The Conversions API Path

Browser pixels are increasingly blocked or limited, so platforms offer a server-to-server route. Meta's Conversions API (CAPI), and equivalents elsewhere, let your server or CRM send conversions directly to the platform.

Why and how

• It is resilient to ad blockers and browser cookie limits.
• It naturally fits offline and CRM events, which never touch a browser.
• When paired with the browser pixel, both send a shared event_id so the platform deduplicates and counts one conversion.