Measurement

CAPI

Conversions API

A Conversions API sends events and conversions from infrastructure controlled by the organization into an advertising platform.

When it applies: It applies when browser collection loses coverage or when tighter control is needed over which data is sent and with which identifiers.
What it is confused with: It does not automatically recover all signal or remove consent requirements. It often complements the pixel and requires deduplication.
Architecture consequence: Implementation should govern event ID, browser matching, consent, retries, parameter quality, and observability.

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