Things you need to know about Facebook Conversions API
With the advancement of technology, the advertising industry now depends entirely on data. This data is usually obtained by browsers. For users with connection problems, this can be a huge problem, and now the industry is moving away from cookie-based database tracking.
Businesses have to delve deep into their sales funnel to comprehend the public and gain a good understanding of the journey and maximize their advertising and affordable social media marketing services.. This all might sound very fascinating, but what is the real purpose behind it?
As cookies are no longer the core element of digital advertising and social media management services , how can we prevent data collection with cookies and pixels blocking privacy implications? In recent years, we have seen developments in the area of Intelligent Tracking Prevention (ITP) systems in which browsers completely remove information from third parties.
The solution to these problems is Facebook Conversions API, formerly referred to as the Server-Side API. But what is Facebook Conversion API, and how can affordable social media marketing services. benefit from it?
What is Facebook’s Conversion API?
The Facebook conversion API is also known as Facebook Server-Side API. It is engineered to help companies to maintain data security while providing clients and audiences with a customized advertising experience. All this is done without using browser-based techniques such as cookies. The Facebook API Conversions is comprehensive and gives companies a rich range of effective features and insights. Here are a few of the tools that it provides:
1. Visibility of full-funnel
The Conversions API provides companies with the ability to start sharing the data they want. These are more than what Facebook Pixels offered promises to provide. However, blending both Pixel and conversion API implies complete full-funnel visibility. Pixel on its own provides an insight into in-page actions.
Such actions can be like a page view or a shopping experience. In addition to the conversions API, the entire view of the customer journey will be provided. Activities such as off-page purchases and the fact that a client still uses his trial period and after that converts are followed up.
2. Precise sharing of data
Sharing of data via the Conversions API in the lower and mid-funnel is more precise than any other technique. Business owners do not have to worry because of an internet explorer crash or ad blocker that any data are lost.
3. Data control
Facebook Conversions API allows companies to control the statistics they exchange. Additionally, Pixel will allow companies to implement the Facebook Conversions API and choose what to share. In contrast, all activities are sent in Pixel in actual environments.
Rather than sharing data with the web page, Facebook Conversions API providers can share relevant data with Facebook via their database. If a user enters a non-Facebook activity confidentiality tool, its activities will be advanced to data transmitted via the Conversions API.Importance of implementing Facebook Conversion API
You will be able to monitor additional conversions once you incorporate CAPI, which would give you an insight into the development of the Facebook campaign and enable you and Facebook's algorithms to better optimize anything from public to budgeting to offerings. Advertisers that stick to the fundamental Facebook pixel approach will be less aware of all kinds of after-clicks, especially sales, registration and executive actions.
The wider industry is moving away from browser cookies in order to deliver tracking advertisement data, which is another problem tackled by server-side tracking.
Even Google plans to phase out cookies for advertisement data by 2022, despite the fact that some cookies have already been blocked. Tracking from the server does not depend on browser cookies for data collection, so transferring to CAPI will give you the experience.
However, it is not the only advantage to ensure data security. The CAPI also enables you to link values back to non-standard pixel events. This can alter B2B adversaries and consumer application companies because you can submit back-lead attributes so that you can learn what you want from the Facebook algorithm effectively. This has traditionally been only possible for revenue-based purposes on Facebook.
The following are some samples of events that you can post back using the Facebook Conversions API:
- Qualified lead
- User has not yet subscribed
- Prospect contacted
- Application has been launched
- Application has been completed
- Phone calls
- Offline purchases
How to use Facebook Conversions API?
So the Facebook Conversions API isn't a substitute for your Facebook Pixel, nor is it the only way to maintain things the same as they were before iOS 14 launched. It's available for you to use alongside Facebook Pixel.
Facebook can use the Facebook Pixel to achieve two things:
1. Gather and track user behavior and link it to a Facebook profile
2. Monitor advertisement success by measuring events and conversions
It was everything we most required before all the updates with iOS 14. It was owing to ad blockers that the sole primary reason for reporting inconsistencies from our data. There'll be an even wider conversion gap now with Apple's monitoring constraints and Facebook's necessary modifications.
This is where the Facebook Conversions API comes into play. Facebook can enhance reporting and conversion measurement events with data from your Facebook pixel and your server.
As long as you're submitting Facebook's necessary parameters, which have been the Facebook Pixel's event ID and event name, an auto deduping procedure is built into the Facebook Conversions API to guarantee that the identical events are collected by the pixel aren't reported twice. Then you may ask whether this creates double-conversion events, one from the pixels and one from the API. But don't be concerned; Facebook already has a fix.
You may then see a feature called Event Match Quality in the Event Manager after setting up sending events using the Facebook Conversions API, and it can be used for every single event. It will give you a score based on how successfully Facebook matches your information to a Facebook account.
Facebook Conversions API uses name, username, city, telephone number, state, e-mail, browser type and IP address to access user data key.
For website visitors, these user data keys are anonymous until they decide to register for something. As a result, the Facebook Conversions API will frequently employ less trustworthy data keys such as IP address and browser ID.
Consequently, expect a poorer Event Match Quality score on View Content or Page View activities because unidentified visitors might activate these events, and there isn't enough information to match them with. Customers who are signed in will receive the highest marks.
Incorporating the Facebook Conversions API will be the initial step for most people for server-side tracking. As previously said, there are several advantages to server-side monitoring, and based on existing privacy and data trends, we anticipate that server-side tracking will become increasingly popular.
Here's what I think you should think about next:
- • use Facebook's Pixel Helper browser plugin for Google Chrome to check if your Facebook Pixel is working properly
- • use Facebook's Payload Helper to check your Conversions API implementation
- • Evaluate all event deduplication and matching efficiency through Events Manager in a week with your Conversions API deployed
- • Whether or not you want to engage in a full server-side monitoring setup, this is a perfect platform for social media management services
Note that the more exact your data is, the greater your Facebook ad campaigns can perform and the more effective any automation Facebook ads you have created.