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Meta’s Conversion API (CAPI) sends conversion data from your server directly to Meta, bypassing browser-based tracking limitations. With iOS privacy changes (App Tracking Transparency) and browser cookie restrictions reducing the accuracy of the Facebook Pixel alone, CAPI has become essential for accurate ad attribution and campaign optimization.

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What CAPI is

The Conversion API is a server-side tracking method that sends event data (purchases, form submissions, page views) directly from your backend to Meta’s servers. Unlike the Facebook Pixel (which runs in the browser), CAPI is not affected by ad blockers, cookie restrictions, or iOS ATT opt-outs.

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Why it matters

Without CAPIWith CAPI
iOS ATT opt-outs block pixel trackingServer-side events are not affected by ATT
Ad blockers prevent pixel from firingServer-side events bypass ad blockers
Cookie restrictions reduce attribution windowDirect server communication maintains full attribution
Campaign optimization suffers from missing dataMore complete data improves Meta’s optimization algorithms

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Setting up CAPI in HoopAI

1

Connect your Meta Business account

Ensure your Meta Business account is connected in Marketing > Ad Manager > Settings.
2

Navigate to CAPI settings

Go to Settings > Integrations > Facebook (or Meta CAPI) and click Configure.
3

Enter your access token

Generate a Conversion API access token in your Meta Events Manager and paste it into the platform.
4

Select your pixel

Choose the Facebook Pixel that will receive server-side events. The CAPI events are matched against your pixel events for deduplication.
5

Configure events

Select which events to send via CAPI:
  • Lead — form submissions, contact creation
  • Purchase — completed transactions
  • PageView — page visits on your funnels/websites
  • InitiateCheckout — checkout page visits
  • CompleteRegistration — account or membership signups
6

Test the connection

Use Meta’s Test Events tool in Events Manager to verify events are being received correctly.

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Workflow action for CAPI events

You can fire CAPI events from workflow actions for maximum flexibility:
  1. In the Workflow Builder, add a Send Conversion Event action
  2. Select the event type (Lead, Purchase, Custom)
  3. Map contact data fields to event parameters (email, phone, value)
  4. The event is sent to Meta when the workflow action fires
This is useful for tracking offline conversions, phone sales, or custom events that do not happen on a tracked web page.

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Event deduplication

When you use both the Facebook Pixel and CAPI, the same event may be reported twice. Meta handles deduplication automatically when:
  • Both the pixel event and CAPI event include the same event_id
  • The events occur within a 48-hour window
The HoopAI platform automatically generates matching event IDs for pixel and CAPI events to prevent double-counting.

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Testing and troubleshooting

Check that your access token is valid and has the correct permissions. Verify the pixel ID is correct. Use Meta’s Test Events tool with a test event code to confirm the connection.
Ensure event deduplication is configured. Both pixel and CAPI events must use the same event_id parameter. Check that the platform’s automatic deduplication is enabled.
CAPI match rate depends on the quality of customer data sent (email, phone, name, location). Ensure contact records in your CRM have complete data — more parameters improve match rates.
CAPI events may take a few minutes to appear in Events Manager. This is normal. If delays exceed 1 hour, check your server connection and access token.
Aim for a CAPI event match rate above 50%. Higher match rates give Meta more data for optimization. Ensure contact email and phone fields are populated for the best results.
Last modified on March 6, 2026