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Signals Gateway: What it is & who needs it
Jeff Sauer
February 26, 2026
Meta quietly released something new
While we've been talking about server-side tracking a lot lately, Meta quietly released something you might want to know about.
It's called Signals Gateway.
And if you're running Meta ads with any kind of budget, it's worth understanding what this actually is - because it sits on top of your existing Pixel and CAPI setup.
I put together a breakdown of what Signals Gateway does, how it's different from Conversions API, and whether it makes sense for your situation.
Quick note: This video is sponsored by UserCentrics, who built a managed solution for Signals Gateway. But the infrastructure itself is Meta's, and the concept is useful regardless of how you implement it.
What Signals Gateway Actually Is
Think of it as a first-party data hub that sits between your website and Meta's systems.
Your existing setup probably looks like this:
Browser-side Pixel (catches what it can)
Conversions API (server-side backup)
Signals Gateway adds a third layer - a pixel that lives on your domain instead of Meta's, which browsers treat differently than third-party scripts.
It also handles deduplication automatically and can route data to multiple destinations (Meta, BigQuery, analytics tools, etc.) from one source.
The brands testing this early are seeing 25-33% more conversions tracked compared to Pixel + CAPI alone. Which means Meta's algorithm has better data to optimize on.
The Implementation Challenge
Here's the catch: Self-hosting Signals Gateway means setting up AWS infrastructure, managing Kubernetes configs, handling TLS certificates, monitoring uptime...
That's not a weekend project. That's weeks of DevOps work, then ongoing maintenance.
Most advertisers aren't going to do that. Which is where managed solutions like UserCentrics come in - they handle the infrastructure so you don't have to.
In the video, I walk through:
How Signals Gateway differs from CAPI (with visual examples)
Real performance data from early adopters
Who actually needs this vs. who can wait
What implementation looks like (both self-hosted and managed)
If you're curious about this or just want to understand what's changing in Meta's tracking infrastructure, give it a watch.
To Your Measured Success!
--Jeff Sauer
CEO of MeasureU
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