A conversion API, or CAPI, sends event data like purchases and add to carts from your store directly to the ad platforms. Ad platforms use that data to personalize, optimize, and measure your campaigns, which helps put your ads in front of a relevant audience.
ThoughtMetric, Triple Whale, Northbeam, and Polar Analytics all offer CAPI as a feature. Each brands it differently, which makes a side-by-side evaluation less straightforward. The main differences come down to price and which tier includes it.
Tool Comparison At a Glance
- ThoughtMetric refers to the feature as Conversion API (CAPI). Pricing starts at $99 per month for 50,000 pageviews and CAPI is included for every customer. ThoughtMetric does not gate features behind tiers.
- Triple Whale calls it Sonar Optimize. Available on paid plans, with Foundation starting at $219 per month, Automate at $749 per month, and Enterprise pricing is custom.
- Northbeam calls it Northbeam Apex. Included on all plans, with Starter starting at $1,500 per month. Higher-tier pricing is custom.
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Polar Analytics calls it Advertising Signals. It is sold as a separate product and pricing is not listed on the Polar Analytics website.
ThoughtMetric
ThoughtMetric is an easy-to-use attribution tool with robust features like CAPI included in every customer’s plan. With ThoughtMetric, onboarding and implementation is a seamless process so you can optimize your ads quickly without a developer or data scientist. ThoughtMetric is specifically designed for e-commerce brands and directly integrates with Shopify, WooCommerce, Magento, and BigCommerce. Of all of the tools listed in this article, ThoughtMetric is the most inclusive on pricing and works well for both startups and established brands. Pricing is based on pageviews and starts at $99. All features included.
Triple Whale
Triple Whale is a more complex attribution tool that also offers a conversion API feature called Sonar Optimize. It functions exactly the same as ThoughtMetric's CAPI. Sonar Optimize is included for all paid Triple Whale customers with pricing starting at $219 a month for stores with an annual GMV less than $250k.
Northbeam
Northbeam is an attribution tool for brands with high advertising budgets. It offers a conversion API feature called Northbeam Apex. Pricing for Northbeam is much higher than the other tools in this article. Apex is included on the Starter tier which starts at $1,500 per month for brands that spend less than $1.5m a year on media.
Polar Analytics
Polar Analytics is a business intelligence platform primarily for Shopify brands. Polar Analytics offers a conversion API feature as a separate product called Advertising Signals. Pricing is not listed on their website; you will have to book a demo in order to get a quote.
Choosing a Tool
The right decision depends on your budget and needs. At ThoughtMetric, we don’t believe in gating the most useful attribution features behind higher tiers. For e-commerce brands in search of an attribution tool that offers a conversion API feature, book a demo to learn more about ThoughtMetric.
Frequently asked questions
What is a conversion API (CAPI)?
A conversion API sends event data like purchases and add to carts from your store directly to the ad platforms. Ad platforms use that data to personalize, optimize, and measure your campaigns.
A conversion API sends event data like purchases and add to carts from your store directly to the ad platforms. Ad platforms use that data to personalize, optimize, and measure your campaigns.
Are Sonar Optimize, Northbeam Apex, and Advertising Signals the same as CAPI?
Each is that company’s name for its conversion API feature. Sonar Optimize is Triple Whale’s, Northbeam Apex is Northbeam’s, and Advertising Signals is Polar Analytics’.
Each is that company’s name for its conversion API feature. Sonar Optimize is Triple Whale’s, Northbeam Apex is Northbeam’s, and Advertising Signals is Polar Analytics’.
Which ad platforms does ThoughtMetric’s CAPI send data to?
ThoughtMetric sends server-side conversion data to Meta and Google through its Conversion API integrations.
ThoughtMetric sends server-side conversion data to Meta and Google through its Conversion API integrations.
Does ThoughtMetric charge extra for CAPI?
CAPI is included for every ThoughtMetric customer. Pricing starts at $99 per month for 50,000 pageviews, and every feature is included with no tiers or add-ons.
CAPI is included for every ThoughtMetric customer. Pricing starts at $99 per month for 50,000 pageviews, and every feature is included with no tiers or add-ons.
Do I need a developer to set up CAPI in ThoughtMetric?
You do not need a developer or data scientist to set up CAPI in ThoughtMetric. Onboarding and implementation are handled with a dedicated onboarding call.
You do not need a developer or data scientist to set up CAPI in ThoughtMetric. Onboarding and implementation are handled with a dedicated onboarding call.
How much does Northbeam Apex cost?
Northbeam Apex is included on the Starter plan, which starts at $1,500 per month for brands spending less than $1.5M a year on ads.
Northbeam Apex is included on the Starter plan, which starts at $1,500 per month for brands spending less than $1.5M a year on ads.
Is Polar Analytics’ Advertising Signals included in its platform?
Polar Analytics sells Advertising Signals as a separate product. Pricing is not listed on the Polar Analytics website.
Polar Analytics sells Advertising Signals as a separate product. Pricing is not listed on the Polar Analytics website.
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