CAPI Gateway
A CAPI gateway is a middle layer deployed between your event sources and an ad platform's Conversions API: instead of every pixel and server component posting events to the platform directly, they send them to the gateway, which aggregates, deduplicates, and forwards them. The gateway turns a many-to-one integration problem into a many-to-one network hop you control.
Meta's Conversions API Gateway
Meta's Conversions API Gateway is a self-serve configuration option in Events Manager for running the Meta Pixel and the Conversions API in a redundant setup, and Meta states that no coding is necessary. The web events flow through a server instance you self-provision in your own cloud environment - AWS EKS, AWS ECS Express, or GCP - which keeps the infrastructure inside the business's own account with predictable costs. Two properties do the heavy lifting: the event_id key is automatically generated and propagated to deduplicate pixel and server events, and Meta claims the setup brings the potential integration time down from weeks to hours or even minutes.
The deployment and trade-offs of running it are covered in the self-hosted Meta CAPI gateway guide, and the choice between gateway and direct integration in the comparison guide.
When a gateway earns its keep
| Gateway | Direct integration | |
|---|---|---|
| Setup | Self-provisioned server instance, no code for the basic path | Your own POST requests or delivery tool |
| Deduplication | Handled by the gateway (event_id auto-generated) | Your responsibility: shared event_id on both channels |
| Infrastructure | Runs in your cloud account, you pay the hosting | None beyond the delivery layer |
| Best fit | Redundant Pixel + CAPI delivery at scale | Lean funnels, tracker-driven delivery |
TikTok ships the same archetype: the Events API Gateway sits between event sources and the Events API, described in the TikTok Events API gateway guide. For a tracker-based affiliate funnel, a delivery automation plays the same architectural role - one endpoint receiving tracker postbacks and formatting per-platform payloads - without the self-hosted infrastructure.