Updated
The Conversions API (CAPI) is a Meta interface that lets your website or store send events such as purchases, leads or registrations directly from your server to Meta. It complements the Meta Pixel, which reports the same events from the browser.
Why do you need the Conversions API?
Ad blockers, browser restrictions and declined cookies mean the Pixel alone misses part of your conversions. Without that data, Facebook and Instagram campaigns optimize less effectively and the cost per result goes up. CAPI closes part of that gap.
Pixel and CAPI together
Meta recommends running both. To avoid double counting, matching events share the same event ID and Meta merges them (deduplication). The Event Match Quality score in Events Manager shows how well your events can be matched to Meta users.
How is it set up?
- With ready made integrations for Shopify, WooCommerce or Shopware
- With a server-side Google Tag Manager container, see server-side tracking
- With Meta’s Conversions API Gateway
- With a custom integration for in-house systems
Respect consent
In the EU, events sent through CAPI also require the appropriate consent in the cookie banner. That consent therefore has to reach the server too, similar to Consent Mode v2 for Google.
Digitalman sets up the Pixel and the Conversions API for Facebook and Instagram campaigns. Learn more on our Facebook ads agency page.
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