If you’re running Facebook ads to reach more potential customers and want to maximize the effectiveness of your campaign, it’s essential to set up Facebook Conversion API. With this tool, your business can use collected target audience data to achieve better results. For details on how to set up Facebook conversions API, follow the article below!
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What is Facebook Conversion API?
It is an ad-tracking tool designed to create a direct connection between Facebook’s system and your brand’s marketing data. This allows businesses to optimize targeting, reduce cost per action, and measure results effectively.
This tool enables advertisers to collect data and track customer actions on the website by using server-side tracking instead of browser-based tracking. Sharing this data allows Facebook to improve Pixel tracking capabilities to optimize the performance and results of Facebook ads.
With Facebook Conversion API, you can push event data and conversions to Facebook Ads Manager while still protecting user privacy. Unlike Facebook Pixel, using the Conversion API allows you to collect data through your website and share that data with Facebook.
How Facebook Conversion API works?
Due to the Conversion API, ads are shown to potential customers. The Conversion API is designed to connect directly and reliably to marketing data (offline conversions, website events) from websites, servers, CRMs to Meta.
This marketing data will support you in optimizing ads, measuring, and personalizing ads on the Facebook platform. Consequently, the ads created will be displayed to people who are likely nterested in your products or services.
Facebook Conversion API connects your website to Facebook ads. When a user clicks on an ad, Facebook generates a unique ID for that user. Then, as they interact with your website, Facebook tracks their movements and sends you that data.
This implies that you can continue gathering data on Facebook advertisements, while the privacy and identity of the customer remain safe through a unique ID.
Benefits of using Facebook Conversion API
Facebook Conversion API helps your ads be delivered to the right target audience and optimizes costs effectively:
By collecting CRM data, server events, conversion data, and other web activities. When you use the Conversion API along with Facebook Pixel creates more reliable data. This makes your ad delivery system more efficient and reduces the cost per action.
Facebook Conversion API can help you measure the effectiveness of activities and allocate ads across campaigns better. Additionally, this tool gives you more control over the data shared with Facebook and when that data is shared.
The Conversion API Facebook optimizes ads for actions occurring in the customer journey. After purchasing, they may take other actions in the store. By sharing this data, Facebook will display ads to customers most likely to take action.
Moreover, the Conversion API improves measurement methods so you can measure performance more accurately. Then, ads are distributed better and help convert visitors to customers.
With the Conversion API, you can add additional parameters or customer information. This allows you to adjust your advertising strategy and improve quality scores and compare effectiveness more easily.
Events that can be tracked with the Conversion API
By using the Facebook Conversion API, you can track the following events:
Website events
Facebook Conversion API enhances the value of tracking customer behavior on your website. Specifically, it reduces cost per outcome due to improved connectivity. Optimize ads for actions that occur next in the customer journey. Moreover, the Conversion API also helps improve performance measurement and effective ad allocation.
App Events
If you use the Conversion API to send app events, you will be less dependent on the SDK and app release updates. This means you can send new event data without needing to maintain the Facebook SDK for iOS or Android or rely on app release updates.
Offline conversions
By tracking offline events in Meta, you can visualize the entire customer journey and the touchpoints related to your sales activities. Offline events allow you to record real-world events beyond the scope that Pixel can track, thereby providing even more accurate data.
When you can use the Conversion API to send offline events, you can measure in-store actions due to the impact of Facebook ads. Or create custom audiences or lookalike audiences,…
Messaging Events
Sending messaging events through the Conversion API helps you improve measuring events that occur in the future of the customer journey. It also helps you connect event information from Messenger, Instagram, or WhatsApp. At the same time, it helps optimize ads to click on Messenger to make purchases.
How to set up Facebook Conversions API?
There are 2 ways to set up Facebook Conversions API, and it depends on the platform you use to choose the appropriate deployment method. However, whichever method you choose, you need to have a Facebook Pixel before you start. At the same time, you need to set up the Facebook Business Manager first:
Partner integration setup
This is the simplest way to set up Facebook Conversion API. With this method, you don’t need to know how to code, and many people can do it themselves. This option is available if your website is hosted on one of Facebook’s partner platforms such as WordPress.
Or you can also use it with a customer data platform, commerce platform, ad technology, Tag Manager, or partner system integrator. Here’s how to deploy the Conversion API through partner integration.
In the Event Manager, select Pixel from the Data Source Tab and click on Settings in the top menu. Then, scroll down to the Conversion API and click on Select Partner in Setup through partner integration and click on Select Partner.
Now, choose your provider from the available options. After that, follow the instructions provided for the specific partner.
Manually create Conversion API through Event Manager
Besides, you can use the Event Manager to set up the Conversion API. This method gives you better control in setting up the Conversion API, including tracking events and parameters that Pixel cannot track.
In the Event Manager, select the Pixel you want to use to set up the Conversion API. Next, click on Add Event and select Use Conversion API. Then, click on Set up code manually and click on Continue.
Now, choose the event you want to track or view Facebook’s suggested events in the drop-down menu. Once you’re done, click on Continue. Next, select the parameters for each event and click on Continue. Click on Confirm setup and then click on Send Instructions.
Finally, enter the developer’s email address and click on Send. You should choose to Send me a copy of this email so you have a copy for your files. At this point, the developer will complete the Conversion API setup process based on the events and parameters you have specified.
Now, you know how to set up Facebook Conversions API. Hopefully, this information will help you deploy Facebook Ads campaigns to achieve the best results, improve sales, and optimize costs effectively.
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Frequently asked questions
You can easily check the Conversion API events by accessing the Test Events tab on Facebook in the Events Manager. On the right side, you will see a section labeled Test Server Events. Then, you just need to copy that test code and paste it into the same pop-up window of the Pixel in Pixel Cat. There’s the test code, and you can delete it after you finish checking.
You can choose to track any events you want with the Conversion API, such as purchases, page views, email sign-ups,… With these events, you can maximize the use of the Conversion API with improved ad management and more accurate reporting.
If you want to receive an access token for the Conversion API, log in to the Events Manager. Then, select a specific Pixel to set up the Conversion API. Next, click on Settings and then Generate access token in the Conversion API section.
