the Facebook Conversion API (CAPI) is a tool that allows businesses to send web events from their servers directly to Facebook. This API complements the Facebook Pixel and helps improve the accuracy of event tracking, especially in situations where browser-based tracking might be limited due to browser restrictions or ad blockers.
Here are some key points about the Facebook Conversion API:
Enhanced Data Control: CAPI gives businesses more control over the data they share with Facebook, allowing them to track events that occur on their servers and improve the quality of the data sent.
Improved Event Match Quality: By using CAPI alongside the Facebook Pixel, businesses can enhance event match quality, which helps Facebook deliver better personalized ads and improve ad performance.
Increased Reliability: Server-side tracking with CAPI can capture data that might be missed by client-side tracking due to issues like network connectivity, ad blockers, or cookie restrictions.
Data Completeness: CAPI can capture a wider range of events, including those that happen offline or outside the scope of the Facebook Pixel, ensuring more comprehensive event tracking.
Better Attribution: By providing additional data points, CAPI helps improve the accuracy of Facebookâs attribution models, giving businesses a clearer picture of how their ads are performing.
Compliance: CAPI helps businesses comply with data privacy regulations by allowing them to manage how user data is collected, stored, and shared.