Last week you could read about Google FLoC, this week it is time to talk about Facebook’s Conversion API. Conversions API (or CAPI as it’s sometimes called) is a new name but not a new way of tracking, even for Facebook. The old name was Server-Side Events, which better explains what’s going on. With the Conversions API, the website’s server (as opposed to the browser) tracks the user as they visit your website. The server notes what actions the user takes (add to cart, purchase, lead) and then the server sends the information back to Facebook. If you advertise on Facebook’s platforms do we recommend that you learn more about CAPI.

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