Server-side events · Setup reference

Conversions API Gateway (Meta Gateway Products) checker

Conversions API Gateway is a no-code Meta product that you host in your own AWS or GCP cloud account. The Meta pixel sends each browser event to Meta and also to the Gateway, which forwards it to the Conversions API, generating and propagating the event_id so the two channels deduplicate automatically. It only re-sends what the pixel sees. For pixel-only websites Meta now points to 'Conversions API with Meta', which needs no hosting.

Read from the official documentation on 9 November 2026. Sources are listed at the end.

Check your own setup

Limited. The Gateway builds its Conversions API payloads from pixel events, so you never write or see a payload to paste. capi-event-checker is useful only for a separate CAPI integration you run alongside the Gateway, where it checks event_id, hashing, fbc/fbp, the 7-day event_time window, action_source and value/currency. To check the pixel side, paste your thank-you page snippet into conversion-tag-checker to confirm the Meta pixel Purchase call carries value and currency.

Open the Meta CAPI Event Checker

Endpoint and authentication

Pixel events go to https://<Conversions API Gateway Endpoint>/events on your Gateway, which forwards them to the Conversions API

Set up from Events Manager > Settings > 'Set up with Conversions API Gateway'; needs admin access to the Meta Pixel and admin access to the cloud provider account. No access token handling by you.

Standard event names

Spelled exactly as Meta Conversions API Gateway expects them. A near miss is treated as a different event.

Event	Use it for
Meta Pixel events	The Gateway receives what your Meta pixel fires (standard and custom) and forwards it. It has no event list of its own.
PageView	forwarded if the pixel fires it
ViewContent	forwarded if the pixel fires it
AddToCart	forwarded if the pixel fires it
InitiateCheckout	forwarded if the pixel fires it
Purchase	forwarded if the pixel fires it; value/currency come from the pixel call

Required and recommended fields

Field	What it needs
Cloud account	AWS (EKS, ECS Express, App Runner variants documented) or GCP; a non-Meta third-party cloud account owned by the business
Admin access to the Meta Pixel	prerequisite
Hosting region	you can set the Gateway up in one region only
Custom domain (recommended)	add under Admin UI > Settings > Domain management (AWS Certificate Manager or Cloudflare). Meta says it may help data routing and reduce costs.
Inbound TCP/443 (80 redirects to 443)	browsers send events over HTTPS or secure WebSockets

Match keys and hashing

Key	Normalise and hash
Enhance events with advanced matching data (toggle, off by default)	When on, the Gateway sets and updates a browser cookie with fuller pixel user data: email, name, phone number, city, state, gender, zip_code. The Gateway handles formatting; you configure nothing.

Click ids

Click id	Where it comes from
fbc	Do not hash. Format fb.${subdomain_index}.${creation_time}.${fbclid}, built from the ?fbclid= landing parameter or the _fbc cookie
fbp	Do not hash. Format fb.${subdomain_index}.${creation_time}.${random_number}, from the _fbp browser cookie

Deduplication

Meta: 'The event_id deduplication key is automatically generated and propagated' between the pixel and Gateway channels, so no manual event_id work is needed for Gateway-forwarded events.
Meta's general dedup window applies: identical event name + event_id received within 48 hours of the first.
Any other server integration sending the same events (a plugin's CAPI, sGTM) is separate and needs its own event_id matching or you double count.

Time limits and batch sizes

AWS stack creation takes about 30-40 minutes; Admin UI data can take 5 minutes to 2 hours to populate, and Meta says to contact them if nothing appears after 2 hours.
Default capacity: 1,000 requests/second on AWS EKS; 100 requests/second on AWS App Runner and GCP GKE (adjust the scale limit in the Admin UI).
The default TLS certificate lasts one year and renews as long as the two DNS records created at install are unchanged.

How to test before you trust it

Events Manager event chart: Green line = server (Conversions API) events, blue = browser pixel. If green follows blue closely, the Gateway is working.
Gateway Admin UI volumes: Compare Total Received (from the pixel) with Total sent (to the Conversions API); then compare with Events Manager
Browser developer tools: Confirm a successful request to https://<Conversions API Gateway Endpoint>/events from the pixel
Event Match Quality: Events Manager > dataset > View Details > Event Matching; 'Good' or 'Great' is optimal

Why events arrive but don't attribute

The Gateway can only forward what the pixel sees: if an ad blocker or missing consent stops the pixel from loading, there is no Gateway event either. It is not a backend/order-system feed.
Comparing Gateway counts with Ads Manager: Gateway counts organic plus ad-driven events across all campaigns and ad accounts, so totals differ by design; use the same timeframe.
Setup failure from browser autocomplete: if ProvisioningData on the AWS page does not match the copied URL, turn off form autofill and relaunch from Events Manager.
Changing the two DNS records created at install stops the default certificate from renewing.
Running another CAPI integration for the same pixel (Shopify/Woo plugin, sGTM) without shared event_ids double counts against the Gateway's events.
You pay the cloud provider's fees (and partner fees if a partner hosts it). For a pixel-only website Meta suggests 'Conversions API with Meta' in Events Manager, which needs no hosting.

Sources

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