The Conversions API is a server-side tracking method that sends data directly from your server to Meta, bypassing the browser.

Conversions API (CAPI) Explained

Why It Matters Now

Browser-based tracking (like the standard Pixel) is increasingly unreliable due to:

  • iOS 14.5+ privacy changes
  • Browser ad blockers
  • Cookie restrictions

CAPI ensures your conversion data reaches Meta even when browser tracking fails.

Browser Pixel vs. Conversions API

  • Browser Pixel: Client-side tracking, affected by ad blockers and iOS 14.5+, simple setup
  • Conversions API: Server-side tracking, not affected by ad blockers, less impacted by iOS changes, more technical setup

Our Recommendation

We implement both Pixel and CAPI together for redundant tracking. This is now best practice for any serious advertiser on Meta platforms.