The Conversions API (CAPI) is a Meta tool that sends conversion events directly from an advertiser’s server to Meta, bypassing browser-based limitations caused by ad blockers, iOS privacy restrictions, and cookie policies. Unlike the Meta Pixel which fires from the user’s browser, CAPI operates server-to-server, recovering 15–30% of conversion events that would otherwise go untracked. Advertisers running both Pixel and CAPI together get significantly more accurate attribution and better algorithm optimization signals. As of 2026, CAPI implementation is considered table stakes for any serious Meta advertiser.