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Glossary · Measurement

What is Conversions API?

Also known as CAPI.

Definition

The Conversions API (CAPI) is Meta's server-side channel for sending conversion events directly from your server or ecommerce platform to Meta, rather than relying on the browser pixel. It runs alongside the pixel, not instead of it, with a shared event ID so Meta can deduplicate events that arrive twice. Its purpose is to recover signal lost to ad blockers, browser tracking prevention and cookie limits.

What to know

Event match quality decides whether it is worth anything. Sending an IP address and user agent gives Meta almost nothing to match on. Adding hashed email, phone, name and the click identifiers fbc and fbp raises match quality and with it the share of conversions correctly attributed.

A badly configured CAPI is worse than none, because it inflates counts rather than shrinking them. If deduplication is broken, one purchase arrives as two, and every number built on it including ROAS is wrong in the flattering direction.

Related terms

PixelA pixel is a snippet of JavaScript on your site that reports visitor actions back to an ad platform: page view...Server-side trackingServer-side tracking sends conversion data to ad platforms from your own server rather than from the visitor's...Attribution windowAn attribution window is the period after seeing or clicking an ad during which a conversion is still credited...ROASROAS (return on ad spend) is the revenue generated by advertising divided by the amount spent on it. A campaig...

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