Why Facebook CAPI is Mandatory in 2025

The era of the third-party cookie is officially over. With Safari's Intelligent Tracking Prevention (ITP) and the rise of ad-blocking extensions, relying solely on the Facebook Browser Pixel is no longer a viable strategy for serious marketers.

The "Signal Loss" Problem

When a user visits your site using Brave Browser or with an ad-blocker enabled, the request to connect.facebook.net is instantly blocked. This means:

• Purchase events are not sent.
• ROAS (Return on Ad Spend) looks artificially low.
• Facebook's AI cannot optimize your ads because it doesn't know who is converting.

Enter Server-Side Tracking

Server-Side tracking (CAPI) moves the data collection from the user's browser to your server. Since the data is sent from your server directly to Facebook's server, ad blockers cannot see or stop it.

"Switching to ServerTrack increased our attributed revenue by 28% in the first week simply by capturing events that were previously blocked."

Why ServerTrack?

While you can set up CAPI manually using Google Cloud, it requires significant engineering overhead. ServerTrack provides a "set it and forget it" pipeline that handles:

1. Deduplication: Generating unique Event IDs so Facebook knows which browser/server events match.
2. Data Hashing: Automatically hashing PII (emails, phones) to meet GDPR standards.
3. Retry Logic: Ensuring data is delivered even if the API has a momentary hiccup.

Ready to fix your tracking? Start your free trial today.