> ## Knowledge Base Index
> Fetch the complete knowledge base index at: https://origin.crisp.help/sitemap.xml
> Use this file to discover available pages before exploring further.
> Pure-Markdown content can be obtained by appending a '.md' suffix to the content URLs listed in the sitemap (without the trailing slash).

# What is the Conversions API (CAPI)?

The **Conversions API (CAPI)** creates a direct connection between your store and your Meta ad account. It allows you to send tracking events about your store visitors directly to Meta's server.

The Conversions API is similar to regular web pixels with the exception that events are sent **from the server** rather than the browser. This makes event delivery more reliable and removes the possibility of ad blockers, cookie restrictions, or other browser technologies preventing data being sent.

Providing these events to Meta on the server produces **higher quality attribution data** and can improve ad targeting, reduce cost per conversion and more accurately measure if clicks convert into customers.

When you enable Conversions API on your Origin account these events are sent to Meta automatically for all visitors where tracking is permitted.

Learn more about the Conversions API on [Facebook](https://www.facebook.com/business/help/2041148702652965?id=818859032317965).