What the Conversion API does
A Conversion API (CAPI) sends conversion events from Storeep's server straight to the ad platform, bypassing the buyer's browser. Because it runs server-to-server, it is not affected by ad blockers, browser privacy settings, or iOS tracking limits, and it carries hashed customer details to improve match quality for Smart Bidding and lookalike audiences. For the client-side pixels, see the companion article Browser pixels.
You can run a browser pixel and a CAPI for the same platform at once. Storeep stamps both with a shared event ID built from the event type and order number, so the platform de-duplicates them into one conversion rather than counting two.
Which platforms offer a CAPI
- Facebook / Meta Conversion API.
- TikTok Events API.
- Snapchat Conversions API.
X and Google Ads do not have a server-side Conversion API in Storeep; they are browser-side only.
What gets sent
On each qualifying order, Storeep sends the order value and currency, the product line items, and the buyer's signals: hashed email, hashed phone, a hashed customer ID (external_id), the IP address, the user agent, and, for Facebook and Snapchat, the hashed market country. It also forwards any ad click IDs found in the buyer's cookies (Facebook _fbc and _fbp, TikTok ttclid, Snapchat ScCid) so the platform can attribute the conversion to the original click.
Conversion event types
- Facebook: Lead or Purchase only. The Facebook CAPI does not send add-to-cart or checkout events.
- TikTok: Lead, Purchase, Place an order, or Complete payment.
- Snapchat: Purchase or Reserve.
Currency and zero-value orders
Each event uses the order's own currency when the platform supports it; otherwise the value is converted to USD. The Facebook CAPI skips any order whose total is 0, because Meta rejects conversions with no value, which keeps it consistent with the Facebook browser pixel.
Abandoned orders gating
This is the key behavior to understand. A brand-new order always triggers the CAPI send. An abandoned order is different: it only sends when you turn on the Abandoned orders toggle for that CAPI entry, and only at the moment the order status changes from abandoned to any other status.
- With Abandoned orders off, recovered abandoned orders are never forwarded to the platform.
- With it on, the event fires when the order moves out of the abandoned status, whether you change the status manually or the Automator app changes it automatically.
- If Automator is not installed, you must move the order to another status yourself for the event to fire.
- The toggle is per entry, so you can enable abandoned-order tracking for one Pixel ID and leave it off for another.
Installing a CAPI and its fields
- Open Apps in the left menu.
- Find the Conversion API app you want and click Install, then confirm.
- Open the app again and click Add new pixel to create an entry.
Each entry has these fields:
- Activate: when on, conversion events are sent server-to-server. On by default.
- Abandoned orders: the gating toggle described above. Off by default.
- Ad account name: a label for your own reference only.
- Pixel ID: your Meta, TikTok, or Snapchat Pixel ID.
- Markets: the store markets this entry covers. Select one or more.
- Conversion event type: the platform options listed above.
- Access token: the Conversions API access token you generate in the platform's events manager. Required.
- Activate test mode: when on, events are sent as test events.
- Test code: the test event code from the platform, for example TEST_1234. Required when test mode is on.
Test mode
With test mode on, events appear in the platform's test events view so you can confirm the integration without touching live data. Test events do not feed ad bidding or optimization, so disable test mode before you run live campaigns.
How markets scope a CAPI
A CAPI entry fires only for orders placed in the markets you selected on it. An order in a market you did not pick does not trigger that entry, so you can run a different Pixel ID and access token per country from the same store.
Things to check
- Use the same Pixel ID on your browser pixel and your CAPI so the platform de-duplicates the two deliveries into one conversion.
- If events stop appearing in the platform's events manager, your access token may have expired. Regenerate it and update the entry.
- Each entry is independent. You can add multiple entries per platform, each with its own Pixel ID, access token, markets, event type, and abandoned-order setting.
- Remember to disable test mode before going live, or your real conversions will not be counted.