El Meta CAPI (Conversion API) es el endpoint server-side de Meta para enviar conversion events directamente desde servidor empresa a Facebook/Instagram bypassing browser tracking. Reemplaza/complementa Meta Pixel browser-side. Recupera 25-40% conversions destruidas por ad blockers + iOS 14.5 ATT + ITP.
Qué es Meta CAPI · arquitectura
- Server endpoint · POST a graph.facebook.com/v18.0/{pixel_id}/events.
- Event data · event_name + event_time + user_data + custom_data + event_id (dedup).
- User_data hashed · email/phone/name SHA-256 (Facebook hashes server-side).
- Browser pixel parallel · mismo event_id en pixel + CAPI = Meta dedup automático.
- Customer Information Parameters (CIP) · advanced matching IDs externos.
Setup Meta CAPI · 5 fases
- Generate access token · Meta Business Manager → System Users → Generate Token (long-lived 60d).
- Server endpoint config · Cloud Run / serverless function / sGTM integration.
- Event dedup logic · event_id único shared entre pixel browser + CAPI server.
- User_data hashing · email + phone + first_name + last_name + zip + IP + user_agent + fbp + fbc.
- Test events monitor · Meta Events Manager → Test Events 24h post-setup.
Event Match Quality (EMQ) score
Meta scoring 0-10 que mide cuán bien matchea CAPI events con users Facebook. Target EMQ >8/10. Drivers:
- fbp + fbc cookies · IDs Facebook attribution. Mandatory.
- Email hashed · +2-3 EMQ points.
- Phone hashed · +1-2 points.
- External ID · CRM customer ID propio + 1-2 points.
- IP + user_agent · +0.5-1 point.
- EMQ >8 · 25-40% más conversions atribuidas.
Eventos canónicos B2B CAPI
- Lead · form submit / demo request.
- CompleteRegistration · email signup.
- Contact · phone/whatsapp inquiry.
- Schedule · calendar booking.
- SubmitApplication · proposal/RFP submitted.
- StartTrial · SaaS trial start.
- Subscribe · SaaS subscription paid.
- Purchase · Won deal (B2B usar value rules ACV).
Recovery typical B2B post-CAPI
- iOS 14.5+ users recovery · +25-35% conversions tracked.
- Safari ITP recovery · +15-25% additional.
- Ad blocker recovery · +20-30% additional.
- Total CAPI recovery · 25-40% sobre pixel-only baseline.
- Smart Bidding improvement · ML signal quality +30%.
Errores frecuentes Meta CAPI
- CAPI sin event_id dedup. Double counting events pixel + CAPI.
- EMQ <6. User_data poor → ML signal degraded.
- Hashing client-side. Email plaintext exposed → privacy violation.
- Token short-lived. Expira → tracking down silencioso.
- Sin fbp + fbc cookies. EMQ drops 3-4 points.
- Sin test events monitoring. Errors silent → tracking gap weeks.
Términos relacionados
- Server-side GTM — host CAPI events vía sGTM.
- Atribución multi-touch — CAPI recovery impacta attribution.
- CAC — accurate CAC requires CAPI.
- Funnel de conversión — CAPI events por etapa funnel.
- Smart Bidding — equivalente Google Enhanced Conversions.