Conversions API (CAPI)

The Conversions API, usually shortened to CAPI, lets a business send customer events to Meta from its own server rather than relying only on the visitor's browser. It is designed to work alongside the Meta Pixel, giving Meta a more complete and reliable picture of what happens after someone clicks an ad.

Why it exists

Browser-based tracking has become less reliable. Ad blockers, cookie restrictions, browser privacy features and changes such as App Tracking Transparency can all prevent pixel events from reaching Meta. Sending events from a server reduces the impact of these issues, although it does not remove the need for valid consent where privacy laws require it.

How it works

• When a customer completes an action, such as a purchase, your server sends an event to Meta with details like the event name, time, value and hashed customer information.
• If you also use the pixel, both sources send the same event. Meta uses a shared event ID to deduplicate them so the purchase is counted once.
• Events Manager shows an event match quality score that indicates how well your events can be matched to Meta accounts.

How to set it up

Options include native integrations in platforms such as Shopify, partner integrations, Meta's own gateway products and direct API implementations by a developer. The right choice depends on your stack and technical resources.

Why it matters

Better event data supports more accurate reporting, stronger optimisation for Advantage+ campaigns and larger custom audiences for retargeting.