The Facebook Pixel is a very valuable tool for tracking business data on Facebook even though its effectiveness has decreased over the past few years.
To overcome this lack of effectiveness, Facebook created the Facebook Conversions API to support the pixel and get more complete data.
The Facebook Conversions API is another data tracking tool that works in conjunction with the Facebook Pixel to ensure you get all the data you need.
Together, they help you track, attribute, and properly improve the performance of your Facebook marketing.
The limits of the pixel and why was the Conversions API created?
Ad blockers, cookie blockers, and other masking tools have contributed to the diminished effectiveness of the Pixel, especially after the iOS 14 update, which created even greater obstacles for tracking data.
Thus, if someone clicks through to your website from Facebook, you may not know.
If you want to understand everything about the iOS 14 update and how it impacts your ads, check out our blog post here: IOS 14: The impacts on your ads and the solutions to keep your campaigns effective
What is the Facebook Conversion API?
To understand the Facebook Conversions API, you first need to better understand what the Facebook pixel is.
The Facebook Pixel is a snippet of code that you add to your website that allows you to measure the effectiveness of your ads by tracking the actions that people take on your website.
The Conversions API, on the other hand, is a tool that tracks conversions through your website’s server rather than through your client’s browser.
Unlike the Pixel, which relies on cookies for its data collection, the Conversions API collects and transfers data directly from one server to another.
Because of this, it is recommended that you use the Conversions API with the Facebook Pixel to improve the accuracy of your tracking by collecting more complete data that would be lost if you relied solely on the browser events provided by the Pixel.
What actions can I track with the Conversions API?
The Facebook Conversions API allows you to track three types of data:
- Web conversions (such as sales or sign-ups)
- Post-conversion events
- Page views
This data gives you better insight into the entire sales funnel than if you were to use the pixel alone.
This is because it allows you to integrate information such as CRM data and qualified leads.
You can also use the Conversions API to collect information such as:
- Ad targeting (such as personalized audiences and retargeting)
- Ad reporting
- Audience information
- Dynamic ads
- Conversion optimization for Facebook ads.
There are also specific versions of the Conversions API designed for apps and offline sales.
They allow you to track app-related events as well as physical store sales and visits.
Why should you set up a Conversions API for Facebook tracking?
The Facebook Conversions API is a powerful tool that helps you track user conversions and build more relevant campaigns. As a result, the Conversions API allows you to:
Reduce your cost per action (CPA):
The Facebook Conversions API gives you access to in-depth data. For example, you can get data on users who took an action on your site after clicking on your ad.
Knowing more about your customers allows you to improve your targeting and understand their behavior.
As a result, this can help reduce your cost per action (CPA), because when you have accurate data, you can better target audiences with relevant ads and avoid wasting budget on users who are not likely to take an action.
Additionally, with the Facebook Conversions API, you can report conversions to Facebook.
This can further reduce your cost per action by preventing non-conversions from being counted.
For example, if a customer adds an item to their cart but doesn’t complete the purchase, you can use the Conversions API to prevent that action from being counted as a conversion and use it to refine your funnel.
Get complete data:
As mentioned earlier, the reason the Conversions API was created is that the pixel has lost its effectiveness.
Since the data comes directly from Facebook servers, the Conversions API works no matter what device your customers are using, even if they are using ad blockers or VPNs.
This ensures that your data is complete and relevant, giving you a clearer picture of how effective your ads are.
Access data even after cookies are gone
This has become a huge challenge for advertisers, as this restriction leads to gaps in data and reporting, making targeting less accurate.
The Conversions API is designed to address these challenges and give companies a better idea of how people are using their properties.
As a result, it will be the only way to get performance data when cookies become obsolete due to changing privacy laws around the world.
How do I set up the Facebook Conversions API?
There are two ways to set up the Conversions API: either manually or by using a partner integration.
However, keep in mind that you must already have a working Facebook Pixel before you get started.
If you prefer to set up the Conversions API manually, you can use the Event Manager to create custom instructions.
This method gives you a little more control over the Conversions API configuration. In particular, it allows you to track events and parameters that the pixel alone cannot track.
However, you will need access to your server’s code base and developer assistance to implement this method.
You can start the process in the Event Manager, to specify what you want to track using the Conversions API.
You can then hand the task over to your developer to implement the configuration on your server.
To do so, you need to follow these steps:
- In the Event Manager, select the pixel you want to use to configure the Conversions API.
- Click on “Add Events” and select “Use Conversion API”.
- Click “Install Code Manually”, read the preview, and then click “Continue”.
- Choose the events you want to track. If you’re not sure, check out Facebook’s event recommendations in the drop-down menu. When you’re done, click “Continue.
- Select the settings for each event and click “Continue.
- Click “Confirm Setup” and then click “Send Instructions”.
- Enter your developer’s email address and click “Submit”.
- From there, your developer will be able to perform the configuration based on the events and settings you specified using the instructions you created in the last step.
If you need more information on how to do the manual configuration, visit this link: https://www.facebook.com/business/help/232481544843294?id=818859032317965
The easiest way to set up the Conversions API is to use a partner integration.
With this method, you don’t need to master coding. You can do the implementation yourself, without the help of a developer.
This option is available if your website is hosted on one of Facebook’s partner platforms such as WordPress.
You can also use it with a partner customer data platform, commerce platform, adtech, tag manager, or system integrator.
To set up the Conversions API using partner integration, follow these steps:
- In Event Manager, choose your pixel from the Data Sources tab and click “Settings” in the top menu.
- Scroll down to the “API Conversions” section and click on “Choose a Partner” under “Set up via partner integration.
- Choose your provider from the pop-up gallery. This will take you to the configuration instructions specific to your partner integration.
If you want to know how our experts configured the Conversions API for our Bodyline Center customer, read the entire case study here: Generating qualified sales with Facebook’s targeting tools
If you also need support in setting up the Conversions API for your business, don’t hesitate to contact Eminence.