Data-Driven Performance on Meta

Digital advertising runs on signals — and the browser pixels that have carried those signals for over a decade are breaking down.

Meta's Conversions API (CAPI) is the answer: a direct, server-to-server connection between your data infrastructure and Meta that captures conversions pixels can't see — offline purchases, call-center orders, CRM-sourced leads, and predictive signals built on your own first-party data.

Advertisers who send offline events through CAPI see up to 15% lower cost-per-result on omnichannel campaigns, and companies like XP Inc. have driven $66M in incremental revenue by replacing browser pixels with CAPI powered by Hightouch.

This practical guide walks you through what the Conversions API is, why it matters, and exactly how to implement it — no code required. You'll learn how to choose the conversion events that actually move the needle, how to improve your Event Match Quality and Offline Data Quality scores, and how to build a CAPI playbook you can extend across Google, TikTok, and Snapchat.

Whether you're sending your first conversion event or optimizing an existing integration, this is the foundation you need.