Getting Started with CAPI

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.

What has changed?

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 missing data because it allows you to send your conversion data server-side, which avoids ad blockers and gives you more control over what data you share and when. And, with your customer data being sent server-side, you can also enrich the data you send to Facebook with the first and zero-party data you’ve earned within Tradable Bits.

Still have questions? Please reach out to your Digital Ads Manager for further assistance.