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What is CAPI (Conversions API)?

A way of sending conversion data to Meta from the server; it complements the browser-based Pixel.

Detailed definition

The Pixel collects data in the browser (cookie-based); since iOS 14.5, App Tracking Transparency (ATT) and cookie restrictions can leave gaps in that measurement, and how much is lost varies by site and audience. CAPI sends conversion events from the server, which reduces the effect of browser restrictions; user consent and good event matching are still required. Set-up routes include Stape, server-side Google Tag Manager and Shopify's Meta integration. When the Pixel and CAPI run together, deduplication (event_id) is essential so the same event is not counted twice.

Examples

  • A purchase blocked in the browser may not appear in the Pixel; when the same event is passed from the server to Meta via CAPI, it can be included in measurement.

Related terms

Meta Pixel JavaScript code that reports visitor behaviour on your site to Meta. Used for building 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 on a server rather than in the browser. Used for privacy, performance and measurement quality despite cookie restrictions. Lookalike Audience An audience of new users who resemble your existing customers; built from a customer list in Meta Ads. Retargeting (Remarketing) Showing ads again to users who visited your site but did not convert.
Category Advertising

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From the same category

Other terms in the Advertising category

Google Ads Google's advertising platform — Search, Display, YouTube, Shopping and PMax campaign types. 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. CAC (Customer Acquisition Cost) The total cost of winning one new customer — CAC = marketing spend ÷ number of new customers. Performance Max (PMax) Google's AI-driven campaign type — it automates the whole inventory of Search, Display, YouTube, Shopping and Maps in a single campaign. Google Shopping Ads E-commerce ads that appear in Google search results with a product image, a price and the brand.
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