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Paid Media

Conversions API (CAPI)

The Conversions API sends conversion events to ad platforms directly from your server, recovering the signal lost when browsers and ad-blockers break the pixel.

What it means

Meta''s CAPI (and Google''s equivalent) is the server-side counterpart to the browser pixel. Your server sends purchase, lead, and signup events straight to the platform, deduplicated against the pixel, so conversions are not lost to Safari''s ITP, ad-blockers, or flaky connections.

Why it matters

Browser tracking now misses a large share of events. CAPI restores that signal, which directly improves the platform''s optimisation and the accuracy of your reported ROAS. For any serious paid programme in 2026, it is table stakes, not optional.

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