Meta (Facebook) CAPI Integration
Send server-side events to Meta Conversions API for improved ad attribution and event deduplication.
Overview
Meta Conversions API (CAPI) enables server-side event tracking for Facebook and Instagram Ads. Scout sends events directly to Meta's servers, bypassing browser limitations like ad blockers and cookie restrictions.
Scout captures events via SDK or GTM, processes them server-side, then forwards to Meta CAPI with hashed user data, event deduplication IDs, and attribution parameters (fbp, fbc cookies).
Requirements
Event Mapping
Scout events are transformed to Meta standard events:
Event Deduplication
Scout generates a unique event_id for each event. If you also use Meta Pixel (browser-side), Meta deduplicates server and browser events using this ID. This prevents double-counting conversions.
Data Processing
Scout automatically hashes PII (email, phone, name) using SHA-256 before sending to Meta. IP address and user agent are forwarded for advanced matching. Attribution parameters (_fbp, _fbc) are extracted from cookies and sent as-is.
Test Events
Use the Test Events tool in Meta Events Manager to verify server events. Set a Test Event Code in Scout destination settings to route events to the test endpoint.
Troubleshooting
Low Event Match Quality
Ensure email or phone is included with events. Use SDK identify method to capture user data. More PII fields = higher match quality score.
Duplicate events in Events Manager
Verify that browser pixel and server events use the same event_id. Scout generates this automatically if you use the SDK.