Privacy changes, ad blockers and browser restrictions mean the Meta Pixel alone often misses conversions. The Conversions API (CAPI) sends events directly from your server to Meta.
What CAPI improves
- More complete conversion data
- Better campaign optimisation
- More accurate reporting and attribution
Pixel and CAPI work together
The best setup uses both, with event deduplication so each conversion is counted once.
How to get started
CAPI can be set up through partner integrations, Google Tag Manager server-side containers or custom development. The right choice depends on your website platform.
