CAPI (the Meta Conversions API) sends conversion events from your server directly to Meta, alongside the browser-based Pixel. It recovers conversions that ad blockers and browser privacy settings would otherwise hide, giving Meta better data to optimise your ads.
CAPI vs Pixel
| Pixel | CAPI | |
|---|---|---|
| Runs in | Browser | Server |
| Blocked by ad blockers | Can be | No |
| Offline / CRM events | No | Yes |
Meta recommends using both, deduplicated with a shared event_id.
Full guide: Meta Conversions API & Event Match Quality.
Spotnxt’s Signal Health scores your Pixel / CAPI event quality and lists fixes.
Related: Read the full guide → · All glossary terms →