Everything you need to know about the Facebook Conversions API
Posted: Sun Dec 22, 2024 4:21 am
While internet users have always been concerned about online privacy, data collection has become an increasing concern over the years. Apple's new iOS 14 update includes new measures designed to give iPhone users more control over the data they share with apps and advertisers.
These changes will have a significant impact on social media advertising. In response to Apple’s iOS 14 update, Facebook launched the Facebook Conversions API to give advertisers a new, more private way to track advertising data.
In this article, we'll explain everything you need to know about the Facebook Conversions API, what you can do with it, and how it differs from the Facebook Pixel.
What is the Facebook Conversion API?
It is designed to help businesses maintain data privacy while delivering personalized advertising experiences to customers and audiences. All of this is done without having to rely on browser-based tools like cookies.
Facebook's Conversions API provides businesses with a wealth of useful tools and insights. Here's what it provides:
Full visibility of the funnel
The Conversions API gives businesses the ability to share exactly the data they want, and nothing more. This is more than what the Facebook Pixel currently offers. That said, the combination of the API and pixel means full funnel visibility.
Pixel only provides insights into actions that occur on the website. These actions could be something like a page view or a purchase. When combined with the Conversions API, you get a complete picture of the customer journey.
Sharing accurate data
Sharing data via the Conversions API is more accurate than any other method in the mid-funnel and bottom-funnel. Businesses don’t have to worry about data loss due to a browser crash or ad blocker.
Data control
It gives businesses control over the data they share. This means they can implement the Conversions API on top of the Pixel and decide what to share and when to share it.
Instead of sharing data with the browser, companies can share important data with Facebook via their server. This means that if a customer uses a privacy tool for non-Facebook activities, their actions will extend to data sent through the Conversions API.
How does it work?
The Facebook Conversions API connects your website to your Facebook ads. When a user clicks on one of your ads, Facebook generates a unique ID number for that user. As the user moves around the website, Facebook tracks their movements and sends that data back to you.
This means you can still collect data about your Facebook ads while your customer's identity and privacy is protected with a unique ID.
What can you track?
The Conversions API allows advertisers to track data for the following philippine whatsapp number conversion events:
Leads
Affiliate Payments
Phone calls
Form submissions
Email subscription
Subscription Changes
Shopping
Locations
This means that as an advertiser, you can collect detailed data on:
Acquisitions: Including what your customers buy, how much they spend per transaction, and how they pay.
Shopping Carts: What customers add to shopping carts, what items they remove, where they add items from, and how long they leave the shopping cart.
Website navigation: You can see which web pages customers visit, which internal links they use, and whether they click on cross-sell or up-sell promotions.
Email Signups: When people sign up, what webpage they sign up on, and what email signup settings they choose (if that's an option on your website).
Checkout: Including cart abandonment rate and checkout success.
Customers: How much time they spend on your website and whether they return.
Advertising: Your ad's click-through rate (CTR) and metrics like cost per thousand views (CPM).
Collecting this data will give you an accurate picture of your customer journey. In the long run, this will help you improve Facebook ad conversion rates.
Facebook Pixel Vs Facebook Conversions API
If you've ever run a Facebook ad, you're familiar with the Facebook pixel.
The Facebook pixel is an analytics tool that allows advertisers to track user activity on the platform and beyond. You can measure the performance of your ads and the behavior of users who clicked through to your website.
The pixel works through a simple three-step process:
You add the pixel code to your website.
A Facebook user visits your website and takes an action (for example, adding an item to their cart).
The Facebook pixel shows you that information in Facebook Events Manager.
Pixel may sound the same as the Conversions API, but there are two key distinctions between the two tools:
Facebook collects data through the pixel while you collect data with the Conversions API.
The pixel uses browser-side tracking, while the Conversions API uses server-side tracking.
The Facebook Conversions API is a must-have for advertisers in a post-iOS 14 world. With this tool, you can gather detailed and accurate insights into how your Facebook ads engage customers while protecting their identities.
While it won't show you your customers' Facebook profiles, it will help you optimize your website to give customers what they want and increase sales.
These changes will have a significant impact on social media advertising. In response to Apple’s iOS 14 update, Facebook launched the Facebook Conversions API to give advertisers a new, more private way to track advertising data.
In this article, we'll explain everything you need to know about the Facebook Conversions API, what you can do with it, and how it differs from the Facebook Pixel.
What is the Facebook Conversion API?
It is designed to help businesses maintain data privacy while delivering personalized advertising experiences to customers and audiences. All of this is done without having to rely on browser-based tools like cookies.
Facebook's Conversions API provides businesses with a wealth of useful tools and insights. Here's what it provides:
Full visibility of the funnel
The Conversions API gives businesses the ability to share exactly the data they want, and nothing more. This is more than what the Facebook Pixel currently offers. That said, the combination of the API and pixel means full funnel visibility.
Pixel only provides insights into actions that occur on the website. These actions could be something like a page view or a purchase. When combined with the Conversions API, you get a complete picture of the customer journey.
Sharing accurate data
Sharing data via the Conversions API is more accurate than any other method in the mid-funnel and bottom-funnel. Businesses don’t have to worry about data loss due to a browser crash or ad blocker.
Data control
It gives businesses control over the data they share. This means they can implement the Conversions API on top of the Pixel and decide what to share and when to share it.
Instead of sharing data with the browser, companies can share important data with Facebook via their server. This means that if a customer uses a privacy tool for non-Facebook activities, their actions will extend to data sent through the Conversions API.
How does it work?
The Facebook Conversions API connects your website to your Facebook ads. When a user clicks on one of your ads, Facebook generates a unique ID number for that user. As the user moves around the website, Facebook tracks their movements and sends that data back to you.
This means you can still collect data about your Facebook ads while your customer's identity and privacy is protected with a unique ID.
What can you track?
The Conversions API allows advertisers to track data for the following philippine whatsapp number conversion events:
Leads
Affiliate Payments
Phone calls
Form submissions
Email subscription
Subscription Changes
Shopping
Locations
This means that as an advertiser, you can collect detailed data on:
Acquisitions: Including what your customers buy, how much they spend per transaction, and how they pay.
Shopping Carts: What customers add to shopping carts, what items they remove, where they add items from, and how long they leave the shopping cart.
Website navigation: You can see which web pages customers visit, which internal links they use, and whether they click on cross-sell or up-sell promotions.
Email Signups: When people sign up, what webpage they sign up on, and what email signup settings they choose (if that's an option on your website).
Checkout: Including cart abandonment rate and checkout success.
Customers: How much time they spend on your website and whether they return.
Advertising: Your ad's click-through rate (CTR) and metrics like cost per thousand views (CPM).
Collecting this data will give you an accurate picture of your customer journey. In the long run, this will help you improve Facebook ad conversion rates.
Facebook Pixel Vs Facebook Conversions API
If you've ever run a Facebook ad, you're familiar with the Facebook pixel.
The Facebook pixel is an analytics tool that allows advertisers to track user activity on the platform and beyond. You can measure the performance of your ads and the behavior of users who clicked through to your website.
The pixel works through a simple three-step process:
You add the pixel code to your website.
A Facebook user visits your website and takes an action (for example, adding an item to their cart).
The Facebook pixel shows you that information in Facebook Events Manager.
Pixel may sound the same as the Conversions API, but there are two key distinctions between the two tools:
Facebook collects data through the pixel while you collect data with the Conversions API.
The pixel uses browser-side tracking, while the Conversions API uses server-side tracking.
The Facebook Conversions API is a must-have for advertisers in a post-iOS 14 world. With this tool, you can gather detailed and accurate insights into how your Facebook ads engage customers while protecting their identities.
While it won't show you your customers' Facebook profiles, it will help you optimize your website to give customers what they want and increase sales.