Metrico glossary
Conversions API (CAPI)
A Conversions API is a server-side interface used to send eligible conversion or event data from a business system to an advertising platform.
Definition
In Meta terminology, Conversions API is a server-side event-sharing interface that can complement browser Pixel events. Server-side delivery can improve resilience and event matching when configured correctly, but it does not remove consent, privacy, deduplication, data-quality, or attribution limitations. Similar server-side conversion interfaces exist across advertising ecosystems under different names.
What to remember
- Server-side does not mean consent-free or privacy-rule-free.
- Browser and server events often require deduplication identifiers.
- Event quality depends on accurate event names, parameters, timing, and matching data.