What is Meta CAPI? 3 Reasons Advertisers Need It in 2025

Meta CAPI, or Meta Conversion API, allows advertisers to send data from their own servers directly to Meta. This solves an issue that the Meta Pixel is running into nowadays — inaccurate ad measurement and tracking. Today, we’ll explore why it’s best to use both the Meta Pixel and CAPI together.

In this article, we’ll cover: 

• What the Meta CAPI is and how it works
• Key benefits
• Meta CAPI vs Pixel
• Why advertisers need Meta CAPI in 2025
• How to set it up
• Best practices for using it
• Mistakes to avoid

Let’s start by talking about what the Meta CAPI is.

What is Meta CAPI?

Meta’s Conversions API (Meta CAPI) is a server-side tool that helps businesses track conversions more accurately by sending data directly from their server to Meta (owner of Facebook). Unlike the Meta Pixel, which relies on browsers and cookies, Meta CAPI works server-to-server, which makes it more reliable — even when users opt out of tracking or use ad blockers.

Meta CAPI exists because traditional tracking methods are becoming less effective. It was created because advertisers needed a way to track conversions without relying only on the Meta Pixel, which is no longer as reliable because of globally increasing privacy restrictions (and the fact that more people are blocking cookies).

Why was Meta CAPI created?

Before we talk about why the Meta CAPI was created, it’s important to know about its predecessor. The Meta Pixel is a small piece of code added to a website that collects data from visitors’ browsers and sends it back to Meta. 

The problem with Pixel is that its data wasn’t that good. It could be affected by privacy settings, cookie restrictions, ad blockers, and even slow-loading pages. If a user’s browser blocks the Pixel or if they disable tracking, businesses lose valuable insights about how their ads are performing.

Plus, Apple’s iOS 14.5 update introduced a big change by adding the App Tracking Transparency framework. Essentially, apps had to ask users for permission before sharing their Identifier for Advertisers (IDFA) with third parties for tracking purposes.

Naturally, most people said no, which made it much more challenging for businesses using the Pixel to measure ad results. And with Apple having a US market share of 53.1% between 2012 and 2024, you can see why that could have been an issue. 

Meta CAPI fixes this problem by sending data directly from a business’s own server to Meta. However, Meta recommends that you use both the Pixel and CAPI together to make sure you’re getting enough data to improve your ad targeting.

Browser ad blockers

Many people use ad blockers or privacy-focused browsers that stop the Meta Pixel from working properly. But since the Meta CAPI doesn’t rely on cookies or browsers, it can track conversions even when the Pixel is blocked, helping businesses see the full impact of their ads.

More accurate attribution

With better tracking, advertisers get a clearer picture of what’s working. Instead of missing conversions due to privacy settings or ad blockers, Meta CAPI helps to make sure that businesses see the real results of their ads, leading to more strategic decisions and better ad performance.

How Meta CAPI works

Meta CAPI helps businesses track important actions without relying on browser cookies. Here’s how it works, step by step:

1. Event triggering: When someone takes action on your website or app, like making a purchase, signing up, or adding an item to their cart, an event gets triggered on your server.
   
   
2. Server-side data capture: Your server or platform (like Shopify) gathers key details about the event, such as what was purchased, how much it cost, and any customer info (like an email or phone number) to help Meta match the data correctly.
   
   
3. Data transmission: Your server then sends this information securely to Meta, making sure the data is protected and formatted properly.
   
   
4. Data deduplication: If the event is tracked by both CAPI and Pixel, Meta de-duplicates and then merges the data to make sure that only one instance is counted (for accuracy).

5. Data matching: Meta takes the details and checks if they match an existing user in their system. This helps connect the event to the right person, even if they didn’t allow tracking in their browser.

What types of events does it track? 

Meta CAPI helps advertisers track a variety of actions, including:

• Website events: Like a user initiating checkout (even without completing) and purchase completion.
• Product views: When a customer looks at a product.
• Leads: When someone fills out a contact form, signs up for a newsletter, or expresses interest in a product.
• Add-to-cart events: When a user adds a product to their shopping cart (but hasn’t checked out yet).
• Page views: When a user visits a specific page.
• App events: Like when a user installs an app, completes an in-app purchase, launches the app, or registers on the app.
• Offline events: Meta can also help to track offline events, like in-store purchases, customer interactions with CRM data, and phone calls.

Top 3 reasons why advertisers need Meta CAPI in 2025

​In today's digital advertising environment, Meta's Conversions API has become a necessity. It’s essential for businesses that want to maintain effective and compliant advertising strategies. Here's why:​

1. Privacy regulations are making pixel tracking less effective

Recent privacy laws and browser updates have significantly limited traditional tracking methods like the Meta Pixel.​ Here’s what’s making pixels a thing of the past: 

• iOS 14.5 & cookie restrictions: Apple's iOS 14.5 update introduced App Tracking Transparency, requiring apps to obtain user consent for tracking. This change led to reduced data availability for advertisers relying solely on pixel tracking.​
  
  
• Deprecation of third-party cookies: Major browsers, including Google Chrome, have phased out third-party cookies, further hindering pixel-based tracking methods.

2. CAPI improves ad targeting

Targeted advertising typically does better than broad strategies, since it allows you to reach much more relevant audiences. Here’s how CAPI helps with targeting:

• Higher-quality conversion data: Server-to-server data transmission helps to ensure that conversion events are accurately captured, even when the browser-based Pixel fails.​
  
  
• Better event match quality: With more reliable data, Meta's algorithms can better match user actions to ads, resulting in improved targeting and campaign performance.​

3. CAPI reduces wasted ad spend

The data loss you may suffer from relying solely on the Pixel can lead to inaccurate ad performance insights. If you base your ad strategy or campaign on that data, you might waste your ad budget.

Accurate tracking makes a huge impact on whether you’re able to optimize your ads properly or not. You can hire designers and copywriters or use AI to generate and iterate on ad variations until you’re blue in the face, but if you’re working with the wrong data, chances are you won’t find the success you’re looking for.​

Using both the Pixel and the Meta CAPI enables you to get a better return on ad spend (ROAS). With the comprehensive data you can get from CAPI, you can make informed decisions and optimize your campaigns for better returns.

Key differences between Meta CAPI and Facebook Pixel 

We’ve mentioned how the Meta CAPI and Facebook Pixel are different. Now, let’s take a look at a side-by-side comparison:

8 key benefits of Meta CAPI

Meta CAPI helps businesses get better tracking, more accurate data, and stronger privacy controls, all while improving ad performance. Here’s why it’s worth using:

1. Better attribution and measurement

With Meta CAPI, you can see exactly which of your ads lead to sales, sign-ups, and other valuable actions. Since the data comes directly from the server, it’s more complete than Pixel-only tracking, which can miss conversions due to cookie restrictions or browser settings.

And, once you’ve figured out which ads are getting the most attention and conversions, you can upload those creatives into Bestever’s Ad Analysis Dashboard (located in the Creative Studio). There, you can get concrete insights into why those ads are working, so you can replicate those elements in other ads.

2. Higher accuracy in event tracking

Unlike the Meta Pixel, which relies on browser tracking, Meta’s conversion API works server-to-server. That means it can track conversions even when ad blockers are used. This can help you avoid gaps in your data, so you can make informed decisions regarding your marketing strategy.

3. Stronger compliance with GDPR and CCPA

Privacy laws limit how companies can collect user data. You’ve probably heard about the General Data Protection Regulation (GDPR) or the California Consumer Privacy Act (CCPA), which marketers often have to comply with and work around. 

The Meta CAPI gives businesses more control over what data they send, allowing them to track performance while respecting privacy rules. 

4. Works even when cookies are disabled

Many users choose to block third-party cookies, making it harder for the Pixel to track their actions. Meta CAPI bypasses this problem by sending data directly from a business’s server, making sure that conversions are still tracked properly and accurately.

5. Track offline conversions

Not all conversions happen online. With Meta CAPI, you can track offline sales, phone calls, or in-store visits and connect them back to your ads — something the Pixel alone can’t do.

6. More reliable tracking across devices

People often start browsing on one device and finish their purchase on another. The Meta Pixel could potentially lose track of that journey, but thankfully, CAPI helps bridge the gap by sending data from the business’s backend instead of relying on cookies.

7. Faster and more secure data transfers

Since CAPI sends data directly to Meta, you can avoid delays caused by slow-loading pages, Pixel errors, or browser crashes. This means you’ll likely get more complete data and better reporting on ad performance.

8. Helps improve ad targeting

With more complete data, Meta’s ad system can better understand customer behavior. This means your ads are more likely to be shown to the right people, potentially optimizing your ad spend.

How to set up Meta CAPI

If you’d like to use the Meta CAPI alongside the Pixel, you’ll need to set it up. It’s not a cakewalk, but it’s not impossible either — here are 4 steps to set this up:

1. Choose a setup method

• Conversions API Gateway: Setting the Meta CAPI up this way is ideal for users of all technical skill levels. This method also offers integrations with platforms like Shopify and WooCommerce.
• Partner integrations: If you're using specific platforms or services that have existing integrations with Meta, like WordPress, you can take advantage of those integrations to make setup easier.
• Direct API integration: Setting the Conversion API up this way requires you to have the technical expertise needed for manually setting up the API to send server-side events to Meta. If you’d like to learn more, you can check out Meta’s official documentation.

2. Generate an access token in Meta Business Manager

This token authenticates your server's communication with Meta. To generate it, follow the steps below:​

1. Make sure you have a Meta Business Manager account. If you don’t, create one.
2. Navigate to Events Manager in your Meta Business Manager account.​
3. Select your Pixel, go to Settings, and find the Conversions API section.​
4. Click Generate Access Token and copy the token provided. ​

3. Map key conversion events

Mapping key conversion events in Meta CAPI means tracking the most important customer actions, like purchases, leads, and add-to-cart events, to improve ad targeting. 

In Meta Events Manager, you’ll configure these events, assign details like value and user data, and ensure they’re sent through CAPI. If you’re using a partner integration (like Shopify or WordPress), this process is automated, but for manual setups, your server must send event details via the API. 

4. Test and verify data accuracy using Meta's Events Manager

After setting up, it's important to make sure that your events are firing correctly. Here’s what you can do:

• Use the Test Events tool within Events Manager to monitor incoming data.​
  
  
• Simulate events (e.g., adding an item to the cart) on your website and verify they appear in Events Manager.

Best practices for using CAPI effectively

If you want to get the best results from Meta CAPI, think of it as a tool that works with the Pixel, not instead of it. Here are some tips to help:

• Improve your event match quality (EMQ): The better Meta can match your data to real users, the more effective your ads will be. Boost your Event Match Quality score by sending accurate customer details (like email or phone number), formatting data correctly, and tracking multiple interactions in your customer’s journey.
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• Use CAPI to track offline conversions: CAPI isn’t just for online tracking, it can also track in-store purchases, phone calls, or other offline interactions. Feeding this data back into Meta can help you make sure your campaigns get full credit for conversions.
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• Use CAPI alongside the Facebook Pixel for full-funnel tracking: According to Meta themselves, CAPI and the Meta Pixel work best together. The Pixel captures browser actions (like page views and clicks), while CAPI tracks conversions server-side (like purchases and offline sales). Using both ensures you don’t miss key data.
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• Set up event deduplication to avoid double counting: Avoid data duplication when you use CAPI and Pixel together. deduplication ensures Meta counts duplicate data as a single event. To enable this, make sure both tracking methods send the same Event ID for each action.
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• Focus on tracking the most important events: Prioritize key actions like purchases, leads, and add-to-cart events. If you track too many low-value events, it can clutter your data and make it harder for Meta to optimize your campaigns.
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• Check your setup regularly: Even a well-configured system can break or malfunction due to server issues, tracking errors, or Meta updates. Use Meta’s Events Manager to verify event tracking, compare Pixel and CAPI data, and look for drops in conversions that may be a clue that there are problems to address.
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• Stay up to date on Meta’s latest changes: Meta frequently updates CAPI and other ad tools. Keeping up with new features and best practices by checking Meta’s official resources and industry news can help you stay on top of your ads’ performance.

Meta CAPI mistakes to avoid

Even though Meta CAPI improves tracking and ad performance, it’s not a set-it-and-forget-it tool. Here are some common mistakes advertisers make and how to avoid them:

• Tracking too many low-value events: Just because you can track an event doesn’t mean that you should. Overloading CAPI with low-impact actions (like every button click) clutters your data and makes it harder for Meta to optimize for high-value conversions. It’s a good idea to focus on purchases, leads, and add-to-cart events instead.
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• Not using CAPI and Pixel together: CAPI and the Meta Pixel work best as a team. The Pixel captures real-time browser actions, while CAPI provides server-side data that isn’t affected by cookies or ad blockers. Using only one can lead to gaps in tracking, making it harder to optimize your campaigns.
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• Ignoring data privacy regulations: Privacy laws like GDPR and CCPA restrict how businesses collect and store customer data. CAPI allows you to control what data you send to Meta, but you can face compliance issues if you don’t configure it properly.
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• Failing to set up event deduplication: If both CAPI and the Pixel report the same conversion without deduplication, it inflates your numbers and skews performance data. Learn more about deduplication on Meta’s documentation.
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• Not testing and monitoring regularly: Your perfect CAPI setup can suddenly malfunction due to server issues, misconfigurations, or Meta updates. It’s a good idea to check Meta’s Events Manager regularly to verify that your events are firing correctly. You can also compare Pixel and CAPI data, and troubleshoot any drops in conversion tracking.
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• Forgetting to update CAPI settings as your business evolves: If your website, checkout process, or data collection methods change, your CAPI setup might need a few adjustments too. Remember to review your tracking settings regularly to ensure they match your current goals and website structure.

How Bestever enhances ad performance with CAPI data

Meta CAPI isn’t optional anymore — nowadays, it’s critical for privacy-first, high-performance advertising. But the data that you get from Meta CAPI and Pixel won’t do you much good if you aren’t able to make the most of it. That’s where Bestever can help. 

We can help you turn that data into AI-powered ad optimization. Here’s how:

• AI-powered creative optimization: Bestever’s Ad Analysis dashboard allows you to upload your ad creative to get instant actionable feedback on how it could be improved. Bestever uses historical data along with computer vision to analyze every element of image ads and every frame of video ads, giving you a good look into your ad’s potential.
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• Data-driven optimization: Bestever connects directly to Meta ad accounts and pulls in historical conversion data. This can help you understand what works and what doesn’t, so you can make data-driven optimization decisions​.
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• Ask the AI assistant questions: Get instant answers on conversion performance, event tracking issues, and optimization opportunities. The AI analyzes Meta CAPI data to highlight trends, suggest better conversion events, and recommend creative or budget adjustments for stronger ad results.
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• Competitor insights: During onboarding, you can input up to 4 competitors, allowing Bestever to track and benchmark their ads so you can get helpful insights and a summary of their ad strategies.

Want to optimize and reduce your ad spend? Let our team show you how Bestever can help you take full advantage of the data you get from Meta CAPI and Pixel.

Schedule a free demo today.