Ads & Traffic

CAPI

Conversions API — a server-side event feed from your store directly to Meta/TikTok, bypassing browser tracking. Recovers the data iOS privacy features break.

CAPI (Conversions API) is a server-to-server event feed from your ecommerce platform directly to Meta, TikTok, or Google. It bypasses the browser-based pixel, which has been progressively blinded by iOS privacy features, ad blockers, and ITP.

In 2026, CAPI isn't optional — it's the difference between a functional ad account and one that's training on half the data. Shopify's native Meta channel and tools like Elevar, Littledata, and Stape handle the setup.

Watch for event-match quality scores in Meta Events Manager. Anything under 7/10 means your CAPI is missing hashed user data (email, phone, IP, user agent) and the algorithm can't match events to users — which means worse optimization and inflated CPAs.

Related terms in Ads & Traffic
A/B Test
A controlled test comparing two versions (A and B) of an ad, page, or flow, splitting traffic 50/50 to identify the winner by a defined metric.
ABO
Ad Set Budget Optimization — budgets set at the ad-set level instead of the campaign. Gives manual control over which audiences get spend; best for testing.
Ad Account
Your advertising workspace inside a platform (Meta, TikTok, Google). Can be banned, disabled, or flagged, taking your audiences, pixels, and spend history with it.
Ad Library
Meta's public archive of every ad currently running on Facebook and Instagram. The single best research tool for spying on competitor creative.
Explore More
Browse the full dictionary or dive into operator playbooks.
All 140+ Terms