What is Meta Conversions API (CAPI) and do I need it?

Meta Conversions API sends purchase events from your server directly to Meta, bypassing the browser entirely. This means ad blockers, privacy browsers, and iOS tracking restrictions cannot prevent the event from reaching Meta. You do not strictly need it — the standard Meta Pixel works fine for most visitors — but CAPI significantly improves attribution accuracy. Meta increasingly relies on server-side signals for ad optimization. To use it, generate an Access Token in Meta Events Manager → Settings → Conversions API. The module handles the rest.

See also: Facebook Pixel module — standalone Meta tracking