Why people assume you need GTM
A Conversions API takes events from a server, not a browser. Most guides solve that with a server-side Google Tag Manager container, hosted on Google Cloud or by a provider such as Stape, plus tags for each ad platform. It works, and it gives full control. It also means learning GTM, keeping a container running and maintaining tags for every platform.
If you don't already use GTM, there are simpler routes.
The options
| Option | Platforms | What you run | Cost |
|---|---|---|---|
| Meta's one-click setup ("Conversions API with Meta") | Meta only | Nothing; Meta runs it | Free |
| Meta's Conversions API Gateway or Signals Gateway | Meta (Signals Gateway can feed others) | A server in your own cloud account, or a host such as Stape | Cloud or hosting fees |
| Your website builder's own integration | Usually Meta only | Nothing | Included, where it exists |
| Server-side GTM | Any, through tags | A GTM server container and its tags | Hosting, from free tiers up |
| Your own code | Any | A backend that calls each API | Developer time |
| A no-code service such as Signal Beam | Meta, TikTok and ChatGPT ads | Nothing | From $19 a month |
Meta's own options
One-click setup. Since April 2026, Meta lets you turn on a server-side copy of your pixel's events from Events Manager, at no cost and with no code. In Events Manager, choose Connect data, then Web, pick your pixel, then See other ways to set up and Set up with Meta. It mirrors the events your pixel already sends, and you can't choose events or parameters. It's built on the pixel's own events, so independent analyses note it can't send a conversion the pixel never sent.
Gateways. The Conversions API Gateway and the Signals Gateway run on a server in your own cloud account (Meta names AWS and Google Cloud), or with a host that runs them for you. Meta says no coding is needed, but setup suits people with some technical experience, and you pay for the hosting.
Your builder's own integration
- Webflow: the built-in Meta Pixel setting sends browser events only. Webflow's integration page says it doesn't send Conversions API events, and points to marketplace apps for that.
- Framer: we found no built-in Conversions API, only third-party plugins.
- Wix: has a native Meta Pixel and Conversions API connection, on premium plans with a connected domain.
- Squarespace: has a built-in Meta Pixel; we found no built-in Conversions API.
- WordPress: Meta's free official plugin supports the Conversions API.
These cover Meta. For TikTok or ChatGPT ads, you need something else.
How to choose
- Only advertising on Meta, and happy with what your pixel sends? Start with Meta's one-click setup. It's free.
- Already using GTM, or need a platform no one else covers? Server-side GTM gives you the most control.
- Advertising on more than one platform, without GTM or a developer? That's what a no-code service is for. Check which builders and platforms it really supports, and how it handles consent.
Whatever you choose
- Keep the pixel, and give the browser and server copies the same event ID so each conversion counts once.
- Hash customer details (email, phone) with SHA-256 after normalising them. See event match quality.
- Respect consent. A server copy isn't a way around a visitor's refusal. If your site needs consent, nothing should be sent before the visitor agrees.