Meta's Conversions API is the server-side complement to the Meta Pixel. TrackLayer sends events to both — with a shared event_id so Meta deduplicates them. We hash PII, capture fbp/fbc, include all recommended parameters, and hit EMQ 8.9+ without hand-tuning.
Meta Business Suite → Business Settings → System Users → Add → 'TrackLayer' → Admin access → Generate token. Scopes: ads_management, business_management.
Pixels → your pixel → Assign Assets → add the System User. This is the glue that authorises the token against your pixel.
Dashboard → Platforms → Meta → paste access token + pixel ID. We validate it immediately; if it's wrong you see a red X within 2 seconds.
Meta Events Manager → Test Events → you'll see TrackLayer's server events alongside the pixel's. EMQ rebaselines over 48h to 8–9.
Same event_id on pixel + server. Meta's dedup merges them automatically — one purchase counted once.
email, phone, external_id, fbp, fbc, ct, zp, country, client_ip, client_user_agent — all sent when available, hashed where required.
Aggregated Event Measurement priorities respected. Purchase stays the top-priority event for iOS users.
Meta's 1000 req/s rate limit respected with per-merchant token buckets. Retries on 429 with exponential backoff.