What is Meta Conversions API (CAPI)?
How is it different from the pixel?
The tracking pixel is a snippet of code that runs in the visitor's browser and sends actions to Meta. The Conversions API sends events from your own systems instead, such as your shop platform or CRM (customer relationship management system).
Meta recommends implementing the Conversions API alongside the Pixel, not instead of it2. So CAPI is a second route, and Meta's recommended setup uses both.
Why does it need deduplication?
If the browser and the server both send the same purchase, Meta can see it twice. The control is event deduplication: the same event name and the same event ID on both routes, with a 48-hour window from the first event2. The common mistake is covered in Meta pixel and Conversions API deduplication.
What the Conversions API is not
- Not a repair for attribution. It changes what Meta receives. It does not change how credit is split or whether the ads caused the sale.
- Not a consent shortcut. Which data you may send is a question your counsel decides, not the tracking setup.
- Not the same as server-side tracking. Server-side tracking means collecting data on a server you control and passing it to analytics and ad platforms. CAPI is one specific interface to one platform.
The product name is "Conversions API", plural. You will often see "Conversion API". It is the same thing.
For ZFD: "We have set up CAPI" is where a tracking review starts, not where it ends. We look at duplicates and match quality in an ecommerce tracking audit.
Easily confused with
Conversions API vs Event Match Quality (EMQ)
Meta's score of how well customer details sent with server events match Meta accounts.
Conversions API vs Conversion APIs in general
Meta, TikTok and Google each have their own. For the wider picture, see conversion APIs for ecommerce.
Conversions API vs Server-side tracking
The wider method. CAPI is one interface within it.
FAQ
Does the Conversions API replace the Meta pixel?
No. Meta recommends running it alongside the Pixel2. The two routes then need matching event names and IDs.
Will the Conversions API close the gap between Meta and my shop?
Not on its own. Gaps also come from attribution windows, credit rules and duplicates. Check each before blaming the pipe.
Is the Conversions API the same as server-side tracking?
No. Server-side tracking is the general method. The Conversions API is Meta's interface for it.
Sources
Let’s find what’s actually working.
Next step. Not sure your tracking counts each sale once? Start with our measurement and tracking audit.