Meta Conversions API (CAPI) Reference

What it does

This skill provides a complete, practical reference for implementing Meta's Conversions API (CAPI). It explains architecture (browser Pixel vs server-side CAPI), standard and custom event schemas, customer information normalization and SHA-256 hashing, deduplication patterns using event_id, tips to improve Event Match Quality (EMQ), Aggregated Event Measurement (AEM) recommendations, and common error codes with fixes. The skill includes code examples in Node.js and Python, GTM server-side guidance, and partner integration notes (Shopify, WooCommerce, Magento).

When to use it

Use this skill when you need to set up or audit Meta CAPI for a website or server, troubleshoot event delivery or deduplication issues, improve match quality for better ad optimization, configure GTM server-side containers, or validate AEM priorities and domain verification. It's appropriate for engineers, analytics leads, and ad ops specialists.

What's included

• Scripts: none bundled in the SKILL.md (has_scripts=false)
• References: external documentation links embedded in the skill body (official Meta docs, Cogny docs)
• Instructions: detailed step-by-step sections covering architecture, standard events (Purchase, AddToCart, InitiateCheckout, etc.), customer info hashing, sending events via direct API or GTM SS, deduplication strategy using event_id, testing with Test Events Tool, and troubleshooting common API error codes.

Compatible agents

This content suits agents or tooling that can provide code snippets and debug guidance (Claude Code, copilot-style assistants, and developer-oriented chat agents).