Key takeaways
- Which CRM events belong in CAPI for each ad platform
- How to enrich each event with hashed identifiers for high match rates
- How to dedupe server-side events against in-page pixels
- How to verify the algorithm is actually learning from the new signal
- How to roll out CAPI without breaking your existing campaigns
Why CAPI matters more for B2B than for DTC
DTC brands send purchase events back to Meta in minutes. B2B SaaS deals close in weeks. That gap, between the click and the closed-won, is exactly the gap CAPI closes by sending the high-intent pipeline events the moment they happen in your CRM.
Done well, CAPI tells the ad algorithms which leads were actually qualified, which opportunities were created, and which ones closed. Done poorly, CAPI sends noisy lead events that train the algorithm to find more form fillers.
What to send to each platform
Most B2B SaaS teams should send the same three events to every platform: an SQL or qualified-lead event, an opportunity-created event, and a closed-won event. Cometly maps each to the platform-specific action automatically.
- Meta: Lead → SQL, AddPaymentInfo → opportunity, Purchase → closed-won
- Google: enhanced conversions for the same three events
- LinkedIn: Lead → qualified, Sign-up → opportunity, Purchase → closed-won
- TikTok and Microsoft: same triplet, mapped to platform actions
Match quality is the whole game
Every CAPI event needs hashed identifiers, email, phone, IP, FBP/FBC, click ID, name, city, zip. Match quality scores in the 8.5+ range correlate with measurably better algorithmic performance. Cometly enriches every server-side event automatically.
Verify the algorithm is learning
Run an A/B holdout: keep 20% of your ad spend on lead-only optimization, switch the other 80% to optimize toward your new closed-won CAPI event. Watch CAC and LTV side by side for 30 days. The customers we work with see CAC drop and LTV rise within the first cycle.
Cometly · Guide