Conversions API (CAPI)

The Conversions API (CAPI) is Meta's server-to-server endpoint for conversion events. Instead of the Meta pixel firing from the visitor's browser, your server, store platform, or CRM sends the same events (purchase, lead, registration) directly to Meta over HTTPS, where ad blockers, Safari's ITP, and consent-blocked scripts can't interrupt them.

#CAPI is a second transport, not a pixel replacement

The event is the thing; CAPI and the pixel are two routes it can travel. Meta's own recommendation is redundancy: send the same event through both, give each copy the same event_id, and let Events Manager deduplicate. Skip the shared event_id and every conversion counts twice: the silent failure that inflates ROAS. Since April 2026, Meta-enabled one-click CAPI sets this up without a developer, which removed the last good excuse for running pixel-only.

In practice: Buron runs its first-party pixel alongside CAPI and monitors the deduplication continuously, so dedup drift surfaces as a finding, not as a quarter of double-counted purchases.

Go deeper: Conversions API vs the Meta Pixel: what actually changes covers what actually changes in your numbers when you add CAPI, and how deduplication fails.