Glossary · conversions
What is Conversions API?
The Conversions API, usually called CAPI, sends conversion events to Meta straight from your server or a connected platform, rather than relying only on the browser pixel. The pixel lives in the visitor's browser, so ad blockers, iOS privacy settings, closed tabs and slow connections all cause it to miss events. CAPI fills those gaps because the server reports the purchase or lead itself. Run alongside the pixel, with a shared event ID so Meta can remove duplicates, it gives the ad system a more complete picture of who actually bought. Shopify, WooCommerce and most form tools offer a built-in connection; custom websites need a developer to set it up.
What does Conversions API mean for a business in Pakistan?
CAPI matters more where the sale happens off the website. Many Pakistani orders are confirmed on WhatsApp or a phone call, and COD orders that get refused at the door are not real sales. Sending confirmed or delivered orders back through CAPI teaches Meta which buyers actually pay, not just who taps 'Order'.
A worked example
Imagine a Lahore-based shoe brand selling into Islamabad records 120 purchases in a month in its store, but the pixel reports only 85 to Meta. After connecting CAPI through the store's built-in integration, Meta sees closer to the full 120, and campaigns optimising for purchases have more real buyers to learn from.
Terms that go with this one
These come up in the same conversations and are worth reading together.
- PixelpixelA pixel is a small piece of tracking code placed on your website that reports back to the ad platform what visitors did there. Meta now bundles it…
- ConversionconversionA conversion is one completed action that you have decided counts as a result. Nothing about it is automatic — you pick the action, and the platform…
- AttributionattributionAttribution is the set of rules that decides which ad gets the credit when a sale happens. Every platform applies its own rules and every platform…
- Attribution windowattribution windowAn attribution window is the period after someone clicks or views an ad during which a conversion can be credited to that ad. Meta's default is seven…
- Offline conversionoffline conversionAn offline conversion is a sale or result that happens away from the website — in a showroom, over the phone, on WhatsApp or at delivery — and is…
Conversions API — quick answers
What does Conversions API mean?
The Conversions API, usually called CAPI, sends conversion events to Meta straight from your server or a connected platform, rather than relying only on the browser pixel. The pixel lives in the visitor's browser, so ad blockers, iOS privacy settings, closed tabs and slow connections all cause it to miss events.
Conversions API ko Urdu mein kya kehte hain?
کنورژنز اے پی آئی — though in practice almost everyone in Pakistan says "CAPI". CAPI matters more where the sale happens off the website.
Why does Conversions API matter for a business in Pakistan?
CAPI matters more where the sale happens off the website. Many Pakistani orders are confirmed on WhatsApp or a phone call, and COD orders that get refused at the door are not real sales. Sending confirmed or delivered orders back through CAPI teaches Meta which buyers actually pay, not just who taps 'Order'.
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