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It was awhile ago when I ran pixel-only and thought everything was fine until results got inconsistent. The issue is the pixel depends on the browser, so ad blockers, iOS privacy stuff, and even slow page loads can drop events. That means the platform is optimizing on incomplete data.
Adding Conversion API basically gives you a second path for sending the same events, but from your backend. When both are deduplicated correctly, you get a more complete picture of what’s actually happening. It’s not magic, but it does reduce those weird gaps where you see sales but ads manager doesn’t.
Just make sure it’s set up clean. If events aren’t deduplicated properly, you can mess up your data instead of improving it. Once it’s stable though, it usually helps especially if you’re spending consistently.
