What the hell is CAPI?
2min
CAPI is an acronym for Conversion API. Its a relatively new way of sending data to the ad platforms.
Marketing Pixels are a way for data to be sent from a browser to Facebook/Google/Etc. Conversion API are a way for data to be sent from a server to Facebook/Google/Etc.
Any Conversion API tool/tech out there, in order to work, tends to have 3 pieces:
- A Server that receives & sends data
- A Server Pixel that sends data from the browser to the server
- A Server to Conversion API integration that sends data to from the server to Facebook/Google/Etc.
The image below more or less shows the difference between your normal marketing pixel and a Conversion API tech:
Pixel vs CAPI
These Conversion API tech/tools do tend to have a few advantages compared to just the marketing pixels.
- Its possible to make them not get blocked by safari/ad blockers
- They let you control much more clearly what you're sending. For example, no sending email/phone if you're dealing with HIPAA
- They let you add extra things to send. For example, its possible to send Customer Lifetime Value if you have it in the server
That said, CAPI tools/tech do tend to have some difficulties to set up. Lets go into those for a bit next 🙂
Updated 25 Oct 2024
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