PPC & Paid Media Get the Meta CAPI Setup Guide
Conversions API (CAPI)
A server-side tracking method — used by Meta, Google, and others — that sends conversion data directly from a business's server to the ad platform, bypassing browser-based limitations like ad blockers and cookie restrictions. CAPI significantly improves the accuracy of ad attribution.
Why it matters
Without it, browser privacy changes mean a growing share of real conversions simply never get reported back to the ad platform — making campaigns look worse than they are.
Related terms
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