Facebook & Meta Ads
Conversions API
CAPI — a Meta tool that sends conversion events server-to-server, bypassing the browser and cookie limits that block the pixel.
The Conversions API (CAPI) sends conversion events from your server directly to Meta, bypassing the browser and cookie limits that quietly kill pixel-only tracking. It is not a replacement for the Meta Pixel, it is the other half of the signal, catching events that ad blockers and iOS restrictions drop.
Pairing CAPI with the pixel recovers events the browser loses, which is a big reason tracker and Facebook data drift apart. Deduplicate the two sources so you do not double-count, then judge on spend versus expected cost per step. A cleaner server signal usually beats chasing the gap in the dashboard.
In buyer speech
“Once we wired CAPI the reported FTDs jumped 20% — same traffic, we were just losing the events browser-side.”