Yahoo launches Conversion API to bridge online and offline ad performance

Yahoo has officially joined the growing wave of digital platforms enhancing ad performance tracking with the launch of its new Conversions API (CAPI). Designed to address modern advertisers’ needs, Yahoo CAPI enables real-time sharing of both online and offline conversion data, offering greater accuracy in campaign measurement and attribution.

The new tool aligns Yahoo with major industry players like Meta, TikTok, and Pinterest, all of whom have embraced CAPI solutions to improve signal quality and campaign insight amid the shift away from third-party cookies.

Yahoo CAPI stands out by allowing advertisers to seamlessly integrate conversion events into Yahoo’s Demand-Side Platform (DSP), using a single pipeline for data across web, app, and physical stores. Whether it’s a loyalty program sign-up in-store or a purchase made on a mobile app, Yahoo CAPI ensures the conversion is counted—something increasingly crucial in a fragmented digital environment.

The API’s launch is particularly significant for retail advertisers looking to correlate digital ad spend with real-world outcomes, such as foot traffic or in-store sales. Historically, channels like connected TV (CTV) and programmatic audio have suffered from limited visibility due to attribution models that favor direct-response actions like clicks. Yahoo’s CAPI now allows advertisers to better understand the value of these upper-funnel formats by connecting them to offline behavior.

Yahoo CAPI’s foundation is built on Yahoo ConnectID, which leverages a vast network of 232 million logged-in users in the U.S., ensuring addressability in a post-cookie era. Early trials of the product with ten advertisers showed attributed conversions increased between 30% and 50% in cookie-constrained environments like Safari and Firefox.

ahoo has launched its CAPI with LiveRamp as its first integration partner, enabling advertisers already using LiveRamp’s customer data platform or RampID identity solution to adopt the tool with minimal setup.

“Advertisers can now directly upload their offline conversions into Yahoo DSP through LiveRamp, closing the loop between online exposure and offline outcomes,” said Travis Clinger, Chief Connectivity & Ecosystem Officer at LiveRamp. “That kind of insight is crucial for budget-conscious marketers looking to prove ROI.”

The solution’s simplicity and versatility are also key advantages. Whether advertisers use first-party data or third-party tools, Yahoo CAPI allows them to maintain control over how their conversion events are shared and measured. The platform supports optimization down to the product level, allowing granular insights into campaign performance.