Conversion API — CAPI
Meta server-to-server channel that recovers data lost by Pixel post iOS 14.
Definition
The Conversion API (CAPI) is a server-to-server API by Meta (Facebook, Instagram, WhatsApp, Threads) that lets you send conversion events (purchase, add_to_cart, lead, etc.) directly from your server to Meta servers, in parallel or alternative to the traditional Meta Pixel JavaScript.
Introduced by Meta in 2020 and become standard in 2021 after iOS 14 (App Tracking Transparency), which drastically reduced client-side Pixel effectiveness on Apple devices.
Pixel vs Conversion API
| Aspect | Meta Pixel (client) | Conversion API (server) |
|---|---|---|
| Runs from | User browser (JS) | Site server |
| Reliability post iOS 14 | ~50-60% | ~95% |
| Ad blocker | Blocked | Bypassed |
| Setup | JS snippet | Backend dev or GTM server |
| Page performance | Heavy (JS, fetch) | Zero impact |
| Available data | Client only | Complete backend (e.g. real DB orders) |
Recommended setup: Pixel + CAPI in parallel
Meta recommends hybrid setup: Pixel JavaScript for cross-device attribution + CAPI for data reliability. Events are deduplicated via unique event_id shared between channels.
CAPI on WooCommerce
WooCommerce natively supports CAPI thanks to full PHP backend. Ready plugins exist (Pixel Manager, PixelYourSite Pro) and custom implementations via GTM server. Shopify integrates CAPI but with limitations on data sent. Magento is feasible via official modules.
Related service
Complete CAPI setup + dedup with Pixel + GTM server is one of our most requested services for ecommerce with active Meta Ads. Typically implemented as part of SEO + GEO positioning or hour package (5h €350 / 10h €600).
See also: server-side tagging · GEO · headless commerce · glossary index