What is CAPI?
Conversions API
Conversions API (CAPI) is Meta's server-side tracking protocol. Sends conversion data from your server to Meta, bypassing browser blockers and iOS privacy restrictions.
- CAPI
- Conversions API (CAPI) is Meta's server-side tracking protocol. Sends conversion data from your server to Meta, bypassing browser blockers and iOS privacy.
Why CAPImatters
Post-iOS 14.5, pixel-only tracking lost 30-40% of signal. CAPI restores most of it. Every Meta advertiser should run pixel + CAPI with event deduplication. Implemented via Stape, Facebook CAPI Gateway, or custom server.
Common mistakes with CAPI
- 1
Relying on cookie-based tracking after 2024. Server-side and first-party data infrastructure are mandatory.
- 2
Letting UTM parameters be set ad-hoc. Standardize source/medium/campaign/content taxonomy or attribution becomes garbage.
- 3
Not validating with Google Tag Assistant + Network tab. Most analytics breaks silently and goes unnoticed for weeks.
How to improve CAPI
Move to server-side GTM and Conversion API for Meta and Google. Match rates above 70% unlock algorithm performance.
Standardize UTM taxonomy across the team. A shared spreadsheet of allowed values removes ad-hoc breakage.
Set up GA4 to BigQuery export for raw data analysis. The default GA4 UI hides too much.
Common questions about CAPI
What is CAPI?▾
Why does CAPI matter for marketing teams?▾
Related terms
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