Tracking
Conversions API (CAPI)
Meta's server-side conversion API replacing client-side pixels.
Conversions API (CAPI) is Meta's server-to-server conversion-event protocol, intended to supplement (eventually replace) the client-side pixel. Same idea on Google (Enhanced Conversions), TikTok (Events API), Pinterest (Conversions API). Operators run pixel + CAPI in parallel for redundancy and dedupe by event_id. CAPI is now mandatory on most large Meta accounts to keep the algorithm well-fed under iOS 14.5+ signal loss.
Example
Shopify store fires Meta pixel client-side AND CAPI server-side on every Purchase event, with matching event_id. Meta dedupes; matched-conversion volume restored to 92% of pre-iOS-14.5 baseline.