Digital Lexicon Hub

Meta's interface for sending website, app, offline and messaging conversion events from a business's server or CRM directly to Meta.

Browser pixels lose events to ad blockers, cookie limits and consent choices, so sending conversions through CAPI gives Meta's delivery system more complete signals for optimizing and attributing ad spend.

An ecommerce brand sends Purchase events from its server through a GTM server container to CAPI with hashed email and phone, order value and the same event ID the Meta Pixel uses, so Meta can deduplicate the two sources.

CAPI does not remove consent obligations, so events should only be sent where consent or another lawful basis applies. Weak customer data matching, missing deduplication or delayed sends reduce attribution quality and can double count conversions.

Events are posted over HTTPS to Meta's Graph API with an event name, timestamp, action source and custom data such as value and currency. Customer information parameters such as email, phone, name and postal code must be normalized and hashed, while client IP address, user agent and the fbc and fbp click and browser IDs are sent unhashed. A shared event ID lets Meta deduplicate Pixel and server events. CAPI is Meta's form of Server-Side Tracking, comparable to Enhanced Conversions and Offline Conversion Import in Google Ads.