Conversion API

A Conversion API (CAPI) is a server-side integration that sends web event data — such as page views, add-to-carts, purchases, and form submissions — directly from your server to advertising platforms, bypassing the user's browser entirely. Unlike tracking pixels that execute JavaScript in the browser and are vulnerable to ad blockers, cookie restrictions, and browser privacy features, Conversion APIs transmit data through secure server-to-server connections, providing more reliable and complete event data for advertising optimization. The major advertising platforms each offer their own Conversion API: Meta Conversions API (Meta CAPI), TikTok Events API, Snapchat Conversions API (Snap CAPI), LinkedIn Conversions API, and Google Enhanced Conversions. Conversion APIs are critical for consent-compliant advertising because they enable server-side consent enforcement. When an event is processed on your server, you can check the user's consent state before deciding whether to forward the event to each platform. Arqam360's event pipeline forwards consent-aware events to 10 platform Conversion APIs server-side, with routing rules that control data flow based on consent state, jurisdiction, and GPC signals.