Conversions API (CAPI)
The Conversions API is a server-side tracking solution that sends conversion data directly from your server to Meta. Unlike the Pixel (browser-based), CAPI isn't affected by ad blockers, iOS privacy restrictions, or cookie limitations, providing more accurate attribution.
Example in Practice
"After implementing CAPI alongside the Pixel, we recovered 25% of previously unattributed conversions and improved our event match quality score to 8.5."
Related Terms
Aggregated Event Measurement (AEM)
Aggregated Event Measurement is Meta's protocol for measuring web events from iOS 14+ users who opt out of tracking. It limits you to 8 prioritized conversion events per domain and uses modeled data to fill attribution gaps.
Meta Pixel
The Meta Pixel is a JavaScript code snippet you add to your website to track visitor actions. It collects data on page views, purchases, add-to-carts, and other events, enabling conversion tracking, retargeting audiences, and campaign optimization.
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