Meta/Facebook Conversion Tracking: A Conceptual Guide
Meta campaign measurement can involve browser-side Pixel events, server-side Conversions API events, platform attribution, and external analytics or tracking systems.
The Pixel is one data source
Browser-side Pixel events can capture on-site actions, subject to implementation, browser behavior, consent, and other constraints.
Conversions API adds server-side signals
CAPI can send supported event data from a server or integration to Meta, helping create a more resilient measurement flow.
Platform attribution is its own view
Meta applies its own attribution rules and modeling. An independent tracking system may legitimately report different numbers.
Compare definitions before reconciling
Match event names, timestamps, attribution windows, timezone, deduplication, and conversion status before treating a discrepancy as an error.