Marketing glossary
What is Conversions API?
Conversions API: Meta’s server-side tracking connection that sends conversion events from your server or CRM directly to Meta, alongside the browser Pixel.
Because browser tracking is limited by privacy features and ad blockers, the Conversions API makes measurement more reliable and gives Meta’s delivery system better signals. Similar server-side options exist for TikTok (Events API) and Google (enhanced conversions and offline imports).
Related terms
- AttributionHow credit for a conversion is assigned to the marketing touchpoints that led to it.
- RetargetingShowing ads to people who have already interacted with your website, app, or content but haven’t converted yet.
- ROAS (Return on Ad Spend)Revenue generated for every dollar spent on ads. A ROAS of 4 means $4 in revenue for every $1 of ad spend.