CAPI
DefinitionCAPI (Conversions API) is a connection that lets your website’s or shop’s server send events straight to Meta. It backs up the pixel with events that get lost in the browser because of ad blockers and privacy settings.
How it works
The pixel and CAPI send the same events by two routes. To stop Meta counting a purchase twice, both sources pass the same event ID and Meta removes the duplicates, a process called deduplication. You can set CAPI up through your shop platform’s integration, through a server-side Tag Manager container or with custom code. For our clients, CAPI only sends data once marketing consent has been given, and personal data such as email addresses reaches Meta hashed.
- Pixel: Purchase
- order-1042
- CAPI: Purchase
- order-1042
- =Meta counts
- 1 purchase
The ID is illustrative.
What it means for you
More matched events mean more accurate conversion data and campaigns that learn faster. You can see how well the connection is working in Events Manager, under event match quality.
From our accounts
CAPI set up without a shared event ID has the same effect as a double pixel: purchases counted twice. After every setup, we compare the purchases in Events Manager with the shop’s orders for the same days.
We set up CAPI through your shop’s integration or server-side Tag Manager, depending on your scale and privacy requirements.
Web analytics