Glossary
Conversions API (CAPI)
Meta's server-to-server API for sending conversion events from your systems to Meta.
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The Conversions API lets a business send events such as "booked" or "purchased" from its server or CRM directly to Meta, instead of relying only on a browser pixel. Matching uses hashed identifiers such as e-mail or phone and click IDs.
For lead generation, sending downstream outcomes (booked, showed, paid) teaches Meta's delivery system which kinds of leads become customers.