What is Conversion API (CAPI)?

Understanding CAPI

Conversion API complements the pixel to reduce data loss from ad blockers, privacy features, and browser changes. Running both together with deduplication improves match rates and attribution stability. Server‑side events are less prone to client errors and late fires. Clean parameter mapping (values, currency, content_ids) ensures events are comparable. Event match quality improves when user data is hashed and sent consistently.

Implementation requires coordination between marketing, engineering, and analytics. Mirror event names and parameters across pixel and Conversion API so reports align. Use consistent event_id values to deduplicate reliably. Validate flows in Events Manager and monitor diagnostics for drops in match quality. Establish retry logic and alerting on your server to prevent silent failures. Document ownership and SLAs for ongoing maintenance.

Why CAPI matters

Conversion API matters because it increases reliability versus browser‑only tracking and preserves optimization signals. Better matching with server‑side data reduces under‑reporting that skews bidding. It also stabilizes attribution during privacy and browser changes.

• Reliability: Fewer missing events.
• Accuracy: Better matching with server-side data.
• Optimization: Stronger signals for value-based bidding.

How CAPI works

Conversion API works by sending server‑side event payloads (event_name, value, currency, content_ids, user_data) directly to the platform. The pixel still fires client‑side; shared event_id values allow deduplication so each conversion counts once. Hash user data per platform specs to improve matching while protecting privacy. Align time stamps and parameters so events reconcile with backend orders. Monitor event match quality and diagnostics to catch issues early. Keep schemas version‑controlled so changes don’t break reporting.

Key Takeaways

• Conversion API (CAPI) sends conversion data server-to-server, bypassing browser limitations and improving attribution.
• Pair CAPI with pixel tracking and use event_id deduplication to avoid double-counting.
• CAPI improves signal quality, especially in iOS 14.5+ and cookie-restricted environments.
• Implement CAPI early to future-proof measurement and improve platform optimization.