Overview of Meta Conversions API (CAPI)

Meta Conversions API (CAPI) is a server-side tracking tool that lets you send conversion events directly from your server to Meta. Unlike client-side tracking, which can be affected by ad blockers or privacy settings, Meta CAPI provides more accurate and consistent data by bypassing the user's browser.

With Meta CAPI, you can track key actions like purchases, form submissions, page views, and app events. These events are linked to your Meta ads, helping improve targeting, conversion reporting, and the overall effectiveness of your ad campaigns.

Benefits of Meta Conversions API

• More accurate tracking: with web-based tracking, a significant portion of conversions may be missed due to client-side tracking issues. Meta CAPI bypasses browser limitations like ad blockers, ITP (Intelligent Tracking Prevention), and iOS privacy rules.
• Improved data quality: since Meta CAPI operates on the server, you have full control over what user and event data is sent to Meta, resulting in cleaner and more reliable data.
• Better campaign attribution: Meta CAPI supports 1st party cookies when the tagging server is on your domain. These cookies last up to 2 years, unlike 3rd party cookies that can expire in 7 days due to ITP. This helps Meta better attribute conversions to your ads.
• Offline event tracking: Meta CAPI allows you to track conversions that happen off your website, like phone orders, and attribute them to Meta campaigns using user data.
• Future-proof solution: as browser and platform privacy restrictions grow, Meta CAPI provides a more sustainable tracking method that aligns with evolving ad tech rules.

To configure Meta conversion tracking, there are three options:

• sGTM setup: more customizable and flexible, but also more complex.
• Meta Conversions API Gateway: easy and streamlined setup, but more barebones functionality (no tracking of offline events, less control over the data.)
• Signals Gateway: same as the previous option, but a newer solution developed by Meta with the promise of additional functionality in the future.

FAQ

How does Meta CAPI differ from Meta Pixel?

The Meta Pixel is a client-side tracking tool, meaning it runs in the user’s browser. On the other hand, Meta Conversions API is a server-side tracking method that sends data directly from your server to Meta. This results in several key differences:

1. Meta CAPI is more resistant to ad blockers, privacy tools, and browser restrictions (like Safari’s Intelligent Tracking Prevention) that often limit or block the Pixel.
2. Also, with the Pixel, you rely on 3rd party cookies that can expire quickly or get blocked, while Meta CAPI can use 1st party cookies if your tagging server is on your domain, which helps keep tracking accurate for longer. 
3. Another difference is offline event tracking: Meta CAPI lets you send data about actions that happen outside your website, like phone orders or in-store sales. The Pixel can’t do that.
4. Meta CAPI also gives you more control over the data you send. You decide what to track and when. 

Please take note that Meta recommends using both the Pixel and CAPI together to get the most complete picture of user behavior. If you do this, make sure to set up event deduplication.