Measurement
Meta Conversions API (CAPI)
A way to send conversion events, such as a lead or a purchase, from a company's own server straight to Meta, instead of through the browser alone.
What it is
Browser tracking misses events when cookies are blocked or a page closes early. Sending the same event from the server fills many of those gaps.
Why it matters
For lead generation and e-commerceBetter event data gives Meta's delivery a clearer signal of what a good result looks like. LinkedIn and Google offer similar server-to-server options.
In practice
Send each event from both the pixel and the server with one shared event ID, so Meta counts it once.
A common mistake
Sending events twice without a shared ID, which double counts results and misleads the bidding.
All terms