With all the recent privacy updates and tracking restrictions, relying only on browser-based tracking isn’t enough anymore. Ad blockers, cookie limitations, and iOS updates have made it harder to track conversions accurately, which means businesses might not be seeing the full impact of their ad campaigns. This is where conversion API Meta comes in—it allows businesses to send conversion data directly from their server to Meta, bypassing many of the issues that come with traditional tracking methods.

Using a server-side tracking approach ensures more reliable data, leading to better optimization and more accurate reporting. Instead of losing valuable insights due to blocked pixels or incomplete tracking, advertisers get a clearer view of which campaigns are actually driving results. This helps improve ad targeting and budget allocation, making it a must-have tool for any business running paid campaigns on Meta