Here's a quick explainer on CAPI, what changed and what it means for you.
As marketers, we rely heavily on data for our advertising and outreach. Generally, a significant portion of “conversion” data has come from browsers.
Since 2020, new privacy regulations have forced marketers to adapt to cookie-less tracking, reshaping how we approach data acquisition and activation. This new landscape is where Meta Conversion API (CAPI) comes into play.
What is CAPI?
CAPI is a way to send conversion data (like adding items to a cart or completing a purchase) directly from your server to Meta’s server. This server-to-server method removes the reliance on browser-based pixel tracking, helping you more effectively get the right signals for audience building and campaign optimization.
Meta Conversion API is a new advertising tool that sends conversion data server-to-server, removing reliance on browser-based pixel tracking. Tradable Bits’ is introducing CAPI as a method for tracking conversions.
What has changed?
As of early 2025, Meta deprecated previous offline conversion methods and are now solely reliant on CAPI for tracking your conversions. This means that the Tradable Bits platform has now shifted to CAPI.
Prior to CAPI, a pixel would send these conversion events from your website to Meta (via browser) by placing a cookie on the user’s browser. This would allow you to track things like button clicks and page views. As we’ve said above, the security and privacy environment has changed significantly over the past few years, and today, many of these client-side conversion events are no longer being collected by pixels (due to third-party cookie blockers, new regulations, etc.)
CAPI is one way to fill in this lost data, because it allows you to send your conversion data server-side, which avoids things like ad blockers and gives you more complete control over the data you choose to share and when you share it. And, with your customer data being sent server-side, you can also enrich the data you send to Facebook from the first and zero-party data you’ve earned within Tradable Bits.
How does CAPI impact Tradable Bits?
If you are a Tradable Bits partner that has been using Offline Conversion server-side tracking, you already have been or soon will be migrated over to CAPI. While the API that is used to send data to Meta will change, the ability to track conversions and take advantage of existing Ticketing integrations will not change.
Key change to expect:
- For tracked conversions, you will no longer see a delineation between “online and offline” events. All events will be considered “online” if not purchased in a physical store.
What do I do next?
If you already have a ticketing integration configured we can help to setup the connection for that platform. Please reach out to your Digital Ads Manager for support with this.
Still have questions? Please reach out to your Digital Ads Manager for further assistance.