Conversions API (CAPI)
The Conversions API is Meta’s server-side event channel: conversions are sent from your server directly to Meta, bypassing browser limitations like ad blockers and cookie restrictions that erode pixel coverage.
Browser-only tracking now misses a meaningful share of conversions to ITP, ad blockers, and consent choices. CAPI restores signal by pairing server events with pixel events — deduplicated via a shared event ID — which improves both reported performance and, more importantly, the data the delivery algorithm learns from.
Quality is measured by Meta’s event match quality score: the more (hashed) customer parameters a server event carries, the more conversions can be matched to users and the better optimization gets. Poor CAPI implementations duplicate events instead of deduplicating them — audit before trusting the lift.
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