MARKETING
CAPI
Meta Conversion API, Meta's server-side tracking channel that lets you send conversion events directly from your server to Facebook's ad system, bypassing the browser-side tracking gaps caused by iOS ATT and ad blockers.
CAPI sits alongside the standard Meta Pixel. Pixel fires from the browser; CAPI fires from the server. Sending both events (de-duplicated by event ID) is the recommended setup, gives Meta the most complete picture and improves ad delivery.
On Shopify the official Facebook & Instagram channel handles CAPI out of the box. Outside Shopify you set it up via the Meta Conversions API directly or through a server-side GTM container.
If your Meta ROAS dropped meaningfully after Apple's ATT changes, CAPI is the recovery move.
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