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Meta Conversions API

With the Conversions API, Zimam's server sends your store's events straight to Meta, alongside the pixel that runs in the browser. Events arrive even when an ad blocker or privacy settings stop the visitor's pixel, and Meta does not count them twice.

The Conversions API is not a separate app: it is a section inside each pixel's settings in Facebook Pixel. The Growth, Pro and Enterprise plans include it.

Connect the Conversions API​

  1. In the sidebar, open Pixels.
  2. On the Facebook Pixel card, click Open App.
  3. Under the pixel, open Server-side (Conversions API).
  4. In Access Token, paste the access token you generated in Meta Events Manager for this same pixel.
  5. Optional: in Test event code, enter a code that starts with TEST, such as TEST12345. Events tagged with it show in Events Manager → Test Events.
  6. Click Save Pixel Settings.

After you save, the pixel's badge changes to Server: connected.

If you have more than one pixel, each pixel has its own access token.

If your plan does not include this feature, you see Server-side tracking is not included in your plan with a See plans link, and the token fields stay disabled. The browser pixel keeps working.

What the server sends​

  • Product view, add to cart and start checkout: the server sends them with the same ID the browser pixel used.
  • Purchase: the server sends it when the order is recorded, with the order's value and ID. The ID is the same order ID the browser pixel uses, so Meta counts the order as one purchase.

The customer's phone number reaches Meta hashed (SHA-256), never as plain text.

Page views are not sent from the server; only the browser pixel sends them.

Change or remove the token​

  • The access token is not shown again after you save it. To change it, paste a new token in the field and save. If you leave the field empty, the saved token stays as it is.
  • If you change the pixel ID, you see You changed the pixel id — enter the access token again to keep server-side tracking, and you cannot save until you enter the token again. The old token belongs to the old ID.
  • To remove the token, click Remove server token, then Confirm removal, then Save Pixel Settings. To undo before you save, click Keep the server token.