Facebook Conversions API is a native Facebook tool that allows businesses to send information about customer events happening on their website server, CRM, and other databases directly to the Facebook server-side API. This enables more accurate tracking of audience behavior and triggers, leading to better sales and hyper-targeted ad campaigns. Unlike the Facebook pixel, which relies on user consent for data-sharing, Facebook Conversions API allows businesses to sidestep this limitation by sending data from their own site and CRM directly to Facebook. To get started, businesses can set up a manual connection or use Zapier integrations to simplify the process. Once in place, Facebook Conversions API enables tracking of different events, use of native tools for audience analytics, and setup of full-funnel campaigns to account for various stages of the buyer's journey.