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What is Facebook Conversions API?

Facebook Conversions API Facebook CAPI Meta Conversions API server-side Facebook tracking Facebook pixel alternative CAPI vs Pixel Facebook server events

Quick Answer

Facebook Conversions API (CAPI) is Meta's server-side tracking solution that sends web events, app events, and offline conversions directly from your server to Meta's servers - bypassing browser limitations like ad blockers, iOS restrictions, and cookie expiration. Unlike the Meta Pixel which runs in the browser, CAPI creates a direct server-to-server connection. Meta recommends using both together for complete funnel coverage and reliable event deduplication.

Full Answer

Facebook Conversions API (CAPI) is Meta's server-to-server tracking solution. Instead of relying on JavaScript running in a user's browser, CAPI sends conversion data directly from your server to Facebook's servers. How It Works Traditional Pixel (browser-based): Conversions API (server-based): What CAPI Sends The same events as the Pixel, but from your server:

  • Purchase: Order completed with value
  • Lead: Form submission
  • AddToCart: Product added
  • InitiateCheckout: Checkout started
  • ViewContent: Product viewed
  • Custom events: Whatever you define Why Facebook Created CAPI Three converging forces made Pixel insufficient: 1. Browser restrictions: Safari, Firefox block tracking 2. iOS 14 ATT: App tracking opt-out 3. Ad blockers: 25-40% of users block pixels Facebook's ad algorithm needs conversion data to optimize. When Pixel can't deliver, CAPI fills the gap. CAPI vs Pixel | Feature | Pixel | CAPI | |---------|-------|------| | Runs in | Browser | Server | | Ad blocker...

Sources

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Cherry Tree by Seresa - https://seresa.io/seed/facebook-meta-tracking/facebook-capi-explained