CAPI
Conversions API — a server-side tracking method that sends conversion data directly from the advertiser's server to the ad platform.
What CAPI means
CAPI (Conversions API) is a server-side data connection that allows advertisers to send web events, app events, and offline conversions directly from their server to the ad platform's server. Unlike browser-based pixels, CAPI is not affected by ad blockers, cookie restrictions, or browser privacy features like ITP. Meta's Conversions API, Google's Enhanced Conversions, and TikTok's Events API are the primary implementations. CAPI has become essential as privacy regulations and browser changes reduce pixel effectiveness. From a compliance perspective, CAPI still requires proper consent mechanisms — sending data server-side does not exempt advertisers from GDPR, CCPA, or other privacy obligations. Proper data handling and minimization principles must be applied.
Related terms
Pixel
A piece of code installed on a website that tracks user actions and sends data back to an ad platform for measurement and optimization.
Server-Side Tracking
Tracking method where conversion data is sent from the advertiser's server rather than the user's browser, bypassing client-side restrictions.
Conversion
A desired action completed by a user after interacting with an ad, such as a purchase, sign-up, or download.
First-Party Data
Data collected directly by an organization from its own customers and users through direct interactions.