Score your Meta / TikTok CAPI implementation quality.
Audit your CAPI setup
email, phone, IP, FBP, FBC, click_id, etc
CAPI Health Score
Health score—/ 100
Verdict
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Estimated signal recovery
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Tier
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Improvement priorities
Priority
Action
Impact
About this tool
Meta and TikTok\'s Conversion API (CAPI) is mandatory infrastructure in 2026. Without it, you\'re running on browser-pixel data alone — which lost 30-50% of signal post-iOS14 and continues to degrade as more users opt out and adopt ad blockers. CAPI restores most of that lost signal by sending events server-to-server.
This calculator scores your CAPI setup against five dimensions: event match quality (Meta\'s 0-10 metric), number of customer identifiers passed, deduplication setup, server-side coverage of all events, and custom conversion configuration. Each weights the score; the goal is 80+ for healthy CAPI.
The diagnostic insight: CAPI implementation is rarely "done." Operators install CAPI Gateway, see the green check, and move on — without auditing event match quality or verifying deduplication. Common problems: only purchase events sent server-side (missing earlier funnel signals), no email/phone hashed identifiers (low EMQ), missing event_id deduplication (double-counting).
Pair with the Tracking Gap Estimator (measures the underlying problem) and the Click vs View Attribution Gap (measures the over-credit side of attribution). CAPI quality directly drives platform algorithm performance — better signal = better optimization.
Frequently asked questions
Why does CAPI matter?
Post-iOS14, browser-based pixel tracking lost ~30-50% of conversion signal due to ATT opt-outs and ad blockers. CAPI sends events server-to-server, recovering most of that loss. Without CAPI in 2026, your platform optimization is operating on partial data.
What's "event match quality" (EMQ)?
Meta's 0-10 score for how well your CAPI events match a Meta user. 6+ is good; 8+ is excellent. EMQ depends on customer info passed (email, phone, IP, user agent) plus matching with browser pixel events. Higher EMQ = more recovered conversions.
How do I improve EMQ?
Pass more customer data with each event: hashed email, phone (if available), IP address, user agent, FBP/FBC parameters from cookies, click ID. Use deduplication keys to avoid double-counting between pixel and CAPI.
How does CAPI dedupe with pixel?
Both fire for the same conversion. Meta dedupes using event_id (a unique transaction identifier). Without proper event_id matching, you'll see duplicate conversions in reporting — worse than no CAPI. Always implement event_id correctly before testing.
Should I use CAPI Gateway?
For Shopify Plus stores: yes — Meta's CAPI Gateway is essentially plug-and-play. For other platforms: build via Stape, Tealium, or custom server-side GTM. CAPI Gateway is the easiest path; custom is more flexible. Either is far better than browser-only tracking.