Meta – formerly known as Facebook – introduced The Conversions API (CAPI) in 2021. This API is being recommended for use by Facebook and marketing agencies due to the decreasing reliability of traditional browser tracking.
There are notable conversion discrepancies of 10-20% between Shopify orders and Facebook purchases. This is attributed to factors such as Safari’s seven-day cookie expiration, limitations on conversion events imposed by iOS14 and iOS17, and the increasing prevalence of ad blockers.
Shopify stores that advertise on Facebook have experienced significant benefits from implementing Meta CAPI for conversion tracking. In this article, you will learn:
What Is Meta CAPI?
Meta CAPI is an abbreviation for The Conversions API by Meta, which allows eCommerce companies and advertisers to share conversion event data directly from their servers with Meta Ads Manager.
It allows you to transmit first-party conversion data from your …