Conversions API (CAPI): What Marketers Need to Know

A conversions API is a server-to-server mechanism for sending conversion events to an advertising platform.

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CAPI is a transport mechanism

CAPI helps deliver event data to an ad platform, but it is not the same thing as an independent attribution system.

Why tools are combined

A stack may use independent tracking to determine what happened and a conversion API to send selected events back for optimization.