Glossary · Meta Conversions API, CAPI
What is Meta's Conversions API (CAPI)?
The Conversions API (CAPI) is the channel through which a server or CRM sends events directly to Meta. The pixel only sees what happens on the website, while the API can send the stages after an inquiry: qualification, meeting, reservation. With those events, ads learn to find buyers instead of people who just fill out forms.
Pixel vs. Conversions API
- The pixel runs in the browser, sees visits and form submissions, and loses some data to ad blockers.
- The Conversions API runs from the server, doesn't depend on the browser, and sends events from the CRM.
- They're usually used together: matching events share an event_id so Meta doesn't count them twice.
What a developer should send
Funnel stages recorded as facts: qualified, meeting held, reservation. It's best to optimize ads for the stage closest to a sale that still happens often, usually qualification or meeting. Step by step: Meta Conversions API and CRM.