Key Takeaway

Marketers and brands are adapting to the cookie-less reality. They are utilizing first-party and zero-party data, server-side tracking, and initiatives like Google’s privacy sandbox, which aims to enable advertisers to reach their target audiences.

A reliable solution now stands out as the leader, now that pixel tracking is almost complete. It is ‘server-side tracking’, also known as Conversion APIs (CAPI).

Adopting a CAPI setup for ecommerce can be the difference between thriving and struggling in digital advertising.

The Fall of the Pixel

Before we move on to what’s needed now and into the future, let’s recap on what ecommerce tracking relied on for years. Browser-based tools, such as Facebook and Google’s pixels, were also available. These snippets collected user behavior data—page visits, purchases, signups—and sent it back to advertising platforms for optimization. Did it work? Yes.

But recent privacy changes have disrupted this system:

• Apple’s iOS 14.5 introduced App Tracking Transparency, letting users opt out of tracking
• Browsers like Safari, Firefox, and Brave now block third-party cookies by default
• Google Chrome to confirm its stand on browser cookies in 2025

The impact?

Pixel tracking misses conversions, breaks attribution, and gives algorithms less data to optimize ads—leading to higher costs and lower ROI.

Enter Conversion APIs

Forget relying on users’ browsers to feed interaction data to marketing, sales, and advertising platforms. Now you have more control, as it is your server—the server on which your e-commerce site is hosted, which sends visitor data.

A Conversion API (CAPI) is a direct server-to-server link between your ecommerce platform and advertising networks.

Instead of relying on browser scripts, a CAPI transmits data directly and securely—making it far more resistant to ad blockers and privacy restrictions.

With a well-implemented CAPI setup, brands can:

• Regain lost tracking data
• Improve attribution accuracy
• Feed better data to ad platforms for optimization
• Maintain performance despite privacy changes

It is worth noting that server-side tracking is not just standard Conversion APIs. Many others are considered Enterprise level, including Tealium and Enslighten.

Examples of CAPI Solutions

Several platforms now offer built-in or integrated CAPI capabilities, including the following.

• Meta CAPI Gateway – Directly connects ecommerce events to Meta Ads Manager
• Google Enhanced Conversions – Improves Google Ads measurement accuracy.
• RedTrack ^nofollow – A third-party tracking platform offering pre-built CAPI integrations for multiple ad networks.
• Hyros – Aimed at high-volume advertisers with advanced attribution models

Choosing the right solution depends on your tech stack, i.e., your technical capabilities, data needs, and other factors, such as what you’re tracking, ad channels, and reporting needs.

Additionally, the size of your business is also relevant to what you need. For example, for a startup, Shopify or Meta CAPI will be a good fit. Whereas if your business is larger and uses multiple platforms,  GTM can provide a centralized solution.

Core Steps for a Strong CAPI Setup

Regardless of the tool you choose, most ecommerce CAPI implementations follow these setup steps.

1. Connect Your Store

Link platforms like Shopify, WooCommerce, or custom sites

2. Configure Events

Decide which user actions to track (e.g., page views, adding to cart, purchasing) and set custom parameters as needed.

3. Integrate With Ad Platforms

Utilize pre-built APIs or integrations for Meta, Google, TikTok, and other platforms.

4. Test & Validate

Run test events to ensure accuracy and verify that there is no missing data.

5. Monitor & Optimize

Review performance dashboards and adjust campaigns based on enriched tracking insights.

Why This Matters Now

Privacy changes aren’t slowing down—they’re accelerating. Businesses, especially those relying on online sales (i.e., e-commerce), that fail to move beyond pixel tracking risk losing crucial visibility into the customer journey, and this is a risk that cannot be ignored.

According to eMarketer, over 70% of global web traffic now comes from browsers or devices with some form of tracking restriction, and it is expected that nearly all US browsers will be cookieless.

ACAP setup is the solution to use for post-pixel tracking, as it ensures your data remains accurate, your ad spending is efficient, and your marketing is scalable, providing a solid return on your investment.

Final Thoughts

Ecommerce tracking is evolving from browser-based pixels to server-side APIs. Brands that adopt CAPI early will maintain accurate measurement, stronger attribution, and better campaign performance.

Whether you use a built-in tool like Meta’s CAPI Gateway, a robust third-party tracker like RedTrack, or another platform, the key is implementation. Set it up right, test thoroughly, and keep optimizing—because in the post-pixel world, accurate data isn’t just nice to have, it’s a competitive advantage.