Let’s walk through the Facebook Conversions API Gateway interface and see how it works!

What exactly is Conversions API Gateway?

Before we dive into the interface, let me briefly explain what Conversions API is. The Facebook conversions API creates a direct, reliable and privacy-aware connection between your data and the Facebook systems. It sends data to Facebook through a reliable connection. You can then use that data to optimize ad targeting, decrease the cost per action and to better measure results of your Facebook campaigns. Data is send through both the Facebook Pixel and the Conversions API. The Conversions API will be using the browser Pixel to get events and send these events via the API.

Quick and easy

The gateway is by far the most easiest process of setting up the Facebook Conversions API currently available to advertisers. Setting up the gateway is quick and easy and you don’t need a developer or coding experience. It is also future-proof as it automatically enables future privacy-enhancing ad measurement and optimization features.

Note: If you haven’t setup the CAPI Gateway yet, make sure to follow my video tutorial on how to setup the Facebook Conversions API.

Now let’s focus on the Gateway interface itself!

Conversions API Gateway interface

This is how the gateway inteface appears after setup. You can visit the inteface by visiting a subdomain of your own domain name. During setup you can choose which subdomain you want to use to access the gateway.

The first screen you will see is the login page. You can choose the login credentials during the gateway setup.

Login screen

Facebook Conversions API Gateway login screen

After you login you can access the main overview of the gateway.

Conversions API Overview

Facebook Conversions API Gateway overview

When you first see it, the server and browser data may still be at zero, but you should start seeing browser and server events appear within a few minutes.  You can see the event types, the number of events the Conversions API has received, and how many of them were sent to Facebook through the Convesions API.

The overview also shows which pixels are currently connected to the gateway and which pixels are receiving data. If you wish to deactivate a pixel you can click these 3 dots and select ‘Deactive’ to close the Conversions API Gateway connection.

In the ‘Event Activity’ section you can see incoming and outgoing traffic and the success rate of traffic that was succesfully published to conversions API.  The percentage only accounts for publishing errors and doesn’t include processing errors or events disabled from publishing.

Event Activity dashboard

Event Activity overview

‘Incoming’ shows the traffic received from the browser Pixel, it shows the number of event types and how many events were received. 

‘Outgoing’ shows traffic published to conversions API. You may see differences between browser Pixel events and Conversions API events, this is normal. The outgoing count may be less due to processing and publishing errors or events that are disabled from publishing.

Some browser events are automatic events and don’t need to be redirected to the Conversions API. Events that don’t impact measurement or delivery are also not published. Just keep an eye on the event count, the browser event count should be larger than the Conversions API event count.

For each event, you can choose to publish it or turn publishing off. Be careful when you are looking at ‘All pixels’ events. If you turn off publishing for an event (let’s say a ‘ViewContent’ event) it will apply to every pixel that uses the ‘ViewContent’ event. If you want to turn off an event for a specific pixel only, you first have to filter by pixel first.

Automatic Updates

One of the main benefits of working with the Conversons API is that it comes with automatic updates whenever new features become available. You don’t have to manually update the configuration.

Facebook CAPI Gateway updates

And from the ‘Solutions Installer’ updates page, you can easily update to the latest version when new versions are available. Easy!

Solutions Installer updates

That’s it for now. The interface will continue to change and provide more options when new versions are being released.

About the Author


Bram Van der Hallen is an all-round Belgian Digital Marketer and Meta Certified Professional with 14+ years experience in media planning and buying.Bram talks about Facebook Ads on LinkedIn. Click here to Follow Bram on LinkedIn.

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