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The Conversions API creates a connection between an advertiser’s marketing data and the Meta systems that optimize ad targeting, decrease cost per action, and measure results. In the case of direct integrations, this entails establishing a connection between an advertiser’s server and Meta.

Server events are linked to a Meta Pixel ID and are processed like web events sent via Pixel. This means that web server events are used in measurement, reporting, and optimization in a similar way as browser Pixel events.