Overview
CAPI is the Conversions API connection between LayerFive and your ad platforms. Browser tracking loses events to ad blockers, browser privacy limits, cookie expiry, and dropped network calls. CAPI sends the same events from LayerFive's server straight to Meta and Google, so the platforms receive conversions the pixel never captured and match more of them to real accounts. Better matching feeds better optimization, and the screen shows what the connection is worth in revenue and return on ad spend.
Navigation: Audiences > CAPI
Use it to check
| Question | Where to look |
|---|---|
| Whether CAPI is live for a platform | Card header, next to the CAPI enabled date |
| Whether the impact numbers are final | Calibration state under the enabled date |
| What the connection is worth in revenue | Total Revenue Impact |
| Whether every event is still firing | Status and Last Sent columns |
| How well Meta matches your events to real people | EMQ Score column |
| How many extra conversions the server stream adds | ACR column |
| Whether Google rates your event data as usable | Qualify column |
Platform Cards
One card per connected platform sits at the top of the screen, Meta on the left and Google on the right.
| Element | What it tells you |
|---|---|
| CAPI enabled, with a date | The day the server connection went live for this platform |
| Calibration state | Calibration Completed means the impact figures are final. Calibrating ROAS impact means LayerFive is still building the comparison. |
| Total Revenue Impact | Revenue LayerFive attributes to running CAPI alongside the pixel |
| ROAS Impact | The percentage lift in return on ad spend attributed to CAPI |
| ROAS, Before CAPI and After CAPI | The comparison behind the ROAS Impact figure |
| Reference chip, for example Sep 2026 ROAS | Your actual measured return on ad spend for the month, shown as a reference point for the Before and After comparison |
A card still calibrating reports Total Revenue Impact of $0 and ROAS Impact of 0.00%. The Before and After values on a calibrating card are not final. Do not quote them to a client or put them in a business review until the card reads Calibration Completed.
Meta Event Performance
| Column | What it tells you |
|---|---|
| Events | The standard event name, for example Purchase or AddToCart |
| Status | Active means LayerFive is sending this event. Inactive means the stream is off. |
| Last Sent | Time since the most recent event reached Meta. Healthy streams read in seconds or minutes. |
| Volume | Number of events sent in the reporting window |
| ACR | Additional Conversions Reported. The extra conversions the server stream reports on top of what the pixel alone captured, as a percentage. |
| EMQ Score | Event Match Quality. A score out of 10 for how well the customer information you send lets Meta match an event to an account. |
Reading the EMQ Score
Meta scores Event Match Quality from 0 to 10, based on which customer information parameters arrive with the event, the quality of those parameters, and the share of events matched to a Meta account. Use these bands as a working guide.
| Score | Read | Action |
|---|---|---|
| 8.0 and above | Strong matching | Leave it alone and watch for drops |
| 6.0 to 7.9 | Workable, with room left on the table | Add missing customer parameters |
| Below 6.0 | Weak matching, holding back optimization | Fix parameter coverage before reading anything else on this screen |
Raise a low score by sending more customer information with the event: email, phone number, external ID, Meta click ID, browser ID, IP address, user agent, and location fields such as city, state, and country. Coverage matters more than any single field.
Read Purchase and InitiateCheckout first. A weak score on PageView costs far less than a weak score on the events your campaigns optimize toward.
Reading ACR
Additional Conversions Reported shows how much the Conversions API adds on top of the pixel for each event. A high figure on Purchase means the server stream is recovering conversions the browser lost, which is the entire point of the connection.
A 0% figure on PageView is normal. The browser already captures nearly every pageview, so the server stream adds nothing on top.
A 0% figure on Purchase is not normal. Treat it as a setup problem and check the troubleshooting table below.
Google Event Performance
| Column | What it tells you |
|---|---|
| Events | The event name, for example Purchase or ProductView |
| Status | Active means LayerFive is sending this event. Inactive means the stream is off. |
| Last Sent | Time since the most recent batch reached Google. Google batches events, so these values read in hours rather than in seconds. |
| Volume | Number of events sent in the reporting window |
| Qualify | Google's rating of the event data quality, for example Excellent |
An event showing Inactive with a volume of 0 and no Qualify rating is sending nothing at all. This is the single most common finding on this screen and the fastest one to fix.
How to Use This Screen to Make Decisions
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Check the calibration state before reading any impact figure. A calibrating card carries no usable revenue number.
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Scan the Status column on both tables for Inactive events. An event switched off is a measurement gap, not a reporting quirk.
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Scan Last Sent. A Meta event reading hours old, or a Google event reading days old, points at a broken stream rather than at quiet traffic.
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Fix Event Match Quality before arguing about return on ad spend. Matching quality caps everything downstream of it.
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Rank your attention by event value. Purchase, InitiateCheckout, and AddPaymentInfo carry the optimization signal. PageView and Search rarely repay the same effort.
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Compare the reference chip with the After CAPI figure and expect a gap. The two numbers answer different questions, so use the definitions above to explain the difference rather than treating it as an error.
What to Check and When
| When | What to check |
|---|---|
| Weekly | Status and Last Sent across both event tables |
| Monthly | EMQ Score on Purchase and InitiateCheckout |
| Before every business review | Calibration state on each card, so no figure gets quoted early |
| After a site, theme, or checkout change | Event volumes, to catch a stream broken by the release |
| After reconnecting Meta or Google | Last Sent on every event, to confirm the streams resumed |
| When return on ad spend moves sharply | ACR and EMQ before the campaign settings |
Troubleshooting
| Symptom | Likely cause | Fix |
|---|---|---|
| Event shows Inactive with 0 volume | The event is not configured or is not firing on the site | Confirm the event exists on the storefront, then check the event mapping in LayerFive |
| Last Sent on a Meta event reads hours old | The stream stopped rather than slowed | Check the platform authorization in Integrations, then reconnect |
| EMQ Score below 6.0 | Too few customer information parameters reach Meta with the event | Add email, phone, external ID, click ID, IP address, and user agent to the event payload |
| ACR reads 0% on Purchase | Server events are not landing, or the deduplication key is dropping them against the pixel | Confirm the server stream is active, then check the event identifier used for deduplication |
| ACR reads 0% on PageView | Expected. The browser already captures these. | No action |
| Total Revenue Impact reads $0 while the platform is live | The card is still calibrating | Check the enabled date and the calibration state, then wait for Calibration Completed |
| After CAPI return on ad spend sits below Before CAPI | The card is still calibrating, so the comparison is incomplete | Treat the figures as provisional until calibration finishes |
| Google Qualify column is blank | The event is inactive, so Google has nothing to rate | Activate the event |
| Volumes dropped across every event at once | The site tag or the platform connection broke, rather than the individual events | Check integration status first, then the storefront |
Common Questions
Why does a live platform show $0 Total Revenue Impact?
The card is still calibrating. LayerFive builds the Before and After comparison from a period of measured performance, and the revenue and lift figures stay at zero until the comparison is complete. The calibration state under the enabled date tells you which stage the card is at.
What does an ACR figure above 100% mean?
The server stream reported more additional conversions than the pixel captured on its own for the same event. High-value events such as Purchase lose the most to browser restrictions, so they show the largest additional conversion figures.
Is CAPI double counting my conversions?
No. Events sent from the browser and from the server carry a shared identifier so the platform discards the duplicate and keeps one. [Patch point: name LayerFive's deduplication key and how to verify it inside Events Manager]
Why does the reference ROAS differ from both the Before and After figures?
The reference chip shows your actual measured return on ad spend for the month named on it. The Before and After figures come from the calibration comparison, which covers a different basis. [Patch point: state the exact period and basis behind each figure, since the difference is the most common question this screen produces]
Meta events update in seconds and Google events update in hours. Is Google broken?
No. Google receives events in batches, so its Last Sent values run in hours by design. A Google event reading days old is worth investigating.