What is Facebook Conversions API?

  API stands for Application Programming Interface. With that in mind, the Facebook Conversions API (CAPI) is a tool that tracks consumer actions occurring off the web. It’s a critical tool for advertisers on the platform. You might not be fully familiar with this solution or how to implement it. Meta has partnered with select agencies to offer the simplest way to use CAPI, and Ignite Visibility is one of them. Put simply, we are here to assist you in setting up the Conversions API, enabling a direct link between your collected marketing data and Meta. The main objective of Facebook CAPI is to allow advertisers to effectively utilize first-party data, addressing the challenges that have emerged in recent years. This, in turn, allows you to optimize ad targeting, reduce the cost per action, and develop a clearer picture of your results without violating users’ privacy. While privacy is a top priority for companies like Apple and Google, it has severely limited advertisers’ ability to use third-party data. CAPI helps to overcome privacy measures like iOS updates by using first-party data while still respecting users’ privacy.

Facebook Conversions API vs. Facebook Pixel Alone

  Before CAPI, advertisers relied solely on Facebook Pixel to collect user data and track campaign performance. However, with Apple’s iOS 14 update prioritizing user privacy, advertisers needed more than just the Pixel. Facebook Conversion API, used together with Facebook Pixel (now called Meta Pixel), allows you to get the most out of your data. While the Pixel helps track customer interactions, the Conversions API provides insight into the results of those efforts. The Conversions API increases transparency by measuring customer actions, improving your understanding of the buyer’s journey. You can also decide which data to share with Facebook Ads Manager and when to share it. Using Facebook CAPI alongside Pixel helps you fully optimize your campaign performance. According to one Meta study, combining CAPI with Pixel can reduce your cost per result by up to 13%. Additionally, advertisers using both tools see an average of 19% more attributed purchase events.

Key Benefits: Why Use CAPI?

Harness the Power of First-Party Data

  With the release of iOS 14 and other privacy measures, companies like Apple have taken steps to phase out third-party data and enhance user privacy. Google has also announced plans to eliminate third-party cookies by Q1 of 2024. Facebook CAPI helps bridge this gap by allowing you to connect customer interactions directly to Facebook Ads Manager. This gives you access to valuable first-party data that can be used to optimize your ad campaigns. Whether users interact with your website, lead ads, or CRM, CAPI allows you to leverage that data to enhance your marketing efforts.

Protects User Privacy

  Facebook CAPI enables you to collect essential user data that improves ad targeting and personalization. At the same time, it ensures that users’ privacy is protected. By relying on first-party data gathered through direct interactions, you reduce the dependence on third-party data and Facebook Pixel alone, providing a more privacy-conscious approach to data collection.

Boosts Ad Performance

  Gaining deeper insights into customer actions and the customer journey will allow you to fully optimize your ads. By integrating Facebook Conversion API, you can enhance Meta Pixel and achieve full transparency into how users are engaging with your brand. If you’re looking to future-proof your marketing strategy, incorporating CAPI is a key step in ensuring long-term success.

Why Marketers Should Care

  Marketers aim to fully leverage CAPI to ensure their campaigns succeed with the lowest cost per acquisition (CPA) and other related expenses. Facebook Conversions API makes this possible by giving marketers greater control over data collection and sharing. This capability allows marketers to build a complete picture of the customer journey. Additionally, marketers can target the right audience by sending Meta the correct signals needed to optimize ad campaigns. This helps avoid false positives or negatives that could otherwise hinder campaign performance. Most importantly, marketers will rely on CAPI once third-party cookies are phased out. By using the Conversions API, you can effectively utilize first-party data to compensate for the loss of third-party tracking.

How to Set Up Facebook Conversions API

 

Step 1: Create a Meta Pixel and Access Events Manager

 

1. Log in to Facebook Business Suite:
   • Navigate to Business Settings within the Facebook Business Manager.
2. Create a Meta Pixel:
   • Go to Events Manager.
   • Click Create a Pixel, follow the instructions to set it up, and copy the Pixel ID for future use.

Step 2: Set Up a Server Container in Google Tag Manager

 

1. Create a GTM Server-Side Container:
   • Log in to Google Tag Manager and create a new container.
   • Choose the Server option and name your container (e.g., GTM Server).
   • Click Create and publish the container.
2. Set Up the Server Environment:
   • After creating the server container, you’ll see a “Get Tagging Server URL” button. Click on it to get the URL for your tagging server.
   • You’ll need to configure a tagging server. You can set this up using Google Cloud or another cloud provider. Follow the instructions provided in the Google Tag Manager interface to set this up.

Step 3: Link Your Web Container with the Server-Side Container

 

1. Update Your Web Container:
   • In your GTM web container (client-side), go to Tags and find your existing Meta Pixel Tag.
   • In the Meta Pixel Tag settings, select Tag Type as Meta Pixel (or Facebook Pixel).
   • Add the required Pixel ID.
2. Enable Server-Side Tagging:
   • Scroll down to Advanced Settings and check the box labeled “Send Tag to Server-Side Container.”
   • Enter the Server URL you obtained earlier from your server container setup.

Step 4: Set Up Facebook CAPI Tag in the Server-Side Container

 

1. Create a New Tag in the Server-Side Container:
   • In your server-side GTM container, click Tags and create a new tag.
   • Choose Tag Type as Facebook Conversion API.
2. Configure the CAPI Tag:
   • Enter your Pixel ID (the one you copied from Facebook Events Manager).
   • In the Event Name field, choose the event you want to track (e.g., Page View, Purchase, Lead).
   • Add User Data Parameters (like email, phone number, or user agent) to improve event match quality.
3. Set Up a Trigger:
   • Create a trigger for the server-side tag that mirrors the trigger from your web container (e.g., trigger the Purchase event on a checkout page).
   • Use the same event name in both the web container and server container for consistency.

Step 5: Test and Debug

 

1. Use the Facebook Test Events Tool:
   • Go to Facebook Events Manager and navigate to the Test Events section.
   • Send test events from your site to ensure data is being properly tracked.
   • Use GTM’s Preview Mode to troubleshoot the data flow between your web container, server container, and Facebook.
2. Check GTM Debugger:
   • In Google Tag Manager, use Preview to see if the tags are firing correctly on both the client-side and server-side containers.
   • Debug and ensure all events are being tracked as intended.

Step 6: Publish Your Containers

  Once testing is complete and you’re confident that the setup is correct:

1. Publish your Web and Server-Side Containers:
   • In Google Tag Manager, click Submit and publish both your web container and server-side container.
2. Monitor Performance:
   • Keep track of your data in Facebook Events Manager to ensure that events are being sent and attributed correctly.

Step 7: Optimize for Better Event Match Quality

 

1. Add User Data:
   • In your CAPI configuration, ensure you are sending user identifiers such as emails, phone numbers, and IP addresses to increase the Event Match Quality.
2. Refine Event Parameters:
   • Continuously monitor event data, and adjust your parameters based on campaign performance, ensuring you’re sending relevant data.

Facebook Conversions API FAQs

  Have more questions about the Facebook Conversions API? Below are some frequently asked questions and their answers to help clarify its use and benefits. 1. Why should I use the Conversions API and Meta Pixel together? Using the Facebook Conversions API alongside Meta Pixel can significantly improve your ad targeting and results. It allows you to better measure and optimize your campaigns. Even if you already have a Meta Pixel in place, integrating CAPI will further enhance your tracking and performance. 2. Does the Conversions API negatively affect tracking or websites? No, integrating Facebook CAPI with your website or app does not negatively affect your data or setup. The only potential issue is if you remove your Meta Pixel, which could hurt your campaign tracking. 3. What types of events can you track with the Conversions API? There are three main types of events you can track with CAPI:

• Website events (e.g., purchases, sign-ups)
• App events (e.g., app downloads)
• Offline conversions (e.g., in-store purchases)

All these events are tracked directly in your Facebook Ads Manager, just like those tracked by Meta Pixel. 4. How can I optimize my CAPI setup? To optimize your Conversions API setup, you should:

• Share as many relevant parameters as possible to improve event match quality.
• Share the same events using both website and server connections.
• Avoid tracking duplicate events.
• Share events in real-time or near real-time for accuracy.

5. What are the best parameters to share with the Facebook Conversions API? Sharing more parameters enhances event match quality. Important parameters include client IP addresses, hashed emails, or phone numbers. The parameters you prioritize will depend on the audience you’re tracking. 6. What is event match quality? Event match quality is a key metric that measures how well the data you share matches specific accounts. Higher match quality ensures your ads reach the right people at the right time and helps improve attribution, so you know which ads are performing best.