Conversions API (CAPI)
Conversions API (CAPI) explained
A purchase may exist in the shop system while browser reporting is incomplete. An event API provides another transmission path. Its practical value depends on correct events and permitted data arriving reliably.
**Define the event clearly.** Specify whether a transaction represents a form submission, qualified lead or paid order. Time, value and source should match the actual business event. More messages alone do not improve decisions.
**Prevent duplicates.** When browser and server send the same event, they need a coordinated way to recognise it. Retries after errors must not create a second purchase. Consistent definitions and suitable identifiers therefore belong in integration testing.
**Separate data from impact.** Server-side transmission bypasses neither required consent nor platform conditions. Hashing does not automatically anonymise matching data. A higher matching rate is initially a measurement finding; improved advertising impact requires separate investigation.
Examples
Hypothetical application
A shop reports the same paid order from browser and . The team aligns event identity and definition, then verifies that the recipient counts it once. Raw received event volume is insufficient evidence.
Key Points
- Platform interfaces have separate specifications.
- Define the business event before integrating.
- Check deduplication and retries.
- Assess data permissions and advertising impact separately.
Practical application
Describe the transaction, permitted data and expected counting, then test the complete transmission path.
Useful measures
Event reconciliation
Compare correct, deduplicated events with the source system.
Errors and delays
Inspect rejected, retried and late messages.
Common mistakes
- Equating API receipt with correct attribution.
- Interpreting duplicate events as improved performance.
Sources and context
- Meta: Conversions API example
Official integration example with event identity, source and user data; not a performance forecast.
- European Data Protection Board: Anonymisation / pseudonymisation
Distinction between anonymisation and pseudonymisation in European data protection.
Frequently Asked Questions about Conversions API (CAPI)
No. CAPI is a recipient interface. A server-side tag manager can be one route to it; other integrations are possible.
This can be appropriate. If both paths report the same event, deduplication needs verification.
No. Purpose, scope, legal basis, disclosures and safeguards must fit the specific use. A server route is not blanket authorisation.
Related links
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