Conversion API sends server-side conversion events from your backend to ad platforms (Meta CAPI, TikTok Events API, LinkedIn CAPI), complementing browser pixels blocked by ATT or ad blockers. It improves match rates and deduplicates with pixel when both fire the same event_id. Required for reliable post-iOS14 Meta reporting.
Implement deduplication — double-counting inflates reported ROAS.
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Last verified Jun 5, 2026