Schurq
Schurq

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 data is tracked from websites and platforms has been in flux for some time. Privacy is starting to play an increasing role in data collection and storage. We discussed this in detail in the previous blogs in our series. Conversion API provides user protection and full ownership over the data from your website.

You store the data on your own server and determine what is shared with Facebook or other platforms. Conversions API allows you to measure your users' behavior even more accurately than the current Facebook Pixel itself. Read more about server-side tagging in our previous blog. Read in this blog how and why you should install the conversions API in Facebook to make your results more insightful.

the Facebook pixel

The way to get data out of Facebook. The Facebook pixel has been leading the way when it comes to tracking data for quite some time. The Facebook pixel allows you to track the behavior of users. These users have interacted with your content on Facebook or Instagram. This behavior is measured cross-platform via a third-party cookie and linked to a user. Because this behavior is "remembered," you can then use this data to remarket users with an ad campaign.

What is the 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 events to the pixel. This ensures reliable tracking of events. 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's what the Conversion API does. The main difference is that the Facebook pixel measures behavior from within Facebook elsewhere. The Conversion API measures behavior outside Facebook on the website in question itself. Your server then sends this data through 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 your website's server and data can be enriched before it is sent to Facebook. This makes the line shorter and the data cleaner.

The benefits of Conversion API

Better attribution
The biggest benefit of Conversion API, not entirely insignificant when it comes to measurement, is better attribution of data. Data is better "attributed" or recorded. The quality of the data is a lot higher because it is measured directly on the server, and it does not have to be measured, sent and shared by other platforms. Simply put, the line is shorter, making measuring behavior 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 optimize and target even more effectively at the front end. This ensures that the right content reaches the right target group.

How do I install Conversion API in Facebook?

We've told you what Conversion API is, what you can do with it and its benefits. Now we have arrived at implementation.
But - first things first. Since the Conversion API is server-based, this requires creating a server container in Google Tag Manager. It is nice to combine the implementation of the Facebook CAPI with server-side tagging for Google Analytics. Learn more about this in our previous blog on server-side tagging.

start at the beginning

To begin using the Conversion API on your website, you must first determine the best implementation method. Facebook currently offers four methods for 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 appropriate 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 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? If so, get in touch with our team.

Share this article via
Chantal Tol
Chantal Tol

About this schurq

Online Marketing Consultant

Also read
|
Shannah de Ruijter
|
2 minutes

Short videos
|
Lysanne Paulus
|
2 minutes

Google Consent Mode V2
|
Guido Sombroek
|
4 minutes

Server Side Tagging explained simply