Pixel-based tracking sends user data from the browser (client-side) to Meta, but it’s increasingly unreliable due to cookie restrictions, ad blockers, and privacy policies like iOS ATT. Conversions API (CAPI) works server-to-server and avoids these limitations by sending data directly from your backend to Meta.
1. Explain the key differences between Pixel-based tracking and Conversions API (CAPI) tracking. Why is it important to use both in a hybrid setup?
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A hybrid setup ensures both data pipelines are active, improving data accuracy and attribution. To avoid duplication, both Pixel and CAPI should pass the same ‘event_id’. This setup ensures better match rates, enhanced performance tracking, and optimized ad delivery due to stronger signal strength.