Paid social
Conversions API
A server to server integration that sends conversion events directly from an advertiser's own systems to the ad platform.
What it means in practice
Events can be sent from a website server, ecommerce platform, customer system, or another controlled data source. Event IDs and deduplication rules reconcile server events with matching browser events when both methods report the same action.
Why it matters
Incorrect event matching or deduplication can inflate conversion reporting and misdirect campaign optimization.
How it is used
A brand sends server-side purchase events to improve measurement of sales attributed to creator-led ads.
Also called
CAPI
Related terms
- PixelA snippet of tracking code placed on a website to record visitor actions and attribute them to advertising campaigns.
- Bid StrategyThe rule set governing how much an advertiser is willing to pay per result within an auction.
- Dynamic CreativeA delivery method that automatically combines supplied headlines, images, and videos into varied ad permutations per user.