “https://<Conversions API Gateway Endpoint>/hub/capig” (i.e., the Conversions API Gateway endpoint that you have configured in DNS).

From this UI, you can see:

  • Connected Pixels: You can close and open connections for different Meta Pixels.
  • Event Activity: You can see event volume received by Meta from both channels, pixel and the Conversions API Gateway.
  • Conversions API Success Rate: You can see what is the percentage of events received from browser published to Meta.
  • Notifications: Be notified of product updates and update the Conversions API Gateway software.