Facebook evolved what used to be called its Server-to-Server API into the Conversion API that lets ad buyers send offline and web events from their server directly to Facebook so they can track what ...

Facebook’s Pixel and modeled tracking has improved greatly in the past year but still isn’t perfect. If you have the Conversion API set up, you will get better results.

Already using the Facebook pixel. Not yet using the Conversions API to send the web events. Working with a minimum monthly budget of $2,000 USD specifically earmarked to optimizing for web events.