In context
Without CAPI: iOS 14.5+ users block Meta Pixel, you lose ~35% of purchase events, optimization suffers, CPA climbs 20-30%. With CAPI: server sends hashed email + order value directly, Meta de-duplicates against the browser pixel, and your algorithmic delivery is materially healthier.
Why it matters
- CAPI is table stakes in 2026 — not optional.
- Shopify + Meta integration does CAPI natively; custom stacks need setup.
- Event Match Quality (EMQ) score of 7.0+ is the target.
Related terms
Frequently asked questions
Does CAPI replace the Pixel?
No — run both and dedupe with event_id. Belt and suspenders approach.
What's a good Event Match Quality score?
Target 7.0+ out of 10. Below 6.0 is materially degraded.
Shopify + Meta = automatic CAPI?
Yes via the native Meta App, but verify EMQ score and dedupe are actually working.