What is Facebook CAPI (Conversions API)?

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Quick Answer

Facebook Conversions API sends conversion events directly from your server to Facebook, bypassing browser limitations. It improves match rates by including hashed customer data (email, phone) that connects ad clicks to purchases even across devices. Case studies show 13-25% attribution improvement.

Full Answer

Facebook CAPI is server-to-server communication that sends purchase events directly to Facebook with enriched customer data. Unlike the pixel (browser-based, blockable), CAPI includes hashed emails and phone numbers that Facebook matches against logged-in users. This closes attribution loops across devices. Facebook recommends running both pixel and CAPI with deduplication.