What to do
A visitor completes an action on your website, the conversion details are sent to a protected server, and that server sends the event to Meta. The Meta Pixel works in the visitor's browser. Meta CAPI works from the server. They can be used together when both events share the same event name and event ID.
The simple Meta CAPI flow
Think of Meta CAPI as a secure delivery path between your website or CRM and Meta. It does not create the lead. It reports that the lead, booking, purchase, or other conversion happened.
For a GoHighLevel form, the flow can be: visitor opens the page, submits the form, GoHighLevel creates or updates the contact, and a server event is sent to the client's Meta dataset.
- Someone visits the page
- They submit a form or complete a booking
- The conversion is connected to the original visit
- A secure server sends the event to Meta
- Meta uses the available information for matching and reporting
Meta Pixel and Meta CAPI are different delivery paths
The Meta Pixel sends browser events. Meta CAPI sends server events. Using both can give Meta more useful context, but the two events must describe the same conversion correctly.
When both paths send the same Lead or Schedule event, use the same event name and event ID so Meta can recognize one conversion instead of counting two.
- Pixel: runs in the visitor's browser
- CAPI: sends from a server
- Both can report the same conversion
- Deduplication prevents double counting
What information does Meta CAPI send?
A useful event includes the event name, time, source page, and matching information that was genuinely collected. Matching information can include normalized and hashed email or phone values, browser identifiers, click identifiers, and user agent data.
More fields are not automatically better. Accurate information connected to the real conversion is more useful than a large event filled with missing or invented values.
- Event name, such as Lead or Schedule
- Unique event ID
- Event time and source URL
- Email or phone when collected
- FBP, FBC, and user agent when available
How Meta CAPI works
01Choose the real conversion you want to report
02Capture useful visit information before the conversion
03Send the event from a protected server
04Use one event ID across Pixel and CAPI when both are used
05Check the result in Meta Events Manager
Common questions about this setup
How does Meta CAPI work in simple terms?+
It reports website or CRM conversions to Meta from a server instead of relying only on the visitor's browser.
How Meta CAPI works with GoHighLevel?+
A GoHighLevel form, calendar, or workflow can trigger a server event after the real conversion. The setup should preserve the original visit and contact information before sending the event.
Does Meta CAPI replace the Pixel?+
Not always. Many setups use both. The Pixel provides browser signals, while CAPI provides server delivery. When both report the same conversion, configure deduplication.
What Meta CAPI result has Simple CAPI achieved?+
Across more than 25 tested client implementations, every configured Lead and Schedule setup reached at least 9.3 Meta Event Match Quality when launched with the included setup method.
Official references
Use these official references when checking the current Meta setup and account screens.