What is Conversions API?
Meta Conversions API (CAPI) is a server-to-server connection that allows you to send conversion data directly from your servers to Meta's advertising platform. Unlike the Meta Pixel which relies on browser-based tracking CAPI provides a more reliable privacy-compliant way to measure and optimize your advertising campaigns.
Key Benefits of Conversions API:
- Privacy-compliant tracking - Works without relying on browser cookies or client-side scripts
- Improved data quality - Server-side implementation reduces data loss from ad blockers
- Better attribution - More accurate conversion tracking across devices and sessions
- Enhanced measurement - Captures conversions that pixel alone might miss
How Conversions API Works:
CAPI sends conversion events directly from your server to Meta's servers using secure API calls. This includes:
- Purchase events with detailed transaction data
- Lead generation and form submissions
- Custom conversion events specific to your business
- Offline conversions from CRM or phone sales
Implementation Options:
- Direct API integration with custom development
- Partner integrations through platforms like Shopify
- Third-party tools and middleware solutions
- Meta Business Tools for simplified setup
Best Practices:
For optimal results use CAPI alongside Meta Pixel for redundant data collection and improved measurement accuracy. This dual approach maximizes your data capture while maintaining privacy compliance.