Conversions API
Also called CAPI.
Meta's server-to-server route for sending events, used alongside or instead of the browser pixel. Offline and CRM outcomes reach Meta through it.
Why it matters
Meta's equivalent of offline conversion import, and the channel that carries lead-gen outcomes back. Without it, Meta optimises toward form fills and nothing further down.
What goes wrong
Sending the same event from both the pixel and the API is normal and expected; Meta deduplicates on an event id you supply. Getting that id wrong is the usual cause of double-counted conversions and inflated reported value.
Next to this
- Event Match QualityMetaMeta's score, from 1 to 10, for how well the customer information attached to your events lets Meta resolve them to a person.
- Offline conversion importGoogle AdsSending a platform a conversion that happened outside the website, keyed on a click identifier or hashed first-party data, so it can be credited back to the original ad click.
- TikTok Events APITikTokTikTok's server-to-server route for reporting events, including outcomes that happen in a CRM long after the click.
The rest of this step
Measure this on your own data
The diagnostic reads a CRM export in your browser and reports your volume, your match rate and the spread between your leads against the thresholds in this glossary. Nothing is uploaded and no account is needed.