Conversions API

A direct connection through which an advertiser's own systems send records of customer actions to an advertising platform. API in the name stands for application programming interface. The actions are conversions, the results the advertiser counts, such as a purchase. On the advertiser's website, a measurement pixel reports actions from inside each visitor's browser, where ad blockers and browser privacy protections stop part of the reports. The direct connection bypasses the browser, so those blockers and protections leave its records untouched, and the platform receives a fuller count of results. In the European Economic Area, the law requires the customer's consent before the advertiser sends these records for advertising measurement. When the pixel and the connection both report the same action, the two reports have to carry one shared identifier for the platform to count the action once.