CAPI (Conversions API)

What is CAPI?

CAPI runs alongside the browser pixel, not instead of it: both send the same event carrying a shared event_id, and Meta deduplicates so a conversion seen twice counts once while conversions the pixel missed (ATT opt-outs, ad blockers, Safari cookie limits) still arrive. For a telehealth brand the configuration is the compliance surface: send the minimum (event name, value, hashed identifier) and never condition, diagnosis, or prescription fields, since the FTC’s GoodRx ($1.5M) and BetterHelp ($7.8M) actions in 2023 turned exactly that data flow into penalties. A clean CAPI feed is often the difference between Meta optimizing a GLP-1 campaign on a fraction of true conversions and optimizing on nearly all of them.

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