A Conversions API is a platform's server-to-server endpoint for receiving conversion events directly from your systems — Meta's CAPI is the best-known, with equivalents across Google, TikTok, and others.
Definition
CAPI implementations send events (purchases, leads, subscriptions) from your backend to the platform, typically alongside the browser pixel with deduplication so shared events aren't double-counted. Match quality — how well your hashed customer identifiers link events to platform users — determines how much of the sent signal the platform can actually use for optimization.
Why it matters
Running pixel-only on Meta or TikTok in 2026 means optimizing on partial data. CAPI-fed accounts report meaningfully better event match quality, which compounds through everything downstream: attribution completeness, audience building, and the accuracy of the delivery AI's learning. It's infrastructure, and it pays like infrastructure — invisibly and continuously.
In agentic execution
Adlyse's agents optimize on the signal the account's CAPI setup delivers — and because event configuration and goal changes are executed with approval and logged, signal changes are deliberate rather than accidental.
Related terms
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