CAPI (Conversions API)
CAPI is a server-side way to send conversions to Facebook directly from a server or tracker, bypassing the browser entirely. It's more reliable than a standard pixel because it doesn't depend on ad blockers, Safari's ITP, or other client-side restrictions.
How CAPI differs from a standard pixel
A pixel sends events from the user's browser, so it can be blocked; CAPI sends the same events from a server, where there's nothing to block. In practice the two are used together — the platform matches and deduplicates signals from the pixel and from CAPI to build a more complete picture of conversions.
CAPI in PWA arbitrage
CAPI matters especially for PWAs because a share of traffic comes from mobile browsers with strict privacy settings, where a browser pixel loses a noticeable chunk of events. A Keitaro-to-FB-CAPI integration is built into APEX out of the box, so a buyer doesn't need to wire up server-side delivery manually, which usually takes separate technical work.
FAQ
- Why use CAPI if a pixel is already set up?
- A pixel loses some events to browser-side blocking, and CAPI recovers them by sending the same events from the server instead. Together they give the platform fuller, more accurate data to optimize on.
- How do you set up CAPI for PWA offers?
- CAPI is usually configured through a tracker that receives conversions from the PWA and forwards them to the ad platform over a server channel. In APEX, that Keitaro-to-FB-CAPI link is already built in, with no separate development needed.
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