What Is the Conversion API? Meaning and How It Works for Ads
Also known as: Conversions API, what is conversion api, Meta Conversions API
Short answer
The Conversion API is a connection that links an advertiser marketing data to Meta systems. Your server, app, or CRM sends events straight to Meta. The event types include website events, app events, business messaging events, and offline conversions.
How it works
The advertiser sets up a sending path from its own system to Meta. In a direct integration, the advertiser server contacts the Meta Conversions API endpoint and sends events. Each event ties to one dataset in Meta.
The source of an event can be a server, a website platform, an app, or a CRM.
Supported event types
| Type | Example |
|---|---|
| Website event | A visitor fills in a form |
| App event | A user completes a purchase in an app |
| Business messaging event | A WhatsApp chat from an ad becomes qualified |
| Offline conversion | A sale that closes in a shop or by phone |
How it relates to WhatsApp sales
Many sales close in a chat, not on a website page. A browser pixel does not see that chat. The Conversion API carries the chat result from your system to Meta.
To see which events Konektor.id sends to Meta, read Meta ads tracking software. The content of one event for a chat from a Click-to-WhatsApp ad is in WhatsApp CAPI software.
This term is also covered in What is CAPI?.
Sources
Meta for Developers, Conversions API and Conversions API for business messaging. Checked 14 October 2026.
Frequently asked questions
- What is the difference between Conversion API and Conversions API?
- They are the same. The official name in the Meta documentation is Conversions API, with an s. Many people type Conversion API, and both spellings point to the same service.
- How does the Conversion API differ from a pixel?
- A pixel runs in the visitor browser. The Conversion API sends from your server. Meta processes server events like pixel events. If you use both, make sure the same event is merged correctly, so it is not counted twice.
- Can the Conversion API be used for WhatsApp chats?
- Yes. Meta provides a dedicated path for business messaging on WhatsApp. The event carries the ctwa_clid of a Click to WhatsApp ad and the WhatsApp Business account ID of your business, so Meta can tie the chat result to the ad click.
- How does Konektor.id use the Conversion API?
- Konektor.id sends events from its server to Meta through the Conversions API when a lead status changes, for example Qualified and Closing. For Click to WhatsApp ads, the event goes to the CTWA dataset of your number. The Delivery log shows whether Meta received the event.
Related terms
Konektor guides
Your ad numbers are only as accurate as the data behind them
Konektor captures the Click ID and sends conversions that close on WhatsApp, over the phone, or in a shop back to the ad platform.