🔎 Understanding data absence

Event loss is hard to bear. Here's why it happens and how CAPI solves it.

Privacy opt-outs. Apple's iOS App Tracking Transparency lets users opt out of tracking with one tap — and a large share do, especially in the US.
Cookie blockers + ad blockers. Millions of shoppers run extensions like uBlock that block connect.facebook.net before the Pixel even loads.
Browser privacy. Safari ITP, Firefox ETP, and Chrome's evolving cookie policy all limit how long the Pixel can track a session.

When any of these triggers, the Pixel is literally helpless — the request never reaches Meta.

Conversion API sends events directly from your store's backend to Meta — server-to-server, no browser involved. So:

Ad blockers can't strip the request — it never touches the browser.
iOS opt-outs don't apply — the data isn't tracked across apps, it's reported directly.
Browser cookie limits don't matter — the connection is your server's, not the shopper's.

CAPI ensures no data loss. Meta sees the full picture of what's happening on your store.

But CAPI is tech-demanding compared to one-click Pixel installs. Omega handles the backend for you — turn it on once and forget about it.

Updated on: 03/06/2026

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