Facebook Ad Performance: Understanding CAPI Connection Types

FB advertisers know that a Conversions API connection is essential. But few know the difference between the good and the great.

You need a CAPI connection to fix performance and reporting problems. But there's a huge range of effectiveness of the various CAPI solutions that are out there.

To shed light into this, here's an overview of the different types of CAPI connections, and how to have the best possible data for your Facebook ad account.

First, some context...

Due to privacy changes like iOS 14+, the data your website sends back to your Facebook/Meta ad account via the standard website pixel has significant limitations.

Enter CAPI, a server-to-server data connection that helps you restore the data flow, identify valuable customers, and provide the necessary data for auto-optimizations in your ad campaigns.

This past month, you've likely received numerous emails or notifications from Facebook/Meta, suggesting (or even mandating) that you enable a CAPI connection. However, it's not just an on-off switch; think of it more like a dimmer switch.

Here's the levels to various CAPI connection types...

1️⃣ Basic (Poor) Connection

Type:
Offline event uploads

What It Sends:
Event type and amount, but no extra metadata.

Benefits:
Helps with sales counting but often leads to over-attribution. Does not support machine learning or advanced campaign setup.

Example: Wicked Reports, Amazon Attribution API

2️⃣ Good Connection

Type:
Integrated connection

What It Sends:
Includes standard user-matching and product metadata, but lacks info on orders or customer types. Sends hourly in batches (not real-time).

Benefits:
A step up from basic. However, it does not improve match rates over a website pixel or support subscriptions/Facebook Shop orders.

Example: Shopify's native CAPI connection

3️⃣ Better Connection

Type:
CAPI Gateway connection

What It Sends:
Complete user data, with session enrichment, sent in real-time.

Benefits:
Suitable for most brands and provides enhanced match rates. Likely to cause over attribution for brands with offline events, subscriptions, or Facebook/Instagram Shop orders.

Example: Blotout/Edgetag, AdLinks

4️⃣ Best-in-Class Connection

Type:
Advanced CAPI connection

What It Sends:
Robust user data, order data, and customer data. Filters events by source and sends distinct event types. Passes custom parameters.

Benefits:
Boosts ad performance without over-attribution. Ideal for advanced targeting and brands with multiple order types.

Example: Popsixle


💥 What's at stake...

With the crucial Q4 season right around the corner, now is the time to ensure you have the best possible data supporting your Facebook ads. With the best possible data connection, you will have better ad performance. Your Facebook account will have accurate, trust-worthy attribution. And the auto-optimizations happening in your account will work harder by being based on accurate, real-time data.