How to use Conversions API (CAPI) for next-level ad performance

Conversions API (CAPI) is a technology included in Meta Business Tools that helps advertisers use their own marketing data to optimize ad targeting, decrease cost per result, and more accurately measure campaign outcomes, all while respecting people’s privacy.

Traditional tracking tools are becoming less effective due to evolving privacy regulations, cookie restrictions, and ad blockers. Marketers who rely solely on Meta Pixel, for example, risk incomplete attribution, missed events, and higher conversion costs.

With CAPI integrated through Kommo, you establish a secure, server-to-server connection, enabling you to capture critical events beyond the browser.

The impact is clear: According to Meta A/B experiments (2022-2023), advertisers leveraging both Meta Pixel and Conversions API achieved a 13% reduction in cost per result, up to a 20% increase in reported conversions, and 16% decrease in average cost per conversion.

By covering more of the purchase funnel, you maximize your return on every marketing investment.

For a successful CAPI integration for business messaging, your business should:

• Be an active advertiser running ads that click to message
• Use Messenger API or WhatsApp Business Platform
• Have Kommo’s CAPI connection enabled for secure and reliable event delivery

What are the requirements for purchase optimization?

• Send at least 10 qualifying purchase events to unlock purchase optimization
• Maximize event coverage: aim for a 75% Event Coverage Ratio in Meta’s Events Manager for your campaigns
• Regularly monitor your Event Match Quality (EMQ) Score; advertisers with higher EMQ scores achieve significantly improved conversion attribution

Kommo makes it easy to manage chats from WhatsApp, Instagram, and Facebook all in one place. When you combine that with the Meta Conversions API, you unlock powerful insights into your ad performance.

Pixel and CAPI work together for complete measurement. The Pixel captures browser interactions, while CAPI securely logs server-side events such as WhatsApp chats, purchase confirmations, or CRM updates via Kommo.

• Evaluates how effectively your shared customer data connects to Meta accounts.
• Higher EMQ scores drive more efficient ad delivery and increase conversions.

• Prevent double-counting by sending consistent event identifiers (such as event_id, external_id, or fbp) with both Pixel and CAPI events.
• Review deduplication overlap in Events Manager. Regularly check that your events are being deduplicated, and aim for a high deduplication rate to ensure events are counted correctly.

• Send events to Meta with minimal delay. Real-time event sharing supports optimal optimization and attribution.

Kommo automates event tracking for greater precision and scalability in your campaigns.

Sample Kommo automations:

• Lead tracking: When a CRM contact reaches “Qualified,” Kommo instantly triggers a “Lead” event to Meta.
• Purchase attribution: When a deal reaches “Closed Won,” Kommo automatically sends a “Purchase” event with relevant revenue data.
• Custom budget tracking: Enter a sale value in Kommo to enrich purchase signals for Meta’s ROAS calculations.

Advanced flow example:

Imagine a WhatsApp click-to-message ad. As the customer engages and moves through your pipeline (e.g., Contacted → Qualified → Demo Scheduled → Closed Won), Kommo triggers CAPI standard events at each milestone.

Each event is timestamped and transmitted to Meta, ensuring every interaction informs your ad optimization, no manual uploads, no missing data.

CAPI ensures that even as privacy rules evolve and browser tracking becomes less reliable, you still capture the insights that matter for optimization, personalization, and performance. Here’s why using Conversions API is essential for any modern advertising strategy:

• Reporting accuracy: CAPI bridges gaps left by browser tracking, delivering a complete, unified view of the customer journey. It can help businesses access events with a very precise match ratio with Meta accounts without having to share customer information.
• Ad personalization: High EMQ scores enable Meta to better match and segment your audience, supporting more relevant creative and targeting.
• Signal loss prevention: By transmitting both browser and server events, you regain attribution lost to cookies or privacy protocols, strengthening insights as digital advertising evolves.
• Performance improvements: Measure the outcomes that matter on the surfaces you want. Measure the number of leads and purchases attributed to ads that click to message down to the ad level directly in Meta Ads Manager, enabling data-driven decisions and performance improvements.

Implementing the right best practices ensures your events are accurate, complete, and optimized for performance across the full funnel. Here are the key steps to maximize your results with CAPI:

• Optimize for high-value events: Build campaigns around key milestones, such as purchases and critical pipeline stages.
• Expand event coverage: Track as many relevant actions as possible, including upper- and lower-funnel events (Add to Cart, Contact, Lead, Purchase, and more).
• Monitor key metrics: Track your Event Coverage Ratio and EMQ in Events Manager; refine your customer information parameters to increase signal quality.
• Continuous deduplication: Ensure all events sent via both Pixel and CAPI include unique identifiers for accurate measurement.

Ready to supercharge your ad tracking and optimize conversions like never before? Try Kommo for free and unlock the full potential of the Meta Conversions API integration. Track every lead, improve targeting, and boost your ROI starting today!