WorkMagic's Conversion API Enhancer lets you send enriched customer data and first-party conversion events directly to Meta Ads via server-side CAPI. This improves Event Match Quality (EMQ), strengthens your signal foundation, and enables Meta's algorithms to better optimize your campaigns — all without relying solely on browser-based pixel tracking.
Important: Meta CAPI Enhancer sends enriched, first-party conversion events — not WorkMagic-attributed events. The events transmitted are raw site conversions enriched with additional customer data (e.g., email, phone) to improve match rates, rather than signals adjusted by WorkMagic's attribution models.
Use Cases
Here's what you can do once Meta Ads CAPI is connected:
Use Case | Description |
Enrich conversion events with first-party data | Augment your site events with customer PII (email, phone, etc.) to significantly improve Meta's Event Match Quality (EMQ). |
Send full-funnel events server-side | Deliver events like Page View, Add to Cart, Initiate Checkout, and Purchase directly from your server, bypassing browser signal loss. |
Reduce reliance on pixel tracking | Build a durable, privacy-compliant data pipeline that performs even as cookies and browser tracking degrade. |
Step-by-Step: How to Set Up Meta Ads CAPI
Follow the steps below to configure Meta Ads CAPI inside WorkMagic.
Step 1 — Connect Meta Ads Account
Go to Settings > Conversion API Enhancer.
Find the Meta Ads card (labeled "Enriched customer data").
Click Configure to start the integration process.
Authenticate using your Meta Business account credentials and grant required permissions.
Step 2 — Configure Pixel and Event Selection
After connecting, fill out the configuration form:
Field | Required | Description |
Destination Meta Pixel | Yes | Select or search for the Meta Pixel you want to send events to. |
Events to send | Yes | Choose which site events to transmit to Meta (see supported events below). |
Subscription orders | Optional | If you offer subscriptions, choose whether to exclude recurring subscription orders. |
Supported Events:
Event | Description |
Page View | User views a page on your site |
View Content | User views a product or content page |
Search | User performs a search |
Add to Cart | User adds an item to their cart |
Initiate Checkout | User begins the checkout process |
Purchase | User completes a purchase |
Add Payment Info | User adds payment information |
Tip: For best results, enable as many events as possible. Full-funnel event coverage gives Meta more signals to optimize targeting and delivery across your entire customer journey.
Click Save and enable to activate the connection.
Step 3 — Delivery Insights
Once Meta Ads CAPI is active, monitor event flow via the Delivery status tab:
Event Delivery Overview — Visual chart of total events sent over time. Hover to see exact event counts and timestamps.
Event Delivery Summary — Breakdown by event type, showing total events sent, errors, and last event timestamp. Use the dropdown to filter by specific event types.
Step 4 — After Successful Setup
Allow at least 2 weeks for your Event Match Quality (EMQ) to stabilize and improve.
Once your data flow is stable:
Monitor your EMQ score in Meta Events Manager — you should see it improve over time as enriched data flows in.
Review event volume in WorkMagic's Delivery status tab to ensure consistent, error-free delivery.
Check campaign performance — better signal quality should translate into improved targeting efficiency and more accurate attribution.
Meta CAPI vs Other Platform CAPIs
Feature | Meta Ads | Google Ads / Axon / Vibe |
Signal type | Enriched first-party events | WorkMagic-attributed events |
Attribution adjustment | No — raw events, not attribution-adjusted | Yes — filtered through WM incrementality models |
Event types | Full-funnel (Page View through Purchase) | Purchase events only (Order / New customer order) |
Identifier | Meta Pixel ID | Account ID / Conversion Action ID |
Primary value | Improved EMQ and signal durability | Better platform optimization via incremental attribution |