Conversions API

A conversions API is a server-to-server connection that sends events such as purchases, add to carts and sign-ups from a store to an ad platform. Meta calls its version the Conversions API, and TikTok, Pinterest and Snapchat offer similar event APIs.

They exist because browser tracking pixels miss events. Ad blockers, browser privacy features and consent choices can stop a pixel from firing, which leaves the ad platform with less data to optimise on. Sending events from the server fills some of those gaps, and the platform removes duplicates when both the pixel and the API report the same event.

On Shopify, conversions API connections are usually set up through the ad platform's sales channel app or a dedicated tracking app. Because the events go from server to server, they cannot be detected by looking at a storefront.

For research, this means:

• a detected pixel is good evidence that a store advertises on that network
• a missing pixel is weaker evidence that it does not, since some stores rely more on server events

Advertisers who measure better can usually report a more reliable ROAS, which affects how confidently they scale ads.