Meta CAPI vs TikTok Events API: The Complete Setup Guide [2026]

Meta Conversions API (CAPI) and TikTok Events API are the two most popular server-side tracking solutions for paid social. If you're running ads on Facebook/Instagram or TikTok, you need to understand how these APIs work—and how to use them together.

This guide compares both platforms, walks through setup for each, and shows you how to send events to both simultaneously.

Why Server-Side Tracking Matters

Before diving into the APIs, let's understand why server-side tracking is essential:

The Problem with Browser Pixels

Traditional tracking uses JavaScript pixels in the browser:

<!-- Facebook Pixel -->
<script>
  fbq('track', 'Purchase', {value: 99.99, currency: 'USD'});
</script>

<!-- TikTok Pixel -->
<script>
  ttq.track('CompletePayment', {value: 99.99, currency: 'USD'});
</script>

These pixels are blocked by:

• Ad blockers (40% of users)
• iOS 14.5+ privacy restrictions
• Firefox/Brave tracking protection
• Safari's Intelligent Tracking Prevention

Result: You're losing visibility into 30-40% of conversions.

Server-Side Solution

Server-side APIs bypass the browser entirely:

User Action → Your Server → Meta/TikTok API
                     ↓
              (No browser blocking)

Benefits:

• ✅ Bypasses ad blockers
• ✅ Longer attribution windows
• ✅ More reliable data
• ✅ Better privacy compliance

Meta Conversions API (CAPI)

What is Meta CAPI?

Meta Conversions API is Facebook's server-to-server tracking solution. It sends conversion events directly from your server to Meta's servers, bypassing browser-based restrictions.

Key Features

Meta CAPI Event Structure

{
  "data": [{
    "event_name": "Purchase",
    "event_time": 1706613000,
    "event_id": "order_12345_1706613000",
    "user_data": {
      "em": "5d41402abc4b2a76b9719d911017c592",
      "ph": "c775e7b757ede630cd0aa1113bd102661ab38829ca52a6422ab782862b068eea",
      "client_ip_address": "192.168.1.1",
      "client_user_agent": "Mozilla/5.0..."
    },
    "custom_data": {
      "value": 99.99,
      "currency": "USD",
      "content_ids": ["SKU-123"],
      "content_type": "product",
      "order_id": "ORDER-12345"
    },
    "action_source": "website"
  }],
  "access_token": "YOUR_ACCESS_TOKEN"
}

Setting Up Meta CAPI

Step 1: Create a Facebook App

1. Go to developers.facebook.com
2. Create a new app (Business type)
3. Add "Marketing API" product
4. Note your App ID and App Secret

Step 2: Generate Access Token

1. Go to Events Manager
2. Select your Pixel
3. Click "Settings" → "Conversions API"
4. Generate access token under "Generate access token"

Step 3: Test Events

Use the Test Events tool before going live:

curl -X POST "https://graph.facebook.com/v18.0/YOUR_PIXEL_ID/events" \
  -H "Content-Type: application/json" \
  -d '{
    "data": [{
      "event_name": "TestEvent",
      "event_time": '$(date +%s)',
      "user_data": {
        "client_ip_address": "127.0.0.1",
        "client_user_agent": "TestAgent"
      },
      "action_source": "website"
    }],
    "test_event_code": "TEST12345",
    "access_token": "YOUR_ACCESS_TOKEN"
  }'

Step 4: Production Implementation

Option A: Direct API Call

async function sendToMetaCAPI(event) {
  const payload = {
    data: [{
      event_name: event.name,
      event_time: Math.floor(Date.now() / 1000),
      event_id: event.id,
      user_data: {
        em: hashSHA256(event.user.email),
        ph: hashSHA256(event.user.phone),
        client_ip_address: event.user.ip,
        client_user_agent: event.user.userAgent,
      },
      custom_data: {
        value: event.value,
        currency: event.currency,
        content_ids: event.productIds,
        content_type: 'product',
      },
      action_source: 'website',
    }],
    access_token: process.env.META_ACCESS_TOKEN,
  };

  const response = await fetch(
    `https://graph.facebook.com/v18.0/${process.env.META_PIXEL_ID}/events`,
    {
      method: 'POST',
      headers: { 'Content-Type': 'application/json' },
      body: JSON.stringify(payload),
    }
  );

  return response.json();
}

Option B: Using Anacoic (Recommended)

// Send once, Anacoic routes to Meta automatically
await fetch('https://gateway.anacoic.com/track', {
  method: 'POST',
  headers: {
    'Content-Type': 'application/json',
    'X-Gateway-Host': 'your-domain.com',
  },
  body: JSON.stringify({
    event_name: 'Purchase',
    event_id: 'order_12345',
    user_data: {
      email: 'customer@example.com',
      phone: '+1234567890',
    },
    custom_data: {
      value: 99.99,
      currency: 'USD',
      content_ids: ['SKU-123'],
    },
  }),
});

TikTok Events API

What is TikTok Events API?

TikTok Events API is TikTok's server-to-server tracking solution. It's similar to Meta CAPI but with TikTok-specific event types and attribution models.

Key Features

TikTok Events API Structure

{
  "event_source": "web",
  "event_source_id": "YOUR_PIXEL_ID",
  "data": [{
    "event": "CompletePayment",
    "event_time": 1706613000,
    "event_id": "order_12345_1706613000",
    "user": {
      "external_id": "user_12345",
      "phone": "c775e7b757ede630cd0aa1113bd102661ab38829ca52a6422ab782862b068eea",
      "email": "5d41402abc4b2a76b9719d911017c592",
      "ttp": "94e5d1c8-8d59-4a9c-9a7e-2c9e8f3d5b1a"
    },
    "properties": {
      "value": 99.99,
      "currency": "USD",
      "content_id": "SKU-123",
      "content_type": "product",
      "order_id": "ORDER-12345"
    }
  }]
}

Setting Up TikTok Events API

Step 1: Create TikTok App

1. Go to TikTok for Developers
2. Create a developer account
3. Create a new app
4. Request "TikTok Marketing API" permission

Step 2: Get Access Token

1. Go to TikTok Business Center
2. Navigate to "Events" → "Web Events"
3. Create or select your Pixel
4. Generate Access Token under "Events API"

Step 3: Test Events

curl -X POST "https://business-api.tiktok.com/open_api/v1.3/event/track/" \
  -H "Access-Token: YOUR_ACCESS_TOKEN" \
  -H "Content-Type: application/json" \
  -d '{
    "event_source": "web",
    "event_source_id": "YOUR_PIXEL_ID",
    "data": [{
      "event": "TestEvent",
      "event_time": '$(date +%s)',
      "user": {
        "external_id": "test_user"
      },
      "properties": {
        "value": 1.00,
        "currency": "USD"
      }
    }]
  }'

Step 4: Production Implementation

Option A: Direct API Call

async function sendToTiktokEventsAPI(event) {
  const payload = {
    event_source: 'web',
    event_source_id: process.env.TIKTOK_PIXEL_ID,
    data: [{
      event: mapEventName(event.name), // Convert to TikTok event names
      event_time: Math.floor(Date.now() / 1000),
      event_id: event.id,
      user: {
        external_id: hashSHA256(event.user.id),
        email: hashSHA256(event.user.email),
        phone: hashSHA256(event.user.phone),
        ttp: event.user.ttpCookie, // TikTok Click ID
      },
      properties: {
        value: event.value,
        currency: event.currency,
        content_id: event.productId,
        content_type: 'product',
      },
    }],
  };

  const response = await fetch(
    'https://business-api.tiktok.com/open_api/v1.3/event/track/',
    {
      method: 'POST',
      headers: {
        'Access-Token': process.env.TIKTOK_ACCESS_TOKEN,
        'Content-Type': 'application/json',
      },
      body: JSON.stringify(payload),
    }
  );

  return response.json();
}

// Map your events to TikTok event names
function mapEventName(name) {
  const mapping = {
    'Purchase': 'CompletePayment',
    'AddToCart': 'AddToCart',
    'PageView': 'ViewContent',
    'InitiateCheckout': 'InitiateCheckout',
    'Lead': 'SubmitForm',
  };
  return mapping[name] || 'CustomEvent';
}

Option B: Using Anacoic (Recommended)

Anacoic automatically maps event names and handles both platforms:

// Same code sends to both Meta and TikTok
await fetch('https://gateway.anacoic.com/track', {
  method: 'POST',
  headers: {
    'Content-Type': 'application/json',
    'X-Gateway-Host': 'your-domain.com',
  },
  body: JSON.stringify({
    event_name: 'Purchase',
    event_id: 'order_12345',
    user_data: {
      email: 'customer@example.com',
      phone: '+1234567890',
    },
    custom_data: {
      value: 99.99,
      currency: 'USD',
      content_ids: ['SKU-123'],
    },
  }),
});
// Automatically routes to Meta CAPI + TikTok Events API

Meta CAPI vs TikTok Events API: Comparison

Feature Comparison

Event Name Mapping

User Data Requirements

Sending to Both Platforms Simultaneously

Option 1: Manual Implementation

async function trackEvent(event) {
  // Send to Meta
  const metaPromise = sendToMetaCAPI(event);
  
  // Send to TikTok
  const tiktokPromise = sendToTiktokEventsAPI(event);
  
  // Wait for both
  const [metaResult, tiktokResult] = await Promise.allSettled([
    metaPromise,
    tiktokPromise,
  ]);
  
  // Log results
  console.log('Meta:', metaResult.status);
  console.log('TikTok:', tiktokResult.status);
}

Cons:

• Double the code
• Double the maintenance
• Different error handling
• Different retry logic

Option 2: Using Anacoic (Recommended)

Configure both integrations in the Anacoic dashboard, then send once:

await fetch('https://gateway.anacoic.com/track', {
  method: 'POST',
  headers: {
    'Content-Type': 'application/json',
    'X-Gateway-Host': 'your-domain.com',
  },
  body: JSON.stringify({
    event_name: 'Purchase',
    event_id: 'order_12345',
    user_data: {
      email: 'customer@example.com',
      phone: '+1234567890',
    },
    custom_data: {
      value: 99.99,
      currency: 'USD',
      content_ids: ['SKU-123'],
    },
  }),
});

Anacoic automatically:

• ✅ Routes to Meta CAPI
• ✅ Routes to TikTok Events API
• ✅ Maps event names correctly
• ✅ Hashes PII data
• ✅ Handles retries
• ✅ Provides unified logging

Best Practices

1. Always Include Event IDs

Prevents duplicate conversions:

const eventId = `${orderId}_${timestamp}`;

// Use same ID for both platforms
metaEvent.event_id = eventId;
tiktokEvent.event_id = eventId;

2. Hash PII Consistently

Both platforms expect SHA-256:

function hashPII(value) {
  return crypto
    .createHash('sha256')
    .update(value.trim().toLowerCase())
    .digest('hex');
}

3. Include TikTok Click ID (ttclid)

Capture from URL and pass to TikTok:

// Capture on page load
const urlParams = new URLSearchParams(window.location.search);
const ttclid = urlParams.get('ttclid');

// Store in cookie
if (ttclid) {
  document.cookie = `ttp=${ttclid}; max-age=604800; path=/`; // 7 days
}

// Read cookie when sending events
const ttp = getCookie('ttp');

4. Test Before Production

Meta: Use Test Events tool in Events Manager
TikTok: Use Events Manager Test Events

5. Monitor Event Match Quality

Meta: Check "Event Match Quality" in Events Manager
TikTok: Check "Match Rate" in TikTok Business Center

Aim for >70% match rate on both platforms.

Troubleshooting

Common Meta CAPI Issues

Common TikTok Events API Issues

Which Should You Use?

Use Meta CAPI if:

• You run Facebook/Instagram ads
• You need 28-day attribution
• You have offline events to track
• You want extensive custom event support

Use TikTok Events API if:

• You run TikTok ads
• Your audience is on TikTok (Gen Z, millennials)
• You want lower cost per acquisition (typically)
• You're in e-commerce or app install verticals

Use Both if:

• You run ads on both platforms
• You want complete attribution coverage
• You have the engineering resources
• Or use Anacoic to send to both with one integration

Conclusion

Meta CAPI and TikTok Events API are both essential tools for modern paid social advertising. While they have similar architectures, they differ in:

• Attribution windows (28-day vs 7-day)
• Event naming (slightly different conventions)
• User data requirements (TikTok requires phone)
• Audience demographics (broader vs younger)

The best approach: Use both platforms if you're advertising on both. Server-side tracking on Facebook and TikTok can recover 30-40% of conversions lost to ad blockers and privacy restrictions.

The easiest approach: Use a unified gateway like Anacoic to send events once and route to both platforms automatically.

Resources

• Meta Conversions API Documentation
• TikTok Events API Documentation
• Anacoic Meta CAPI Setup
• Anacoic TikTok Setup

Need help setting up server-side tracking? Book a demo or read our quickstart guide.