Tealium + Meta CAPI

Send Meta the Conversions

Your Pixel Can't See.

Tealium sends consented first-party events server-side to Meta's Conversions API, syncs audiences to Custom Audiences, and drives Event Match Quality for every event you send.

Get a Demo Watch the Webinar

Meta Optimizes Toward What It Can Match.

Only matched events count. Meta uses matched conversions for attribution and delivery optimization, and match quality decides how many of your events qualify.

One Connection, Every Meta Surface.

Tealium collects consented first-party events once and delivers them server-side to Meta's Conversions API for both online and offline events. Identifiers are hashed and standardized before they leave, and identity resolution ties events to the same customer across sessions and devices. The same profiles power Custom Audiences sync.

Send Every Conversion Server-Side

Deliver web, app, and offline events to Meta's Conversions API from your own infrastructure, so conversions the pixel drops still count.
Tealium shows Meta's Event Match Quality score for every event type in-product, with recommendations to raise it before it costs attribution.
Build segments in Tealium CDP from online and offline behavior, then sync them to Custom Audiences for inclusion, exclusion, and lookalikes.
Feed point-of-sale, call center, and CRM conversions to Meta, so campaigns optimize toward the revenue your ads actually produce.
Choose which events to share and when, append value scores, and keep consent attached to every event you send.

Questions, Answered.

How is the Conversions API different from the pixel?

The pixel runs in the browser and misses conversions lost to ad blockers, tracking prevention, and abandoned sessions. The Conversions API sends events server-side, and Meta recommends running both redundantly. Its own study measured a 13% average CPA improvement for advertisers who did (Meta, 2022).

What is Event Match Quality, and why does it matter?

EMQ is Meta's 0 to 10 score of how well your server events match to Meta accounts. Only matched events feed attribution and delivery optimization. Tealium surfaces the score per event type in-product, with guidance to raise it.

What about customer privacy and PII?

Identifiers are hashed and standardized before they reach Meta, and consent is enforced at collection, not patched afterward. If a customer withdraws consent, the change propagates to the connector immediately.

Does this cover in-store and call center sales?

Yes. Offline Conversions carry the events the pixel can never capture. The Conversions API for Offline page covers that setup in depth.

Three Steps From Pixel-Only to Full Signal.

Step 1
Step 2
Step 3

Identify the conversion events tied to your KPIs (purchase, appointment_requested, newsletter_signup), map where each fires (web, app, offline), and run the pixel and the Conversions API redundantly. Meta’s own study puts redundant setups at a 13% average CPA improvement (Meta, 28 global experiments, 2022).

Resources:

Conversions API for Web, including EMQ
Meta Pixel + Advanced Matching
App Events

Tighten your data layer, send the most complete set of consented identifiers with every event, and work the in-product Event Match Quality recommendations until each event type clears Meta’s recommended bar.

Combine web signal with point-of-sale, call center, and CRM data in Tealium CDP. Sync Custom Audiences for lookalike and suppression modeling, and send Offline Conversions so measurement covers every channel a customer uses.

Resources:

Offline Conversions connector

WhatsApp Business connector

 

What Better Signal Is Worth.

229%

Retail · Conversions API Connector — 229% average increase in online ROAS with Meta, and 24% more signal coverage across the full marketing funnel.

Multinational Retailer

Sending conversions to Meta through Tealium

18%

TUI Hardened Its Meta Signal Through Tealium — 18% higher ROAS, 29% higher social conversion rate, and 6% lower cost per booking.

Introducing the Meta Conversion API has helped us not only use our advertising budget more effectively, targeting the right customers, but also increased the number of customers who convert via these ads to make a booking.

Volkan Özturan

Team Analytics Digital Commerce, TUI Group

See Tealium + Meta on

Your Own Events.

Get a demo and watch consented conversions flow from collection to Meta, with match quality scored along the way.

Get a Demo Watch the Webinar
9605 Scranton Rd. Ste. 600
San Diego, CA 92121
+1 (858) 779-1344
9605 Scranton Rd. Ste. 600
San Diego, CA 92121
+1 (858) 779-1344
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