Whether you’re running a Shopify, WooCommerce, or custom-built store, Meta’s Conversions API (CAPI) can help improve tracking accuracy and attribution in 2025.
The big question is: should you use the CAPI Gateway (simpler, plugin-based) or go with a manual setup (custom, developer-driven)?
Both methods rely on server-side tracking to deliver cleaner data to Meta. Learn more about server-side tagging and why it’s key for first-party data strategies.
This guide will compare both methods, explain their setup requirements, and help you choose the best approach for your business needs.
What Is Meta’s CAPI Gateway?
Meta’s Conversions API Gateway is a managed, no-code solution that simplifies server-side event tracking. It works alongside your Meta Pixel to send events (such as PageView, Purchase, and AddToCart) directly from your server to Meta.
Unlike a full manual setup, Gateway requires no custom coding or server maintenance. By default, Meta deploys it on AWS — though if you use Shopify or WooCommerce plugins, you don’t need to worry about AWS hosting.
The best part? CAPI Gateway setup is free from Meta. The only potential cost is cloud hosting (like AWS) if you choose to deploy outside a plugin environment.
👉 If you’re ready to implement it, follow our step-by-step Google Tag Gateway setup guide.
Who Should Use Meta’s CAPI Gateway?
CAPI Gateway is best suited for advertisers and businesses that:
- Need a low-maintenance, automated setup with minimal technical work.
- Run stores on Shopify or WooCommerce with server-side tagging plugins that make Gateway easy to enable
- Prefer not to manage manual server configurations or API authentication.
- Want to stay compliant with privacy-first tracking while still improving attribution accuracy.
How CAPI Gateway Works:
- Setup starts directly inside Meta Events Manager.
- Your site connects to Meta through a cloud function (commonly AWS, unless you use plugins that handle hosting for you).
- Forwards key events like PageView, AddToCart, and Purchase to Meta.
- Uses hashed customer data (email, phone, etc.) to improve match quality, a technique central to Meta’s conversion tracking strategies
Overall, CAPI Gateway offers a streamlined, zero-code approach to server-side event tracking in 2025.
What Does Manual CAPI Setup Involve?
Manual implementation of Meta’s Conversions API gives advertisers maximum control over how events are structured, processed, and sent to Meta. Unlike Gateway, this approach requires technical expertise and ongoing maintenance, but it’s the best fit if your team wants to:
- Customize event flows and triggers
- Improve match rates with advanced user identifiers
- Manage server infrastructure and authentication independently
One critical part of manual setup is deduplication, ensuring that the same event isn’t double-counted when both Pixel and CAPI are firing. This is usually handled through event_id and event_name. You can read more in our detailed guide on Pixel + CAPI event deduplication.
Manual CAPI Setup: Step-by-Step Guide
Setting up Meta’s Conversions API manually gives you full control over your server-side tracking, but it also requires careful implementation. Here’s a breakdown:
- Set Up in Meta Events Manager
- Log into your Meta Business account and open Events Manager.
- Select your data source and create a new Conversions API dataset.
- Choose “Set Up Manually” when prompted.
- Configure Your Server or App
- Build a server endpoint that can receive event data from your website or app.
- Format the data according to Meta’s Conversions API specifications, which support first-party data collection in privacy-compliant setups.
- Include important fields like event_name, event_time, and user_data (e.g., email, phone).
- Handle Authentication and Security
- Generate an access token in Events Manager and securely store it in your server.
- Ensure all event calls to Meta’s endpoint are authenticated and encrypted (HTTPS).
- Enable Deduplication (Highly Recommended)
- Use event_id and event_name consistently in both Pixel and CAPI calls.
- This prevents double-counting and ensures clean reporting. 👉 Learn more in our guide on Pixel + CAPI event deduplication.
- Test and Validate
- Use the Test Events tab in Events Manager to preview events.
- Review payloads, debug warnings, and confirm that server events are being received.
- Fix formatting, parameter, or mapping issues if needed.
- Monitor and Maintain
- Set up logging and alerts on your server to track event delivery and response codes.
- Regularly audit match quality, attribution, and event success rates in Events Manager.
- Make updates as your site or CAPI tracking needs evolve.
Pros and Cons of CAPI Gateway vs Manual Setup
Both CAPI Gateway and manual implementation have distinct advantages depending on your team’s technical capacity, tracking goals, and need for control. Here’s a clear comparison for 2025:
Benefits of Using CAPI Gateway
- No-code setup: Ideal for marketers or small teams, no developer required.
- Quick deployment: Go live in minutes via Meta Events Manager or supported plugins.
- Minimal maintenance: Meta manages backend infrastructure and updates. It also helps bypass browser ad blockers.
- Pixel compatibility: Works alongside your existing Meta Pixel with built-in deduplication.
- Privacy aligned: Compliant with GDPR, iOS restrictions, and evolving privacy-first tracking rules.
Limitations of the CAPI Gateway
- Limited flexibility: Less control over event structure, parameters, and business logic.
- Not suitable for advanced tracking flows: Multi-step funnels or backend-triggered events are harder to manage.
- Cloud dependency: Typically runs on AWS, unless you use Shopify/WooCommerce plugins that remove this requirement.
Benefits of Manual Setup
- Maximum customization: Full control over event structure, triggers, user data, and attribution logic.
- Complete server control: You manage endpoints, batching, authentication, and deduplication.
- Enterprise-ready: Best for large businesses with custom apps or multi-touch attribution needs.
Challenges of Manual CAPI Setup
- Developer-dependent: Requires technical expertise and ongoing maintenance.
- Higher complexity: Token management, error handling, validation, and match quality tuning required.
- Risk of errors: Misconfigurations can cause missed or duplicated events.
Which Is Better in 2025: CAPI Gateway or Manual Setup?
Choosing between CAPI Gateway and manual setup in 2025 depends on three key factors:
👉 Choose CAPI Gateway if:
- You want a quick, no-code setup that sends events to Meta in minutes.
- Your team is non-technical and prefers to avoid server management.
- You’re on Shopify or WooCommerce, where plugins make Gateway even easier to enable.
- You value fast implementation, privacy compliance, and reliable baseline event tracking.
- You want to start simple today, with the option to upgrade later.
👉 Choose Manual Setup if:
- You have a developer team to handle server-side setup and ongoing maintenance.
- Your business requires custom events, dynamic parameters, or advanced attribution logic.
- You need full ownership of event timing, structure, and data flow.
- You’re running an enterprise-level store or a complex marketing stack.
⚡ Hybrid Path (Best of Both): Many advertisers start with CAPI Gateway for speed and simplicity, then migrate to manual setup as tracking needs evolve. This approach avoids setup delays while keeping your options open.
📌 For most small to medium eCommerce businesses, CAPI Gateway is the more sustainable starting point. But if you’re scaling aggressively or need maximum flexibility, manual setup is the better long-term bet.
👉 Ready to implement Gateway? Follow our step-by-step CAPI Gateway setup guide – or use the Conversios plugin to skip AWS and server-side complexity.
Final Thoughts: CAPI Gateway vs Manual Setup in 2025
Both Meta CAPI Gateway and manual setup let you send server-side events reliably to Meta, but the best choice depends on your business goals.
If you want a quick, privacy-compliant solution without touching code, the CAPI Gateway (especially via Shopify or WooCommerce plugins) is the easiest place to start.
If you need deep customization, own your infrastructure, or run a complex ad funnel, then manual setup offers the flexibility and control you’ll need, though it requires more resources.
The good news? You don’t have to choose forever. Many advertisers start simple with Gateway and later upgrade to manual as their tracking needs evolve.
👉 To save time, you can skip AWS and server complexity by setting up CAPI Gateway with the Conversios plugin for Shopify and WooCommerce.
Frequently Asked Questions
Q. Is Meta CAPI Gateway the same as the Facebook Conversions API?
No. The CAPI Gateway is just one way to implement Meta’s Conversions API. It’s a simplified, Meta-hosted version of the standard API that removes most server-side complexity.
Q. Can I use Meta Pixel and CAPI Gateway together?
Yes. Meta automatically deduplicates events when both are set up correctly, using event_id and event_name. 👉 Learn more in our guide to Pixel + CAPI deduplication.
Q. Do I need AWS to use Meta CAPI Gateway?
By default, Meta deploys Gateway via AWS Lambda. However, if you’re on Shopify or WooCommerce, you can use plugins that handle hosting, no AWS setup required.
Q. Is Meta CAPI Gateway free to use?
Yes, Meta does not charge for Gateway itself. The only cost may come from cloud hosting (like AWS), unless you use a plugin that covers this.
Q. Which setup provides better match quality, Gateway or Manual?
Manual setups often provide higher match quality because you can pass more detailed user identifiers. Gateway is simpler, but less customizable.
Q. Can I switch from CAPI Gateway to a manual setup later?
Yes. Many advertisers start with Gateway for simplicity, then migrate to manual as tracking needs evolve. Just ensure deduplication is configured during the transition.
Q. Can I set up a CAPI Gateway on Shopify or WooCommerce?
Absolutely. Platforms like Shopify and WooCommerce support plugin-based integrations that make Gateway setup far easier than manual deployment.