Facebook Pixel and Conversions API (CAPI)

Facebook Pixel & Conversions API (CAPI) in Recrevio

Facebook Pixel and Facebook Conversions API (CAPI) are essential tools for tracking, measuring, and optimizing your advertising across the Facebook ecosystem, including Instagram, Messenger, and the Meta Audience Network.

In this article, we’ll explain what Facebook Pixel and CAPI are, why they matter, and exactly how to set them up in Recrevio using the native integration.

What is Facebook Pixel?

Facebook Pixel is a browser-based tracking script that helps you understand what visitors do on your website or funnels.

It allows you to:

Track important actions (called events)
Measure ad performance
Build custom audiences for retargeting
Optimize ads for conversions
Deliver more relevant ads to the right people

Facebook Pixel data is used inside Meta Ads Manager to improve campaign results across Facebook and Instagram.

Common use cases

Retarget visitors who viewed a page but didn’t buy
Track purchases from ads
Optimize campaigns for leads, checkouts, or sales
Create lookalike audiences based on real customer behavior

What is Facebook Conversions API (CAPI)?

Facebook Conversions API (formerly Server-Side API) sends events directly from Recrevio’s servers to Facebook, instead of relying only on the visitor’s browser.

This solves many modern tracking challenges:

Ad blockers
Browser privacy restrictions
Cookie limitations (GDPR, iOS updates, etc.)
Missing or incomplete data

Why Pixel + CAPI is the best setup

Facebook Pixel and CAPI work together:

Pixel tracks browser-based events
CAPI tracks server-side events

Together they:

Improve data accuracy
Reduce lost conversions
Strengthen attribution
Increase campaign optimization and reporting reliability

👉 We highly recommend enabling both.

Events Tracked Automatically in Recrevio

With Recrevio’s native Facebook integration, the following events are tracked automatically:

PageView – triggered on every page view
Lead – when a form is submitted or an appointment is booked
AddToCart – when a product is added to the cart
InitiateCheckout – when a checkout page is visited
Purchase – when a checkout, upsell, or downsell is completed
ViewContent – when a visitor views a product
CompleteRegistration – when a user creates an account

No manual event coding is required.

Where to Set It Up in Recrevio

You can access the Facebook integration here:

Web Studio > Website Settings > Applications > Add Application > Facebook Pixel

Step 1: Add Your Facebook Pixel ID

Open Web Studio
Go to Website Settings
Select Applications
Click Add Application
Choose Facebook Pixel
Paste your Facebook Pixel
Save and verify your settings

Don’t have a Pixel yet?

Create one inside Meta Ads Manager and copy the Pixel ID from your Pixel settings. Learn more about How to configure and install your Facebook Pixel in Meta support docs.

Step 2: Enable Facebook Conversions API (CAPI)

To enable CAPI, you’ll need an Access Token from your Facebook Pixel.

How to generate an Access Token

Go to your Facebook Pixel
Open Settings
Scroll to Conversions API
Choose Set up manually
Click Get Started or Generate Access Token
Copy the generated token

Add the token in Recrevio

Click Enable Conversions API
Paste the Access Token into the Facebook Pixel settings
Save and verify your changes

That’s it! 🎉

Events will now be sent both via browser (Pixel) and server-side (CAPI).

Important Notes

Do not add Facebook Pixel manually via Custom Code if you use the native integration
If you previously added the Pixel manually, remove it first
Removing custom code will not affect your historical Facebook data
Events may take up to 20 minutes to appear in your Pixel statistics
PageView is browser-based only and not sent via CAPI