Meta 广告
Conversions API (CAPI)
服务端追踪方案，绕过浏览器 Cookie 限制，提升 iOS 14+ 环境下的转化数据准确度。
主要用途
Conversions API sends events to Meta from your server instead of the visitor's browser, restoring signal that ad blockers, iOS privacy features, and browser tracking protections strip from the Pixel. It transmits website, app, offline, and CRM events with hashed customer identifiers that improve match rates between the event and the ad interaction. Deployed alongside the Pixel, shared event IDs let Meta deduplicate the browser and server copies of the same action, keeping counts honest while coverage improves. Implementation options range from one-click platform integrations on Shopify and similar platforms, through a Google Tag Manager server container, to direct API integration. Events Manager scores match quality and flags gaps.
所在链路
CAPI is setup-stage measurement infrastructure that runs beside the Pixel, feeding the same optimization and reporting systems with a more complete event stream.
核心功能
- Server-side event delivery resilient to blockers and browser limits
- Hashed customer parameters for higher event match quality
- Event ID deduplication against parallel Pixel events
- Support for website, offline, and CRM event sources
- Platform integrations, GTM server-side, or direct API setup
适合谁用
- Advertisers losing measurable share of conversions to iOS and ad blockers
- Ecommerce platforms with native one-click CAPI integrations
- Teams wanting governed control over what data reaches Meta
新手提示
- Run CAPI in addition to the Pixel with matching event IDs on both, not as a replacement; without deduplication you double-count conversions.
- Use your platform's native integration if one exists; a Shopify or WooCommerce toggle is far less error-prone than a custom build.
- Watch the event match quality score in Events Manager; sending more hashed identifiers, where lawful, directly improves attribution coverage.