If you’ve been considering implementing Meta’s Conversions API, there’s no time like the present. Meta is pushing advertisers to integrate Conversions API as a more robust tracking product than the existing Meta Pixel. While we won’t rehash the logistics associated with iOS 14, Conversions API is now the gold standard of tracking on Facebook (and beyond).
For those newer to Conversions API (CAPI), in essence it’s a server to server tracking system that works in conjunction (for now) with the Meta Pixel to improve data quality and campaign performance. Per Meta, CAPI was built to “honor people’s privacy and tracking preferences” while giving marketers a solution to share their internal data to improve advertising efficacy. It’s a win-win for both advertisers and platform users. But as with any new publisher solution, advertisers can be slow to adopt until they absolutely need to.
Part of this hesitation likely comes from confusion around the options for CAPI implementation, of which there are several that vary in accessibility and cost. Meta has recently introduced some easier options for implementing such as CAPI Gateway and Commerce Platform Integration. You can find the best solution for your advertiser here.
Even considering the potential challenges in setup, CAPI is still undeniably part of the future of advertiser tracking and Meta’s top solution for performance optimization and measurement. There are many reasons we recommend that our social advertisers use Conversions API, but these are at the top of our list:
Want to Test on Facebook? You’ll Need CAPI
- Meta is developing measurement and privacy enhancing tools that will be increasingly dependent on Conversions API. In case you missed it, Conversion Lift testing on Facebook now requires CAPI. It won’t be the last tool to transition to this requirement either. Per Meta, “we expect all advancement in our measurement solutions and signal improvement in the next several years to require CAPI.” Proactive implementation will lead to a seamless transition into the future of testing on Meta platforms.
You Can Use Lower Funnel Data to Optimize Ad Targeting
- Those who have worked with ads on Facebook pre-CAPI know the limitations of data that can be captured by the Pixel well. One of the major perks of Conversions API is the ability to send a wider array of data than the pixel, such as subscriptions, converted leads, and a variety of other custom events that happen post-purchase. This is especially impactful for ecommerce and lead generation advertisers, as this data can be used to better optimize your ads.
Better Data, Better Measurement, Better Results
- Advertisers have been asking for a solution to reduced Pixel effectiveness, and CAPI is that answer. Conversions API improves measurement and attribution across the full funnel, giving more visibility into the impact of digital advertising on cross channel results. Currently, users can see Pixel and Conversions API data in Meta Events Manager with aggregation in the Aggregated Events Measurement tab.
Lead Quality Level Up
- Lead generation advertisers know the struggle to obtain leads both in quality and quantity. By using a post conversion event with Conversions API, advertisers can factor in leads that have actually converted into a sale/subscription/etc to campaign optimization. CAPI gives advertisers the ability to use this additional converted lead data to improve the overall lead quality from their campaigns. Read a success story here!
Supercharge Retargeting and Custom Audience Effectiveness with CAPI
- + Marin Attribution Conversions API enables better retargeting with two key components: Cross channel custom audiences and improved identity matching. Cross channel custom audiences are custom audiences that correspond with an action taken on the advertiser’s website or other sources. Improved identity matching is the ability to send hashed customer information along with Conversions API events to help attribute more conversions.
Integrating Marin Attribution with Conversions API means even better visibility into cross channel conversions and the impact of your Meta advertising dollars. Marin Attribution comes with an “always on” dashboard with near real time data, simple tracking link creation, attributes user behavior across the customer journey on mobile and web, and more. Reach out to your Marin rep or schedule a demo with us to learn more!
