Quick answer
Browser privacy changes reduced what the Meta pixel can see, so tracking now relies on the Conversions API, first-party data from your forms and CRM, and sending lead quality back to Meta. Sakativa sets up server-side tracking on every Meta account.
What changed
Operating systems and browsers now limit tracking across apps and sites. The pixel alone misses more conversions than it used to.
Add the Conversions API
The Conversions API sends events from your server, so Meta receives purchases and leads even when browser tracking is blocked.
Feed CRM outcomes back
Send which leads became qualified or became customers. Optimizing for those events usually improves lead quality over time.
Lean on first-party data
Customer lists, website forms and email subscribers you own are durable audiences that privacy changes do not erase. Collect only what you need and disclose it in your privacy policy.
Key takeaways
- The pixel alone is no longer enough.
- Use the Conversions API.
- Optimize toward qualified outcomes.
- Build first-party audiences.
Frequently asked questions
Is the Meta pixel still needed?
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Yes. Running the pixel together with the Conversions API gives Meta the most complete picture.
Does this apply to Instagram ads?
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Yes. Facebook and Instagram ads share Meta's ad platform and tracking.
Sources
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