Paid Media
CAPI (Meta Conversions API)
Quick definition
Server-side event tracking from your store to Meta, replacing browser pixel events lost to iOS privacy changes and ad blockers.
What it actually means
CAPI was Meta's response to iOS 14.5 App Tracking Transparency, which cut pixel-based attribution. CAPI sends events server-side from your Shopify store directly to Meta, bypassing the browser. Correctly configured CAPI recovers lost attribution, improves Meta's optimisation, and can lower CAC. Misconfigured CAPI, missing Advanced Matching parameters or no event deduplication via event_id, provides little benefit. The native Shopify Meta app handles the basics; advanced setups use server-side GTM or a dedicated CAPI gateway.
Related terms
ROAS (Return on Ad Spend)
Revenue generated divided by ad spend. A 4x ROAS means $4 in revenue for every $1 spent.
Tracking Pixel
A small JavaScript snippet or 1x1 image embedded on a page that fires events back to an ad platform or analytics tool.
Server-Side Tracking
Tracking implementation where events are sent from your server, not the browser, to ad platforms and analytics tools.