Forward server-side conversions to the Meta Conversions API via PostHog's Meta Ads Conversions destination.

Meta's Conversions API (CAPI) receives conversions server-side so you keep attribution even when the browser Pixel is blocked by ad blockers, iOS, or cookie restrictions. PostHog's Meta Ads Conversions destination is the easiest way to feed it.

New here? Read the overview first — it covers how identity and deduplication work across all platforms. This page is Meta-specific.

What you need

Credential	Where to get it
Access Token	Meta Events Manager → your dataset/pixel → Settings → Conversions API → Generate access token. Copy it immediately (it's shown once).
Pixel ID (Dataset ID)	Events Manager → your dataset → Settings. Use the same Pixel ID your browser Pixel uses so server + browser events reconcile.

Full token guide: developers.facebook.com/docs/marketing-api/conversions-api/get-started

Create the destination

In PostHog: Data → Destinations → Create a new destination, search Meta, pick Meta Ads Conversions, click + Create. Paste the Access Token and Pixel ID, add your event matchers, then Create & enable.

What PostHog maps automatically

You don't write any hashing or click-id logic — the form arrives pre-filled:

Meta field	PostHog default	Purpose
`event_name`	`{event.event}`	Map to a Meta standard event (see below)
`event_id`	`{event.uuid}`	Deduplication key vs. the browser Pixel
`event_time`	`{toInt(toUnixTimestamp(event.timestamp))}`	Unix seconds, GMT
`action_source`	`Website`	Where the conversion happened
`user_data.em`	`{sha256Hex(lower(person.properties.email))}`	Hashed email — top matcher
`user_data.fn` / `ln`	`{sha256Hex(lower(person.properties.first_name))}` …	Hashed name
`user_data.fbc`	rebuilt from `fbclid` / `$initial_fbclid`	The ad click-id — top matcher
`user_data.client_user_agent`	`{event.properties.$raw_user_agent}`	Browser UA (best-effort)
`custom_data.price` / `currency`	`{event.properties.price}` / `USD`	Conversion value for ROAS

Mapping to Meta standard events

Meta optimizes best against its standard event names. Set the Event name field to map your PostHog event, e.g.:

Your PostHog event	Meta standard event
`purchase`	`Purchase`
`subscription_created`	`Subscribe`
`trial_started`	`StartTrial`
`user_signed_up`	`CompleteRegistration`
`lead_captured`	`Lead`

Custom events also work, but standard events unlock more optimization options.

Match quality (EMQ)

Meta scores Event Match Quality 0–10. Aim for 6+. The two highest-impact matchers are hashed email and fbc — both come from the person profile, so:

Run the PostHog browser snippet so $initial_fbclid is captured on ad landings.
identify() users with email early.

Testing

Events Manager → your dataset → Test Events. Add the Test Event Code to the destination config (PostHog exposes a field for it), fire a conversion, and confirm it shows up. Remove the test code before going live.

Meta requires a verified Business and a dataset/pixel in good standing. In the EU, only forward conversions for users who've consented to ad tracking — gate your app's PostHog conversion capture call (or the destination's event matcher) on your consent flag.

Deduplication

If you also run Meta's browser Pixel, make it send the same event_id as the server event so Meta counts each conversion once (within ~48h). If PostHog is your only source for that conversion, there's nothing to dedupe.

Meta (Facebook & Instagram)