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Meta Conversions API (CAPI) is a feature that helps businesses improve advertising performance by sending verified conversion data directly from bitbybit to Meta. Data can come from customer interactions through channels such as WhatsApp, Messenger, or Instagram, giving Meta the signals it needs to optimize ad delivery and campaign results.
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Why Use CAPI?

CAPI helps Meta understand which leads matter most — so your ads can reach the right audience. Businesses using CAPI benefit from:
  • Track more WhatsApp conversions
    When customers move from Meta ads to WhatsApp, Pixel may lose track. CAPI sends Lead or Purchase events directly to Meta so it can optimize for people more likely to convert.
  • Bypass browser restrictions
    Privacy updates, ad blockers, and cookie limitations can cause missing data. Since CAPI works server-to-server, your tracking stays more accurate and reliable.
  • Capture delayed Shopify purchases
    Customers may chat on WhatsApp today and complete their purchase on Shopify later. CAPI helps connect these conversions back to the original ad.
  • Improve retargeting and audience quality
    Send richer customer signals to Meta to build better Lookalike Audiences and run more effective retargeting campaigns.
  • Get better ad performance
    With more complete conversion data, Meta can optimize your campaigns more efficiently and improve ROAS.

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How It Works

The Send Conversions API Event step allows businesses to send conversion events directly to Meta based on customer actions or interactions with ads and messages. When this step is triggered in a workflow, the selected event data is sent to Meta’s Conversions API and connected to the relevant Meta ad campaign for optimization and tracking. By sending these signals, you are essentially telling Meta: “Find more leads or customers like these.” This helps Meta prioritize users who are more likely to convert and reduces the chance of attracting spam or low-quality leads.

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Supported Conversion Types

  • Lead Conversion — Automatically send conversion data when a lead is generated through interactions with Meta ads.
  • Purchase Conversion — Send purchase event data when a customer completes a transaction through ads or messaging interactions.