Conversion API - The Perfect Partner for Business Messaging [2025 Updates]

What is Conversion API?

Conversions API (CAPI) is designed to create a direct and more reliable connection between marketing data and Meta platforms. With the ability to pull data from your app, website, physical store, or messaging conversations, Conversions API puts all your data in one place. Offering analytics that provide a full breakdown of your audience, Conversions API can help you make informed decisions about your marketing strategy that are based on real, concrete data.

Created to work with Meta’s messaging platforms, Conversions API helps your business fully utilize tools like Click to Messenger and Click to WhatsApp.

Source: Official Facebook

Benefits of Conversion API

Conversions API is like jet fuel for your business messaging efforts. iSlash has summarized the three major advantages of APIs.

1. Understand the Value of Click to Message Ads

See when customers convert from your business messaging conversations. You can see how many leads and sales you create with Click to WhatsApp and Messenger Ads. With the combination of Conversions API data and Click to Message ads, your business will have a powerful new avenue to create lasting customer relationships.

2. Improving Advertising Performance

Having all your data in one place allows you to see trends among your customers the moment they emerge, and can put you at the forefront of new strategies in business messages. Understanding not only what works and what doesn’t, but exactly why your ads perform like they do is one of the biggest challenges in marketing. Conversions API makes that easy, and in turn informs your future marketing decisions for ads that Click to WhatsApp like never before.

3. Simplify Omnichannel Data Set-Up

Now you can leverage one unified integration to accurately share your marketing data across messaging channels and beyond. Conversions API can connect with them and bring that essential data into Events Manager for greater visibility and easier management across your integrations, no matter where your key touchpoints are.

The Difference between Facebook Pixel and Conversions API

The Facebook Pixel and Conversions API are both tools provided by Meta to help advertisers track user interactions and measure the effectiveness of their advertising campaigns. However, they differ in their functionality, implementation, and use cases:

Event-based Action	FB Pixel	Conversions API
Initiate Checkout	✅	✅
Add Payment Info	✅	✅
Purchase	✅	✅
Lead	✅	✅
Registration	✅	✅
Contact	✅	✅
Page View	✅	✅
View Content	✅	✅
Search	✅	✅
AddToCart	✅	✅
AddToWishlist	✅	✅
Cancelled Order		✅
LeadScore		✅
Offline Purchase		✅
Completed Order		✅

The Pixel is ideal for tracking website activity and attributing conversions to specific ad campaigns, while the CAPI provides a more robust solution for tracking offline events, cross-device conversions, and other non-website interactions. Advertisers may choose to use one or both of these tools depending on their tracking needs and objectives.

Remarks: Starting with Graph API version 17 onwards, released on May 23, 2023, Offline Conversions API will no longer support offline events. We anticipate that the Offline Conversions API will be discontinued in the third quarter of 2024. We recommend that advertisers with Offline Conversions API integrations convert their integration into a Conversions API integration and do not update their Offline Conversions API until they have successfully done so.

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𝑭𝒐𝒍𝒍𝒐𝒘 iSlash AI - Your Trusted Meta Business Partner and WhatsApp BSP

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