How to Reach More Customers with the Conversions API

What Are the Benefits of the New Facebook Conversions API?

Before the new privacy laws came into effect, the good old cookie did the job well, connecting data across platforms to deliver actionable insights to brands and companies. Facebook's Pixel integrated data from their platforms to other channels. Since the changes in third-party cookies, however, a new way of collecting data is needed.

• It Enables Advertisers to Establish Reliable Data Connections.

The Facebook Conversions API is their solution to helping you establish reliable data connections. Understanding how your customers interact with you online is required for personalising your advertising. Businesses can use the data exchanged through these interactions to create advertising that is relevant. If they leverage web events on platforms such as Facebook, businesses can grow cost-effectively.

• It Allows Advertisers to Use First-Party Data as a Guide.

Advertisers can use the Facebook Conversion API to target, measure, and improve their Facebook campaigns. Due to browser and mobile platform changes, the Conversion API is necessary to establish a more reliable data connection. It achieves this by sending web events directly to Facebook from the server rather than using browsers.

Pixels, however, have lost some efficacy since the privacy-related changes in data sharing online. The Conversions API gives you more control over what data is shared. It also helps you to share data with Facebook in order to reach your goals.

It is designed to be less susceptible to issues. A browser crash, for example, won't affect it as much as it affects the Pixel. That means you will get more information about your target audience, server-side events, and Facebook events that may not be captured by the Pixel.

How to Implement the Facebook Conversions API

• Prioritise eCommerce Partnerships

Data can be shared with Ads Manager from your online storefront using the new Conversions API. You don't need to modify your website's code or fiddle with your Google Analytics. Just use a partner integration. The process is quick and easy. Both WooCommerce and Shopify are strategic partners recommended by Facebook.

• Consider using WooCommerce for Your Conversions API Setup

If you want to share data directly from your online storefront with Ads Manager and get access to the features of WooCommerce,you need to updateyour WooCommerce Facebook plugin. That's the only step you need to take to implement the new Conversions API if you use WooCommerce on Facebook.

• Choose Shopify for a Simple and Effective Cross-Platform Integration

With only a few simple steps, you can implement the new Conversions API on your Shopify storefront on Facebook. You can improve data quality by sharing your online storefront data with your Facebook Ads Manager account using the Shopify Conversions API integration.

How Does it Compare to the Pixel?

• Collects Similar Data

The Pixel and Facebook Conversions API behave similarly and deliver similar customer data. This data will help you to understand and interpret you Facebook campaign's performance, resulting in more effective ads. Advertisers can consider the Facebook Conversions API events to be the same as customised or standard Pixel events.

• Shows Up in the Same Places

The Conversions API enables the same advert optimisations that Pixels did, for example value optimisation and conversion optimisation. It shows up in all the same places a Pixel would, such as in your Facebook Ads manager, for Off-Facebook activity, and in Events manager to track every Facebook event.

• Has the Same Restrictions

The Facebook Conversions API will be restricted in all the same ways the Pixel was. In order to implement it, companies will need to accept the terms and conditions set out in the Facebook Business Tool. Advertisers will be expected to use the Conversion API responsibly, respecting online behavioural advertising opt-out standards and how it appears in off-Facebook activity.

• Collects Data Differently

The Facebook Pixel relies on third-party cookies from web browsers to collect data. The Conversions API, however, collects data and shares it directly from your servers. Because of the changes in privacy laws, the data from web browsers has become more reliable, since people can opt out of tracking more easily.

The Conversions API provides more control over the data you share and offers greater visibility into the full customer journey. When advertisers use the Conversion API and the Facebook Pixel together, it will draw the clearest picture of customers' true interactions.

How to Track Your Performance with the Conversions API

Webmasters and digital advertisers understand the importance of tracking events on their websites. Every interaction a customer makes with your online store or website, including swiping, tapping, shopping, and streaming, create intent signals. These signals play a vital role in Google tag manager, Google Analytics, and collecting actionable insights from your site performance.

The same is true on Facebook. Each action a potential customer takes can help you interpret their behaviours and intentions. When these signals are visible on your Ads manager, it helps you improve the customer's experience by only showing them adverts they actually care about.

ou can use the Facebook Conversions API for any web events and post-conversion events that can benefit your Facebook campaign targeting and optimisation. Offline events can be tracked using a server-side API, while standard events can be integrated into your Ads manager using the new Facebook Conversions API.

• Track Events Using the Facebook Conversions API

The easiest way to start using the new Conversion API would be to send the types conversion event you used to send through the Pixel to it. You can send purchase events, subscribe events, and other post-conversions events through the Conversions API.

Additonal events that can no longer be tracked by the Facebook Pixel due to the changes in privacy laws can now also be tracked through the API. Customer events like new customer purchases, qualified leads, or "subscribed for X months" can be tracked through the new API.

Advertisers who focus on subscriptions can track "RecurringSubscriptionPayment" and "Cancel Subscription" events through the Conversion API, but optimisation with results from this tracking is not yet available on the platform.

• Use the Pixel and Conversion API Together

Using both the Pixel and the Conversion API is a great idea. Together, these tools can help you personalise your customer's experiences with your brand and grow your business.If you share your online storefront data with your Ads Manager account, you can improve the quality of the data you collect.

• Follow Instructions and Tutorials

If you want insights into how to implement changes and the implications thereof, you can watch instructional videos and read step-by-step guides from Facebook, WooCommerce, and Shopify. Some advertisers are also eligible to receive expert advice for their advertising accounts from Facebook experts.

Why is this New Tracking Tool Important?

The new Conversion API is designed to support people's privacy choices. If a customer uses the off- Facebook activity tool, their choices will be tracked and the data sent using the Conversions API. Without the Conversion API, creating custom audiences, tracking conversion rates, and using Facebook marketing as an effective means of digital advertising becomes more difficult.

You can turn ensure an increase ROI (return on investment) for your Facebook sales channel with event tracking through the new conversion API. Customer actions don't need to be a mystery, even though tracking cookies have taken a back seat.

Contact Pitch Today for help with integrating partner platforms and ensuring your social media advertising performs at its best. With help from our team of experts, you can increase your returns and reach your business goals.