What is the Teads Conversion API (CAPI)
Teads Conversions API (CAPI) is a secure server-to-server solution that enables you to share your conversion event data directly to Teads, and is complementary to pixel-based events collection. By establishing a direct server-side connection, CAPI enhances your campaign performance through better measurement and optimization.
Why should you use Teads Conversions API (CAPI)?
Improve the number and accuracy of post-click conversions reported and optimized by Teads.
Improve outcomes with better quality conversion events.
Cookieless Ready: Relies on 1st Party Cookies and Teads Click IDs (no dependency on 3rd party cookies).
Post-click Conversion Events are transmitted server-side, ensuring correct tracking in cookieless environments and bypassing ad blockers present in web browsers.
When implementing a pixel on your website isn’t a viable solution, and you are looking for a server-to-server option.
Key Features
Teads Conversions API (CAPI) can track the same event types and metrics as the Teads Pixel (only on post-click basis):
Visits / Quality Visits
Page view of URL / Bounce Rate / Time spent
Conversion Events:
View Content
Search
Add to Wishlist
Add to Cart
Initiate Checkout
Lead
Purchase
Complete Registration
App Install
For accuracy, events are deduplicated from those tracked by the Teads Pixel when both are present:
The Teads Click IDs recorded with all events are used to deduplicate, only counting one event for all events tracked between the user’s browser (client-side Teads Pixel), and the (server-side) CAPI connection within a 5 minutes time frame.
Teads will only deduplicate if there is a similar event related to the same Teads Click ID in a different tracking environment (browser vs server side).
e.g. if there is 1 conversion event tracked from the Javascript Pixel (browser), and 2 conversion events tracked from the Teads Conversions API (server-side CAPI), all within a 5 minutes timeframe and using the same Teads Click ID, then only 1 event will be deduplicated.
Implementation Steps
Before you start your CAPI integration
It is essential for advertisers to remain compliant with the local privacy regulations.
E.g. Respecting the user consent mandate in compliance with GDPR.
Also note that CAPI relies on an analytics cookie as opposed to a marketing cookie for measurement.
CAPI requires the Teads Click ID (auctid parameter) to be present in the URL for measurement. For advertisers using 3rd party click trackers, the Click ID must be configured to be forwarded during campaign creative setup as explained here.
CAPI supports desktop and mobile web traffic/events.
Step 1: Generate a Conversion API (CAPI) Token
Before implementing Teads Conversions API (CAPI) with Server-side Google Tag Manager (sGTM) or Direct Integration hardcoded, you have to generate a token (API key) in TAM Events Manager:
Go to the TAM Events Manager page
Locate the pixel for which you want to set up Teads Conversions API (CAPI)
Expand the pixel menu and click on Pixel code & settings (or by clicking directly on API Conversions Available if the button is already present).
From the Pixel code & settings page, click the Generate API Token to create a new one. If the option is not available, please reach out to your Teads Account Manager for support.
Take note of the token you wish to use as you will need it later for the API integration. From this view, it is also possible to generate new tokens, as well as rename and delete existing ones.
Step 2: Implement CAPI on your website
The Teads Conversions API (CAPI) can be deployed one of the supported integration methods listed below:
Direct Integration (hardcoded)
Additional Resources:
Available Parameters for Conversions API (CAPI)
Full list of parameters supported for Conversions API (CAPI) requests.
Conversions API - FAQ
Review our dedicated article to find answers to common questions about the Teads Conversions API (CAPI) server to server integration.