Conversions API
Also known as: CAPI, Meta Conversions API, Facebook Conversions API
The Conversions API, often shortened to CAPI, is the interface Meta provides for a shop to report a sale from its own server rather than from the shopper's browser. Because the report leaves a server, an ad blocker or a browser privacy setting cannot stop it, which is why sales the pixel loses still reach Meta.
How is the Conversions API different from the Meta pixel?
The Meta pixel runs inside the shopper's browser and reports from there. The Conversions API reports from the shop's server. The pixel can be blocked by an extension or limited by a browser; the server call cannot. Most shops run both, and Meta merges the pair so one sale is counted once.
Does the Conversions API replace the pixel?
No, and Meta does not recommend replacing it. The pixel still supplies signals the server does not see, such as browsing behaviour before checkout. The two are meant to run together, matched on a shared event identifier so that a sale reported twice is still counted once.
What does the Conversions API not fix?
It does not recover consent a shopper refused, and it does not identify anyone the shop does not already know. The Conversions API changes where the report is sent from, not what the shop is allowed to know. A sale from a shopper who declined tracking stays out.
Sources
- wesaw scores 9.3 out of 10 on purchase events, read from Meta Events Manager on 21 August 2026. The same store read 8.0 on 18 August, when only the server half was reporting.wesaw, own test store
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