> For the complete documentation index, see [llms.txt](https://docs.twoowls.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.twoowls.io/two-owls-tracking-mode.md).

# Two Owls tracking mode

<figure><img src="/files/pCxN7v6nHjY5aCLKIxXJ" alt="facebook pixel and conversion api"><figcaption><p>Pixel + Conversion API</p></figcaption></figure>

### :owl:Pixel Owl: The good-old day of “just Facebook Pixel” has far gone.

Navigating the conversion game is hard. Running conversion ads without a captain telling your ads who to target, is a surefire way to fail.

{% hint style="info" %}
A simple Facebook Pixel **used to** be able merchants get sales from the most relevant folks, out of the billions of Facebook users.
{% endhint %}

### However, Facebook Pixel has always had its limitations

To name just a few, a Facebook Pixel working merely on the browser side will obviously suffer from

* Connectivity issues
* Ad blockers
* Cookie blockers

{% hint style="warning" %}
The IOS 14+ restriction added fuel to the fire, making the Facebook Pixel alone even more helpless, **with 90% of IOS users** opting out of tracking.
{% endhint %}

### :owl:Conversion API owl: The silent hero to effective Facebook Ad testing and scaling post-IOS14

Conversion API (CAPI) silently works on the server side to:

* Ensure no conversion events go unnoticed, even when the Pixel alone is blocked
* Send events packed with rich signals to drive profile matching + reporting

The data that CAPI is able to capture ultimately assists more relevant targeting & reduced CPM and higher ROAS.

{% hint style="success" %}
:owl::owl:**Two Owls mode matters**: It’s impossible to test and scale correctly with guesswork. When the **duo of Pixel owl + CAPI owl** joins force, you’re doing your budget a huge favor by giving Facebook **more tracking signal + data points it needs.**
{% endhint %}

:point\_right:Let’s activate Two Owls. To profitable land!

<figure><img src="/files/bdua3EN87E0R7wOkPG9e" alt=""><figcaption></figcaption></figure>

## Getting Started

<figure><img src="/files/MNK7DCCR06tO6HWCoX93" alt=""><figcaption></figcaption></figure>

### Guides: Jump right in

Follow our handy guides to the most out of the app as quickly as possible:

{% content-ref url="/spaces/6nRvcVoGY4QrsHN9eWVJ/pages/R6WQDsWTbpbJoWH3yzk8" %}
[Get your Pixels ready](/getting-started/get-your-pixels-ready.md)
{% endcontent-ref %}

{% content-ref url="/spaces/6nRvcVoGY4QrsHN9eWVJ/pages/clQHbFtcKvLML67Ar62F" %}
[Level up your data with CAPI](/getting-started/level-up-your-data-with-capi.md)
{% endcontent-ref %}

{% content-ref url="/pages/UN2PQD2v7tAtDWM7Jxed" %}
[Ship your very first events to Facebook](/getting-started/ship-your-very-first-events-to-facebook.md)
{% endcontent-ref %}

{% content-ref url="/pages/lAYxLFbNpwqwAReOhNRu" %}
[Monitor what's sent](/getting-started/monitor-whats-sent.md)
{% endcontent-ref %}

{% content-ref url="/pages/qRVK0o21JLDM9OLaDla6" %}
[Get your first sales attributed to the right campaign](/getting-started/get-your-first-sales-attributed-to-the-right-campaign.md)
{% endcontent-ref %}

{% content-ref url="/spaces/6nRvcVoGY4QrsHN9eWVJ/pages/uNGWVvTaAfGUzbKViRX9" %}
[Start Retargeting](/getting-started/start-retargeting.md)
{% endcontent-ref %}

{% hint style="danger" %}
**Important:** There are some boxes you need to check to ensure the app's smooth operation.
{% endhint %}

{% content-ref url="/pages/FUpc7qKIiEaV98ktFz17" %}
[Important Checklists](/getting-started/important-checklists.md)
{% endcontent-ref %}


---

# Agent Instructions
This documentation is published with GitBook. GitBook is the documentation platform designed so that both humans and AI agents can read, navigate, and reason over technical content effectively. Learn more at gitbook.com.

## Querying This Documentation
If you need additional information that is not directly available in this page, you can query the documentation dynamically by asking a question.

Perform an HTTP GET request on the current page URL with the `ask` query parameter, and the optional `goal` query parameter:

```
GET https://docs.twoowls.io/two-owls-tracking-mode.md?ask=<question>&goal=<endgoal>
```

`ask` is the immediate question: it should be specific, self-contained, and written in natural language.
`goal` is optional and describes the broader end goal you are ultimately trying to accomplish on behalf of the user. GitBook uses it to tailor the answer towards what is most useful for that goal.

The response will contain a direct answer to the question and relevant excerpts and sources from the documentation.

Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.