What the hell is CAPI?

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 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 🙂