App CAPI (Conversions API for App) Integration Guide
Overview:
App CAPI enables server-to-server (S2S) event tracking for mobile apps, improving measurement accuracy in privacy-restricted environments like iOS (post-ATT) or Android with limited advertising ID access. It ensures more reliable attribution, reduced signal loss, and greater data control across Meta, Snap, and other ad platforms.
Why Use App CAPI?
- Resilient Tracking: Works even when the app SDK is blocked (e.g., due to privacy settings or poor connectivity).
- Improved Match Rates: Combines both client and server-side signals for higher event match rates.
- Cross-channel Attribution: Complements the existing MMP-based attribution.
- Future-proofing: Aligns with evolving data privacy frameworks.
Prerequisites for App CAPI Setup
| Component | Requirement |
|---|---|
| Firebase (approach 2) | Installed in the app with event tracking enabled |
| MMP (e.g. AppsFlyer, Adjust, Branch) | Installed with the same event schema as Firebase |
| Google Tag Manager (GTM) for App (approach 2) | Required for Android & iOS (we assist with this if not set up) |
Access Required :
To proceed with the implementation, please ensure the following access levels:
| Tool | Access Level Needed |
|---|---|
| Firebase/GA4 (approach 2) | Analyst-level access |
| MMP | Edit or Admin access |
| Google Tag Manager for Apps (approach 2) | Edit access (Android & iOS containers) |
| Snap Events Manager / Ad Manager | Org Admin access |
| Meta Events Manager / Ad Manager | Partial access (sufficient for Pixel & Event setup) |
Implementation:
Approach 1
- Access Verification : Ensure all required platforms are accessible before starting integration.
- Implement Image Calls (API Calls) : Implementation document shared with the client to set up API-based event calls directly from the app to the relevant ad platforms (Meta/Snap), adhering to their App CAPI specifications. This ensures server-level event tracking with proper user identifiers.
- Testing & Validation: All events are tested (Pre QA)
- Go Live: Post-validation, the App CAPI goes live for real-time event sync with ad platforms.
Approach 2
- Access Verification : Ensure all required platforms are accessible before starting integration.
- Events Implementation: Share the Implementation Document with the client for the Firebase and MMP SDK to facilitate the App CAPI setup.
- Testing & Validation: All events are tested (Pre QA)
- Go Live: Post-validation, the App CAPI goes live for real-time event sync with ad platforms.
Frequently Asked Questions (FAQs)
1. Is an MMP mandatory for App CAPI? - Recommended but not mandatory. While Firebase alone can be used to build a custom CAPI pipeline, MMPs offer:
- Certified integrations with Meta/Snap
- Better deduplication and attribution
- Easier consent and privacy handling
2. Why do we need GTM for App? (approach 2) - GTM for Apps provides:
- Flexibility in managing tags/events
- A bridge to push Firebase or MMP events to custom endpoints or other tools
- Easier implementation updates without app releases
3. Will App CAPI replace MMP attribution? - No. App CAPI complements MMP data by improving match rates and visibility on ad platform UIs (like Meta/Snap), but MMPs remain the primary attribution source.
4. Detailed Comparison: App CAPI vs. MMP Tracking
5. Why You Need Both App CAPI + MMP
6. Why API endpoint implementation for event tracking
API endpoint for event tracking is essential to address the low event request issue in the app (in some cases) and to ensure no event requests are dropped.
Related Articles
Meta CAPI for CRM
Overview: The Meta Conversion API for CRM is a performance optimization tool designed specifically for lead ads. It enables businesses to send updated lead information back to Meta, allowing for more precise optimization for campaigns that you are ...Overview of Snapchat Web Conversions API
Overview of Snapchat Web CAPI: Snap’s Conversions API (CAPI) for web is a structured, privacy-centric interface that allows you to directly pass web events to Snap via a Server-to-Server (S2S) integration. This helps Snapchat’s system to optimize ...Setting up source as MS Dynamics CRM for Snap Leads Conversions API
Prerequisites: An MS dynamics account. Dynamics Domain Name Web API Endpoint Application Client ID Tenant ID Client Secret A defined field in MS Dynamics CRM for Snapchat Lead ID. Set-up process: Log in to your Datahash account on ...Overview of Snapchat Leads Conversions API
Description: The Snapchat Leads Conversions API(CAPI) is a performance optimization tool designed specifically for lead generation ads. It enables businesses to send updated lead information back to Snapchat, allowing for more precise optimization ...Pre-requisites of Snap Leads Conversions API
Following are few pre-requisites required for Snap Leads Conversions API: A Snapchat Ads account Leads with Lead ID available in the CRM or any other data source where the leads data is stored. Access to Snapchat Business Manager along with the ...