The Cookie and its tracking days are numbered. Facebook’s Conversion API is here to dethrone the cookie and reign over your tracking journey… But what exactly is this mysterious ‘CAPI’ that is on every marketer’s lips?

Facebook is on a diet… And the first thing that’s out the cupboard? The cookie.
Well, more like a Weight Watchers diet, where your friends are dieting, and you don’t want to feel left out so you go along for the ride anyway. Trust us on this analogy. The friends in question are all the major browsers; Apple’s IOS 14.5; ad blockers and all the other masking tools used to evade the now deemed ‘pesky’ cookies.

The effectiveness of the cookie has been degrading for a while and in the marketing world, we have truly felt it. So, whilst Facebook anticipates that by 2022 all major browsers will discontinue the use of third-party cookies, they’ve also devised a model to replace the infamous tracking tool. Facebook’s new Conversions API, better known as CAPI, is decorated with all the same capabilities as the browser cookie but with a hearty serving of user-privacy. Nevertheless, what exactly is CAPI?



What is CAPI?

Facebook’s Conversion API works alongside Facebook’s existing pixel to mitigate the loss of cookie data. It is a server-side tracking tool, in contrast to the browser-side tool used in the cookie, allowing you to track events through your website’s server rather than a user’s browser. Once CAPI has been introduced into your server code, it gets to work improving the accuracy of your Facebook campaigns by collecting data for ad optimisation.

What can CAPI do for my business?

It’s almost like swapping out a regular Coke for a Coke Zero: The process + ingredients are different but, in the end, the product delivers the same great taste. It does everything the original cookie did – besides sharing user data. After all, we owe it to our consumers to protect them in an ever more intrusive digital world. Facebook’s Conversions API honours the security choices of your user and collects first-party data.

How will it impact me?

As previously mentioned, the introduction of the EU’s GDPR, California’s CCPA and the news of browsers abandoning the cookie marks a new age in the tracking journey. Let it be known, you need must ensure you have your Facebook Pixel set up before CAPI integration takes place. However, if you were to continue to rely on cookies to get your data… A LOT would go to pot.

The cookie has been significantly limited by new privacy measures. Therefore, you would lose the ability to properly track, attribute and collect data. You would begin to lose important information on conversions, page visits and cookie-curated user profiles which would considerably reduce audience sizes for targeting. It would be like throwing your campaign performance into a fire and watching it, inch by inch, melt. Not all at once, but painfully fast. No one wants that.

Download our CAPI Guide and find out more

In this Guide we will cover:

- The death of the cookie

- Timeline for CAPI

- Personalisation V. privacy?

- Facebook performance without cookies is a death sentence

- CAPI is the solution... (But how does it work?)

- Implementation and add-ons

- Uplift testing and the deadline

- Key Takeaways


Morgan Bevan

Morgan Bevan

Junior Account Executive

Morgan joined the team in April 2021 as a Junior Account Executive at Rocketer’s Manchester office.

After completing his degree and gaining marketing experience alongside the likes of BT & the London Evening Standard, he became one of our first apprentices.

Copywriting comes naturally to this extrovert which is why Morgan has a passion for journalism. If he’s not talking… He’s typing.