Pan Innovation House Pan Innovation House
+90 543 930 12 72
Discovery call →
Advertising

What is CAPI (Conversions API)?

The method of sending conversion data to Meta from the server. The complement to the Pixel since iOS 14.5.

Detailed definition

The Pixel collects data in the browser (cookie-based); with ATT (App Tracking Transparency) from iOS 14.5 onwards, 30-40% of that data was lost. CAPI sends conversions server-side and is not affected by cookie restrictions. Set-up: Stape, Google Tag Manager Server-Side, the Shopify CAPI app and similar. CAPI + Pixel together = the data quality score is pushed to its maximum.

Examples

  • An iOS user's purchase does not show up in the Pixel; it is captured once CAPI passes it from the server to Meta.

Related terms

Meta Pixel Meta's JavaScript code that tracks visitor behaviour on your site. Critical for audiences and conversion optimisation. Meta Ads (Facebook + Instagram) Meta's advertising platform — ads shown on Facebook, Instagram, Messenger and WhatsApp. Server-Side GTM (Server-Side Tagging) Running tags from the server rather than the browser. The answer to privacy, performance and the death of third-party cookies. Lookalike Audience A pool of new users whose demographics and behaviour resemble your existing customers — used on both Meta and Google. Retargeting (Remarketing) Showing ads again to users who visited your site but did not convert.
From the same category

Other terms in the Advertising category

Lookalike Audience A pool of new users whose demographics and behaviour resemble your existing customers — used on both Meta and Google. Retargeting (Remarketing) Showing ads again to users who visited your site but did not convert. Google Ads Google's advertising platform — Search, Display, YouTube, Shopping and PMax campaign types. Meta Ads (Facebook + Instagram) Meta's advertising platform — ads shown on Facebook, Instagram, Messenger and WhatsApp. CPC (Cost Per Click) The advertising cost you pay for each click. It varies with the sector and the level of keyword competition. ROAS (Return on Ad Spend) The revenue returned by an advertising investment — ROAS = revenue ÷ ad spend.
See the full glossary →
Call Free strategy call →