Both Meta Conversions API (CAPI) Gateway and Signals Gateway help send data from your website or app to Meta, but they differ in scope and purpose.
Meta Conversions API Gateway is focused on server-side conversion tracking specifically for Meta. It sends web event data (such as purchases, sign-ups, content views, etc.) directly to Meta’s ad platform to improve ad performance and attribution.
Signals Gateway is a broader, more powerful data hub designed to manage and share first-party marketing data from multiple sources - including website events, app events, business messaging, offline conversions, and CRM data.
Since Signals Gateway operates independently from Meta, it gives you full control over where your data destinations. You can share data not only with Meta but also with other platforms like Google BigQuery for advanced analysis.
Signals Gateway uses the newest Signals Pixel, which offers higher tracking accuracy and can deliver even better results in terms of CPA and targeting.
That said, we recommend using both Meta Conversions API Gateway and Signals Gateway for maximum tracking accuracy. You can set up both gateways in Bïrch:
1️⃣ Quick Start with Meta CAPI Gateway
2️⃣ Full Signals Gateway Setup
This is how each set up improves tracking:
Meta CAPI Gateway = helps bypass ad blockers,
Meta CAPI Gateway + Data routing = help bypass ad blockers + 3rd party cookies (partially),
Signals Gateway + Data routing = help bypass ad blockers + 3rd party cookies (fully).