A server-to-server connection that sends conversion events from the advertiser's systems directly to an ad platform, bypassing the browser and its cookie limits, ad blockers, and consent-dependent tags. Meta's Conversions API is the best known; Google's Enhanced Conversions, TikTok's Events API, and LinkedIn's Conversions API do the same. Run alongside the Pixel with event deduplication, CAPI is now baseline infrastructure.
Related terms
Used in The Signal
Cite this entry:
Agency Echelon. "Conversions API." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/conversions-api/