Glossary
Conversions API (CAPI)
The Conversions API, or CAPI, sends conversion events from your server or CRM directly to Meta, instead of relying only on the browser pixel.
Example
When a lead becomes a paying customer in your CRM, that sale is sent to Meta through the Conversions API, even though it happened offline.
How to read it
The Pixel sees the browser; the Conversions API sees your business. Together they give Meta the full picture.
Why it matters
Browsers and privacy settings block some pixel data. CAPI fills the gaps and lets Meta learn from real sales, not just form fills.
Common mistakes
- Sending the same event from both pixel and CAPI without deduplication.
- Sending events without enough customer data to match.
- Only sending leads, never the sales.
How to improve Conversions API
- Send the same events as the Pixel, with deduplication.
- Include customer details Meta can match, such as email and phone, hashed.
- Send offline sales from your CRM, not just website leads.
- Check event match quality in Events Manager.
Sources: Meta for Developers: Conversions API
Related: CTRL Track
Related terms
Meta PixelThe Meta Pixel is a piece of code on your website that tells Meta when people who saw your ads take actions like viewing a page, filling in a form or booking.Advantage+ (Meta)Advantage+ is Meta's set of automated ad features that use its AI to choose audiences, placements and creative combinations for you.Marketing AttributionMarketing attribution is working out which ads and channels led to each lead and sale, so you know what's actually working.