Data
Conversions API
Meta's server-side tracking solution that sends conversion events directly from your server to Meta's ad system. Improves data accuracy, signal quality, and match rates compared to pixel-only tracking. Should run alongside the Meta Pixel in a redundant setup with deduplication to maximize event coverage. Properly implemented CAPI improves Meta's reported ROAS through better event matching and reduces CPA by improving the algorithm's optimization signal quality.
Why it matters
It is Meta's server-side path and now the difference between a well-fed optimisation model and a starved one, independent of what it does for your reporting.
In practice
Send the same event from both browser and server with a matching event_id. Meta deduplicates on that field and will double-count without it.
Related terms