The Cookieless Era (4/4): the Facebook Conversions API

Reading time 5 minutes
By Chantal Tol

Facebook Conversions API. The reliable successor to the Facebook pixel and we tell you why! The way of tracking data from websites and platforms has been changing for some time now. Privacy is starting to play an increasingly important role in the collection and storage of data. We have already discussed this in detail in the previous blogs in our series. Conversion API ensures the protection of the user and full ownership of the data from your website.

You store the data on your own server and decide what is shared with Facebook or other platforms. Conversions API allows you to measure the behaviour of your users much more accurately than the current Facebook Pixel itself. Read more about server-side tagging in our previous blog. In this blog, read how and why you should install Conversions API in Facebook to get more insight into your results.

de Facebook pixel

The way to get data out of Facebook. The Facebook pixel has been the leading tool for tracking data for a long time. With the Facebook pixel you have the ability to track the behaviour of users. These users have interacted with your content on Facebook or Instagram. This behaviour is measured cross-platform via a third-party cookie and linked to a user. Because this behaviour is 'remembered', you can then use this data to remarket users with an advertising campaign.

wat is de Conversion API?

The Conversion API lends itself to multiple purposes. The Conversion API is meant to live on the server-side of your website and sends the events to the pixel. This ensures reliable event tracking. More reliable than client-side tagging alone. Why? Because client-side tagging has to deal with ad blockers and cookie restrictions, among other things.

In addition, you are the full owner of your website data. The conversions API works together with server side tagging, allowing you to collect data on your own server.

The differences between the Facebook pixel and the Conversion API

A new way of measuring not inside, but outside Facebook. That is what the Conversion API does. The biggest difference is that the Facebook pixel measures behaviour from within Facebook. The Conversion API measures behaviour outside of Facebook on the website in question. Your server then sends this data via the API to Facebook. This protects the user and ensures that platforms do not build visitor profiles. This improves the quality of measurement because you measure directly on the server of your website and data can be enriched before it is sent to Facebook. The line is shorter and the data cleaner.

De voordelen van Conversion API

Better attribution
The biggest advantage of Conversion API, which is not unimportant when it comes to measuring, is better attribution of the data. Data is better "attributed" or registered. The quality of the data is a lot higher, because it is measured directly on the server and does not have to be measured, sent and shared by other platforms. The line is simply shorter, making the measurement of behaviour more accurate.

Improved targeting
Conversion API allows you to better target your audience. This has to do with better attribution. This is because your data is "cleaner" and better registered. The results are more insightful so you can take the next targeted step towards your target group faster.

Lower CPA
The CPA (Cost Per Action) is also related to better attribution. The data reflects the results and conversions better, allowing you to optimise and target even more accurately at the front end. This ensures that the right content reaches the right target group.

How do I install Conversion API in Facebook?

We have told you what Conversion API is, what you can do with it and what the benefits are. Now we have come to the implementation.
But first things first. Since Conversion API is server-based, a server container must be created in Google Tag Manager. It is nice to combine the implementation of the Facebook CAPI with server-side tagging for Google Analytics. You can find more information about this in our previous blog about server-side tagging.

beginnen bij het begin

In order to begin using the Conversion API on your website, you must first determine the best implementation method. Facebook currently offers four methods of implementation:

Commerce platform partner integrations (ex: Shopify, WooCommerce, Wix, BigCommerce)
Conversion API Gateway (self-service cloud hosted)
Partner platforms (ex: Server-Side Google Tag Manager, Tealium)
Direct integration via website code

Based on the technical stack of your website, one of these options will be most suitable for your existing environment.

Advertising and tag management are areas that previously required limited technical support for effective campaign tracking. As the industry places more emphasis on user privacy, there is a greater need to better understand the technical limitations and implement different solutions to maintain measurement capabilities. schurq. is a leader in all things analytics and data privacy and is here to help.

Need help implementing the Facebook Conversions API, or server-side tagging? Then get in touch with our team.

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Chantal Tol
Chantal Tol

About this schurq

Online Marketing Consultant

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