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Performance Marketing
CAPIDefinition
Server-to-server tracking that sends conversion events directly from your server to ad platforms (Meta CAPI, LinkedIn CAPI, Google Enhanced Conversions). Bypasses iOS 14, Safari ITP, and ad blockers that broke client-side pixels. Required for accurate attribution in 2026.
Related terms
Server-Side Tracking
Running Google Tag Manager on a server (Google Cloud Run, Stape) instead of in the browser. The server sees first-party data and forwards events to ad platforms via CAPI. Restores ROAS visibility lost to browser privacy changes.
Consent Mode v2
Google's framework for collecting analytics data while respecting GDPR consent choices. Requires explicit user consent before sharing personal data with Google. Sites without Consent Mode v2 see significant tracking degradation in EU traffic.
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