Meta Conversions API on WordPress without sGTM
Set up the Meta (Facebook) Conversions API on WordPress in five minutes: paste a token; events are de-duplicated with the pixel and sent with consent.
The Meta Conversions API (CAPI) sends your conversions to Meta from your server, next to the browser pixel. Events that ad blockers or browser limits stop in the browser still reach Meta, and better-matched events improve how Meta optimises your ads.
Most WordPress guides route CAPI through a server-side GTM container on Stape. Omea Consent Pro sends it straight from WordPress – and only with the visitor’s consent.
Set it up
- Switch on the Meta Pixel Under Omea Consent › Integrations, switch on Meta Pixel with your Pixel ID.
- Generate an access token In Meta Events Manager go to your pixel › Settings › Conversions API › Generate access token and copy it.
- Turn on the Conversions API In the Meta Pixel card, switch on Conversions API and paste the token into Access token. Click Save changes.
- Map your conversions Under Omea Consent › Conversions, give each conversion a Meta standard event – Lead, Purchase, CompleteRegistration and so on.
- Test with a test event code Optionally paste a Test event code from Events Manager › Test events, trigger a conversion and watch it arrive. Clear the code when you’re done – while it’s set, events aren’t counted.
The Pro setup asks for the token in its third step, Conversions API, so you may have done this already.
What Omea sends to Meta
| What | Details |
|---|---|
| Browser conversions | Every conversion mapped to a Meta event, also sent from the server |
| Server-side events | WooCommerce purchases with order contents and value, sign-ups |
| Event ID | The same as the pixel’s eventID, so Meta counts each conversion once |
| Customer data | Email, phone, first and last name, city, state, postcode, country and external ID – SHA-256 hashed |
| Browser data | IP address, user agent, and the _fbp and _fbc cookies (or fbc built from a fbclid click ID) |
Events are sent straight to Meta’s Graph API after the page has been delivered, so visitors don’t wait.
Consent
Omea checks the visitor’s Marketing consent on your server before every event. Without it, nothing is sent – not even from the server. That’s the key difference from setups that use server-side tracking to bypass the banner.
Test mode
While a Test event code is set, events go to Meta’s Test events only and aren’t counted for reporting or ads. The card shows Test mode – not counted, and a warning appears at the top of the Integrations screen. Clear the code when you’ve finished testing.
Check that it works
The Meta Pixel card shows Latest server events: each recent event with a Sent or Error badge. In Meta Events Manager you can see whether each event arrived from the browser, the server or both.
If events are missing, see Conversions API events missing. Wondering whether you need both pixel and API? Read Meta Pixel vs Conversions API.