Why should you use Teads Conversions API (CAPI)?
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 & Teads Click IDs (no dependency on 3rd party cookies).
Post-click Conversion Events are transmitted server-side, ensuring correct tracking in cookieless environments & bypassing ad blockers present in web browsers.
When Teads Pixel is not a viable solution, and you are looking for a server-to-server solution.
What are the key considerations before suggesting an integration via CAPI to your client?
What are the key considerations before suggesting an integration via CAPI to your client?
CAPI supports desktop and mobile web events.
Any type of event can only be sent if a value for ClickID (auctid parameter) is available. This guarantees that the visiting user comes from one of Teads' ads.
You must respect user consent in compliance with GDPR. When integrating via sGTM, the Teads tag handles this automatically through Google Consent Mode. For direct integration, you must include the privacy object in your event payload with the appropriate consent signals.
What methods are available for advertisers interested in implementing CAPI?
What methods are available for advertisers interested in implementing CAPI?
There are two ways advertisers are able to integrate Teads Conversions API (CAPI):
What are the response and error codes for the Teads Conversions API (CAPI)?
What are the response and error codes for the Teads Conversions API (CAPI)?
HTTP 200: The event was successfully received and sent to the pipeline.
HTTP 400: Bad request, the payload is either missing or incorrect. The error is returned following the RFC 7807 structure.
HTTP 429: Too many requests, the client sent too many requests to the server.
HTTP 5XX: Unexpected error, please retry.
How many Teads Conversions API - CAPI requests would provoke an HTTP 429 error?
How many Teads Conversions API - CAPI requests would provoke an HTTP 429 error?
Test Conversions API: Approximately 1 event per second per API key (token).
Production Conversions API: Approximately 20 events per second per API key (token).
How does the Teads Conversions API - CAPI deduplication mechanism work with your Javascript Teads Universal Pixel?
How does the Teads Conversions API - CAPI deduplication mechanism work with your Javascript Teads Universal Pixel?
We use the Teads Click IDs to deduplicate conversion events tracked between the user’s browser and the server-side CAPI connection within a 5-minute time frame. If the same Teads Click ID is recorded twice for the same conversions & with different medium (client & server) within 5 minutes, then we automatically deduplicate this event, Teads will only keep one.
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).
Example: If there is one conversion event tracked from the JavaScript Pixel (browser), and two conversion events tracked from the Teads Conversions API (server-side CAPI), all within a 5-minute timeframe and using the same Teads Click ID, then only 1 event will be deduplicated. There is a peer client conversion/server conversion, then we delete one of them.
Can we use Conversions API (CAPI) without the Teads Pixel?
Can we use Conversions API (CAPI) without the Teads Pixel?
Teads Conversions API (CAPI) can track the same event types and metrics as Teads pixel:
Visits / Quality Visits
Page view of URL / Bounce Rate / Time spent
Conversion Events (eg: Add-to-Cart, Initiate checkout, Leads, Purchases, etc)
Teads Conversions API (CAPI) is a standalone solution, but can also work in tandem with Teads Universal Pixel (JavaScript). Both solutions can be implemented alone, but enabling them together will help to achieve better results.
How does Conversions API - CAPI work?
How does Conversions API - CAPI work?
Post-Click Only: Tracks post-click conversions only on the open web, not post-view.
Cookie Dependency: Requires 1st party cookies to store the Teads click ID and share it back with Teads server-side when a conversion happens.
Selective Call: Clients can choose when to call Conversions API - CAPI, potentially limiting the data Teads receives to only Teads attributed conversions.
How does Conversions API - CAPI work differently across platforms?
How does Conversions API - CAPI work differently across platforms?
Teads (Open Web): Improves post-click conversion tracking in cookieless and adblock environments over longer durations from server-side tag managers.
Social/Search Platforms: Combines online and offline conversion data for enhanced post-click and post-view tracking using user PII (e.g., email) often from CRM/CDP platforms.
Does CAPI work in InApp environments?
Does CAPI work in InApp environments?
No, our Conversions API only works for desktop and mobile web environments.
Will you support integrations based on other server-side tagging partners? (e.g. Adobe…)
Will you support integrations based on other server-side tagging partners? (e.g. Adobe…)
For now Teads only supports server-side Google Tag Manager (sGTM) and Tealium. However, we are open to adding additional partners if there is demand for it. Please reach out to your Teads representative for this.
Is CAPI still relevant and useful now that Google announced their plan to stop third party cookies deprecation?
Is CAPI still relevant and useful now that Google announced their plan to stop third party cookies deprecation?
Yes, some of the reasons include:
Enhanced Data Accuracy: CAPI helps reduce data loss that can occur due to browser restrictions, ad blockers, and cookie expiration. By leveraging server-side data, you can achieve more accurate tracking and attribution, which is critical for optimizing and measuring campaign effectiveness.
Future-Proofing: Although Google has delayed third-party cookie deprecation, the industry trend is still moving towards privacy-first solutions. Many browsers and platforms have already implemented restrictions on third-party cookies. Implementing CAPI will help you future-proof your tracking infrastructure against these ongoing changes.
How does CAPI match data without PII?
How does CAPI match data without PII?
CAPI relies on the Teads Click ID, stored in 1st-party cookies on the client’s website. This ID is shared with the server during conversion events to ensure accurate deduplication and tracking.
How does CAPI ensure privacy and comply with GDPR?
How does CAPI ensure privacy and comply with GDPR?
Teads CAPI is designed with privacy in mind and exclusively uses 1st-party data collection. It complies fully with GDPR and CCPA, as all data collection occurs post-consent.