The Conversions API sends the same kinds of events the Pixel captures — purchases, leads, add-to-carts — but from the advertiser's own server directly to Meta, rather than relying on the customer's browser to fire the event. Because it isn't affected by ad blockers, browser tracking prevention, or cookie restrictions, it captures conversions the Pixel alone would miss entirely.
Running CAPI alongside the Pixel, with proper deduplication so the same conversion isn't counted twice, is now considered standard practice for any serious Meta advertiser; agencies treat a missing or poorly configured CAPI setup as one of the top priorities in any new account audit, since it directly affects EMQ and, downstream, campaign optimization quality.
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