How to Connect Facebook Conversion API with Server-Side Google Tag Manager

This guide explains how to connect Facebook Conversion API (CAPI) with a Server-Side Google Tag Manager container. This setup improves tracking reliability and allows events to be sent directly from your server to Facebook.

Requirements

• A website with Web Google Tag Manager installed
• A deployed Server-Side GTM container
• A Facebook Pixel created
• A Facebook access token

Step 1 — Get your Facebook Pixel ID

1. Open Facebook Events Manager
2. Select your Pixel
3. Copy the Pixel ID

Step 2 — Generate Access Token

1. In Events Manager open Settings
2. Find Conversion API
3. Generate Access Token

Step 3 — Install Facebook CAPI template

1. Open Server GTM container
2. Go to Templates
3. Click Search Gallery
4. Install Facebook Conversion API template

Step 4 — Create Facebook server tag

1. Click Tags → New
2. Select Facebook Conversion API
3. Enter Pixel ID
4. Enter Access Token

Step 5 — Configure event mapping

• page_view → PageView
• purchase → Purchase
• add_to_cart → AddToCart

Step 6 — Configure deduplication

Enable Event ID to prevent duplicate events between browser and server tracking.

Step 7 — Publish

Click Submit → Publish.

Step 8 — Test events

1. Open Facebook Events Manager
2. Go to Test Events
3. Visit your website
4. Verify events appear

Facebook Conversion API is now active.