Conversion API (CAPI)
01 Definition
Conversion API (CAPI) meaning: A method that sends conversion events to an ad platform directly from a server instead of the browser.
A Conversion API lets an advertiser's own server send event data, such as purchases or leads, straight to an ad platform. It supplements or replaces browser pixels, reducing data loss from blockers and consent limits. It still requires accurate event setup and matching identifiers, and it must follow the platform's data and privacy rules.
Also called
Why it matters
How Conversion API (CAPI) fits the work
Server-to-server conversion sending recovers signal lost when browsers block pixels, helping optimization and reporting stay closer to the true number of conversions.
In context
After the pixel started missing purchases from privacy browsers, the team added the Conversion API and passed hashed emails to improve event matching.
Practical note
Sending the same event by both pixel and Conversion API needs proper deduplication using a shared event ID, or the platform may double count conversions.