The Facebook pixel has long been a reliable tool for businesses to monitor business data on Facebook. However, with iOS 14 and some more pixel-blocking systems currently present on the market, you might be wondering what your next move is. How do you carry on with your Facebook marketing?
Fortunately, Facebook Conversions API exists. And understanding how to utilize will work wonders for you.
Hearing the name for the first time? That’s absolutely fine, that’s what we’re here for. In this article, we’ll discuss the details of Facebook Conversions API, the best practices, how to get the best out of it – in short, everything you need to know about Facebook Conversions API.
Facebook Conversions API can help you with a lot of things. But before we get into that, let’s talk a bit about Facebook pixel.
Facebook pixel simply is a side-tool for your browser. Basically, it monitors your data through your browser. However, the problem with pixel is due to it being dependent on the browser to track data, when the user installs cookie blockers, ad blockers, or decides to reject cookies altogether – pixel is helpless. Proper monitoring won’t be possible anymore then.
Facebook Conversions API, however, is a server-side tool. It isn’t dependent on the user browser to track data. It rather monitors data through the website’s server. Basically, it looks for events that are happening in the server of a website.
Facebook Conversions API is a tool that doesn’t depend on cookies, so if you’re using cookie blockers or disallowing cookies altogether, it won’t be a problem for Facebook Conversions API. So, whatever you decide to do with your browser settings, it won’t affect how Facebook Conversions API will perform.
To sum up, Facebook Conversions API is another tool that just works alongside Facebook pixel. And it works in ways that can get over the recent iOS 14 restrictions – basically, handing you more data to work with.
Facebook Conversions API tracks various kinds of data. As stated before, it tracks data from website servers. So, with Facebook Conversions API, you’ll find data such as number of sales or sign ups (conversions), events succeeding conversion, and number of visits a page experiences.
Facebook Conversions API also offers a lot of data that you can use to enhance your Facebook marketing performance and strategies. It will help you in your ad targeting and reporting activities, the dynamic ads you’d like to produce, and in your conversion optimization for Facebook ads. In addition, you’ll get significant audience insights from Facebook Conversions API.
As stated before, Facebook Conversions API is an amazing tool that helps you override the restrictions imposed on Facebook pixel by iOS 14. But, how do you set it up?
No worries, we’ll take you through the steps so that you don’t face any difficulties.
Through this method, you won’t even have to go to a developer to integrate Facebook Conversions API into your system.
However, to use this method, your website must be hosted on a Facebook partner platform (for example, WordPress). If you’re wondering if you are eligible for this, meaning whether if you’re using a partner platform or not, you can simply go through this list.
So, in the partner integration, firstly, you’ll need to go to the Events Manager panel. There, you’ll need to go to the Data Sources tab. Then, select your pixel from the tab. After that, tap on Settings.
Thereafter, find the Conversions API section. Then, select the Choose a Partner option. You’ll find it just below the Set Up through a Partner Integration option. And then, you arrive at the last step, where you will just need to choose your provider in the gallery that pops up. Thereafter, you’ll find some very direct steps that you’ll have to follow for the process to be completed.
If you can’t use the partner integration method, or if you want to be more in control of your conversions API, you can go for the manual method. Even though it’s a comparatively tougher method, it does give you more control over the whole process.
The drawback in this process, of course, is that it’s likely that you won’t be able to finish the process yourself. You’ll need help from a developer.
However, don’t let that hold you back from starting the process! You can easily get started if you follow the proper steps.
Firstly, you’ll need to go to the Events Manager option. There, you’ll have to select the pixel you want to use. Then, you’ll have to choose Add Events, where you’ll need to select the option Using the Conversions API.
After that, you’ll need to select the Install Code Manually option. You’ll receive an overview, and upon reading it, select Continue.
Now, you’ll arrive on the types of events that you want to monitor. You can always follow Facebook’s event recommendations if you’re not totally sure. Even if you know what you want, checking Facebook’s recommendation is always a good idea. Once you choose the parameters, select Continue once more. Now, you’ll have to choose the parameters for every event. Press Continue once again when you’re done.
Now, you’ll have to press Confirm Setup. After that, select Send Instructions. There, fill up the mail address with your developer’s mail address. You can also select the option to send you a copy of the mail, just to be on the safe side. And from this step onwards, your developer will be in charge.
We hope our article helped you get started with Facebook Conversions API. We wish you all the best!
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