Facebook’s Conversions API (CAPI) is a tool that allows advertisers to send data directly from their servers to Facebook’s servers. This data transmission occurs server-to-server, bypassing the need for browser-based tracking methods like the Facebook Pixel. With CAPI, advertisers can track and measure events such as website visits, purchases, registrations, and other conversions without relying solely on cookies or browser tracking.
The integration of Facebook CAPI and Commanders Act Tag Manager provides a more robust, accurate, and privacy-compliant approach to tracking and measuring conversions on the platform
Businesses setting up this new integration have improved performance on the following KPIs :