Conversion API (CAPI)
A Conversion API is a server-to-server integration that sends conversion events directly from an operator's backend to advertising or tracking platforms, bypassing browser-side limitations.
What it means in practice
A Conversion API (CAPI) is a server-side tracking method that transmits conversion data directly from an operator's server to a destination platform — whether that is an ad network, an affiliate tracking system, or an analytics tool. Unlike pixel tracking or browser-based methods, CAPI is not affected by ad blockers, cookie restrictions, or browser privacy features such as ITP.
In affiliate marketing, Conversion APIs serve a similar purpose to S2S postback tracking but follow the API conventions of major ad platforms (Meta CAPI, Google Ads API, TikTok Events API). Operators use CAPI to report FTD events, deposit amounts, and qualified conversions with high reliability. Because the data flows server-to-server, it includes richer event metadata and is less susceptible to attribution fraud.
For operators running paid media alongside affiliate programs, CAPI enables accurate conversion tracking across both channels. It supports multi-touch attribution by providing deterministic event data that can be matched against click IDs or hashed user identifiers. As cookieless tracking becomes the industry standard, CAPI adoption is increasingly essential for maintaining measurement accuracy.
How Conversion API (CAPI) works across industries
See how conversion api (capi) is applied in the verticals Track360 supports, from qualification logic and payout structure to the operational context behind each model.
How Track360 handles this
Track360 supports server-side conversion event forwarding via webhooks and API integrations, enabling operators to connect their affiliate tracking data with ad platform Conversion APIs for unified cross-channel measurement.
Frequently Asked Questions
Common questions about conversion api (capi), how it works in affiliate programs, and where it shows up across Track360's supported verticals.
A Conversion API is a server-to-server integration that sends conversion events (such as deposits, purchases, or sign-ups) directly from an operator's backend to an advertising or tracking platform. It bypasses browser-side limitations like ad blockers and cookie restrictions, providing more reliable conversion data.
Related Terms
S2S Postback Tracking
A server-to-server conversion tracking method where the operator backend notifies the affiliate platform of a conversion via an HTTP request keyed by a stored click ID, avoiding reliance on browser cookies or pixels.
Server-Side Tagging
A tracking pattern that moves conversion pixels from the browser to the operator's own server, improving privacy-law compliance, ad-blocker resistance, data control, and downstream postback orchestration.
Cookieless Tracking
Cookieless tracking attributes conversions without relying on browser cookies, using methods like server-to-server calls, first-party data, or fingerprinting.
Pixel Tracking
Pixel tracking uses a small image tag or JavaScript snippet embedded on a conversion page to notify the tracking platform when a user completes a qualifying action. The pixel fires in the user's browser, sending conversion data back to the tracking server for affiliate attribution.
Conversion Tracking
Conversion tracking is the technical process of recording when a referred user completes a defined action, such as a deposit or purchase, and linking it to the referring affiliate.
Click ID
A click ID is a unique identifier generated for each click on an affiliate tracking link, serving as the key that connects an initial click event to downstream conversions for attribution purposes.
Attribution Fraud
Attribution fraud is the manipulation of tracking data to steal credit for conversions the fraudster did not genuinely drive.
Webhook
A webhook is an HTTP callback that sends real-time event notifications from one system to another when a specified event occurs, enabling automated data exchange between platforms without polling.
Continue Learning
Free structured courses that cover this topic and more.
How to Migrate an Affiliate Program Without Breaking Attribution
A practical migration plan for operators moving from an existing affiliate or IB system. Map your stack, protect attribution, preserve payout logic, and move to a new setup without creating reporting chaos.
How to Structure Affiliate Commissions
CPA, RevShare, hybrid models, KPI-based deals, and multi-tier payout logic. How to pick the right structure for your program, negotiate without losing margin, and adjust as your affiliate base grows.
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