Facebook’s server-side API for web (also known as the server-side pixel) allows brands to share high-value customer events, including off-site conversions, straight from their server to Facebook’s. Increasing data resiliency through server-side API allows merchants to increase retargeting list sizes and lookalike audiences to track more conversion data and ultimately allow for greater reach for campaigns and better optimization. Facebook’s server-side pixel operates similar to the browser pixel, except rather than being run on the Java-side of the user’s browser, the user’s actions are sent directly from the server-side to Facebook’s servers. More detailed information can be found via the link.

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