The Conversions API (CAPI) sends conversion events to Meta directly from your server, rather than only from the browser through the Meta Pixel. It recovers measurement and optimization signal lost to browser restrictions and ad blockers, and it runs alongside the pixel, not instead of it.
What it does
The Meta Pixel reports events from the visitor's browser, where privacy changes, tracking prevention, and ad blockers now drop a large share of signal. The Conversions API sends those same events server-side, straight from your systems to Meta, so conversions still get counted and fed to the algorithm. Most accounts run both and deduplicate the shared events using a common event_id so a single action isn't counted twice.
Why it matters for B2B
Better signal means more accurate retargeting audiences and conversion measurement, which is exactly where Meta earns its keep for B2B. We cover why that warm-audience work is Meta's real job in Use Meta for retargeting. Here's why.