Six reasons to start using Meta’s Conversions API now
by Guest
One of the biggest marketing areas hit by iOS14 updates, and tracking prevention in general, is social ads. As Meta’s main moneymaker, the company of course wasn’t going to stand by and have their best feature for brands become unusable.
Enter Facebook’s Conversions API (CAPI), a solution that complies with new tracking and privacy laws by letting Facebook and Instagram Ads users share customer actions from the servers directly to Facebook.
Facebook Ads via Conversions API work alongside Facebook Pixel to help you improve the performance, measurement, and data collection of your campaigns for Facebook Ads and Instagram Ads.
But Meta Conversions API isn’t a replacement for Facebook Pixel. Instead, it’s an enhancement that enables deeper first-party data to help you understand performance in more detail and run more effective ads.
Using Littledata to set up CAPI on your store makes this data more accurate and reliable so that your campaigns reach the right shoppers at the right time.
When using Littledata and Meta Conversions API together, you can:
- Automatically improve Event Match Quality Score
- Run dynamic product ads based on accurate shopping data
- Make revenue data in Shopify match revenue data in Facebook
In this post, we’ll share six reasons why you need to add this powerful advertising tool to your toolbelt ASAP.
Why use Meta Conversions API?
1. Meta Conversions API solves for VPNs and ad blockers
Originally, Facebook Pixel provided us with all the information we needed to build powerful audiences for our ads. Then, VPNs, ad blockers, and other privacy software began causing some discrepancies in the data. This is where the Meta Conversions API came in.
Meta Conversions API sends events “server-side” instead of “client-side” through the third-party browser a customer is using to access your site. That means they aren’t interrupted by the web browsing and privacy trends mentioned above. Even better, you can share almost 100% of purchases from your store with Facebook via CAPI.
Tip: Learn how to use Meta Conversions API to run dynamic Facebook ads and target your top buyers.
2. Meta Conversions API is iOS14-friendly
With iOS 14 privacy changes, we’re not just dealing with discrepancies in the data, but gaps. Those gaps negatively impact Facebook ad targeting because iOS 14 limits what data advertisers can collect through client-side (pixel) tracking and allows users to turn tracking off entirely through app tracking transparency (ATT).
Meta Conversions API sends user data directly from your server (not the user’s device) to Facebook instead of relying on the cookie and browser data the Facebook Pixel collects.
Even if the customer has opted out of marketing cookies — meaning the purchase cannot be attributed via Facebook’s Pixel ID — Meta Conversions API can send some extra user identifiers like email address, physical address, and phone number. These give Facebook a better chance of linking the purchase to a user, and from there to the ad the user clicked on. We’ll talk more about user data below.
3. Meta Conversions API captures important lower-funnel activity
Meta Conversions API allows you to send more than just website behavior to Facebook. Not all server-side events happen and/or are recorded directly on your site. They may happen on your app, a free tool, a third-party payment tool, a support hub, or offline (like through phone calls). If you record this data in your CRM, you can send additional data to Facebook through Meta Conversions API.
Events in payment and shopping cart tools are often lower-funnel, making them particularly important to track.
4. Meta Conversions API will be necessary when cookies are gone
Perhaps most importantly, when third-party cookies are gone, Conversions API will be our only source for conversion tracking and ad performance data.
Google has already announced the phase-out of third-party cookies, and as the market leader, every other service using them will almost surely follow suit. Enabling Meta Conversions API on your store now protects the accuracy of your data, even after third-party cookies have been thrown out.
5. Get a complete picture of your conversion data
Meta Conversions API helps you to see information that the Facebook Pixel can’t see as a result of ad blockers, iOS 14, ATT, and cookies. This includes website events, offline events, and ad CRM data.
On the other hand, Facebook Pixel helps you to see information that Meta Conversions API can’t, such as demographic, psychographic, and other behavioral data from around the web. That’s how they work together and why each covers gaps the other has.
6. Get more out of your budget
With both Facebook Pixel and Meta Conversions API working together to give you the most accurate data possible, you can:
- Understand exactly who is interacting with your ads
- Better understand the customer journey
- Build strong audiences and generate leads on Facebook, even with iOS 14
- Make data-driven optimizations and allocate the budget accordingly
Now that you know why you need Meta Conversions API, it’s time to get it set up on your store. Get in touch with our data experts and they’ll help you set it Meta Conversions API, show you how to track events, and ensure you get accurate data on your ads in the new age of first-party data.