What it does
The Meta Pixel reports events from the visitor's browser, where privacy changes, tracking prevention, and ad blockers now drop a large share of signal. The Conversions API sends those same events server-side, straight from your systems to Meta, so conversions still get counted and fed to the algorithm. Most accounts run both and deduplicate the shared events using a common event_id so a single action isn't counted twice.
Why it matters for B2B
Better signal means more accurate retargeting audiences and conversion measurement, which is exactly where Meta earns its keep for B2B. We cover why that warm-audience work is Meta's real job in our piece on using Meta for retargeting.
Common questions
What is the Meta Conversions API?
It is a server-side connection that sends conversion events directly to Meta, complementing the browser-based Meta Pixel and recovering signal that browser restrictions would otherwise drop.
Does the Conversions API replace the Meta Pixel?
No. They work together. The pixel captures browser events and the Conversions API captures server events; you run both and deduplicate them with a shared event_id so conversions aren't double-counted.