Facebook Conversion API

👋 The Facebook Conversion API, also known as Facebook CAPI, makes it possible to personalize, optimize and measure ads on Meta bypassing ad cookie restrictions, guaranteeing more reliable ad tracking and more accurate conversion data.

Why deploy Facebook CAPI?

The Facebook Conversions API is an essential tool for collecting more data in a more controlled way in Meta, playing a crucial role in the personalization, optimization and evaluation of ads on this platform.

Its main objective is to optimize the transfer of web event data, such as conversions, to Meta, while bypassing the limitations associated with advertising cookies. By transmitting information via your website's server, the API ensures more reliable ad tracking and more accurate conversion data.

Problems with the quality of pixel data collection

• Recent studies show that advertisers can lose up to 30% of conversion data due to ad blockers and tracking restrictions.

• Data is limited to events triggered by the Facebook pixel.

• The Facebook pixel may have an impact on website performance.

• Offline conversions cannot be tracked.

Implement Facebook Conversion API

• Lower CPA: Using the Facebook Conversions API guarantees unaltered data thanks to improved connectivity, leading to more accurate attribution of conversions to your campaigns, thus reducing cost per action.

• Full-funnel optimization: You can track and optimize your performance across the entire conversion tunnel, online and in-store, reaching a more conversion-friendly audience and increasing customer value.

• Reliable metrics: The Facebook Conversions API offers more accurate performance measurement throughout the conversion tunnel, making it easier to analyze results and adjust advertising campaigns.

• Secure data control: You have total control over what data you share, when and with whom, ensuring the security of your data.

Keep the Facebook pixel with the Conversion API

While Facebook strongly encourages switching to the Facebook Conversion API, it does not recommend removing the Facebook Pixel. As long as third-party cookies exist, Facebook will continue to recommend the installation of the Pixel + Facebook Conversion API. In fact, it remains interesting for Facebook to associate a user not connected to a site (i.e. not recognized) with a user of the social network.

To avoid counting the same events twice, it is necessary to generate an event ID for each event and send this ID to both systems. Facebook takes care of deduplication.

Use a TMS to install Facebook CAPI

Whether you're using Google Tag Manager Server-Side or another TMS (Server-Side), it's much easier to set up Facebook CAPI. As you've already set up the technical configuration of the TMS on the server side, you'll need just a few clicks to install Facebook CAPI.

Google Tag Manager Server-Side retrieves data only when the user has given their consent, so there's no risk of sending data without the user's authorization.

What data is shared?

Contrary to what its name might suggest, the FB Conversion API can send events other than conversions from your site. In other words, a page view, an add-to-cart or a download.

The more data you send to Facebook, the better Facebook's algorithms will work. Some companies refuse to share all their data with Facebook for ethical or strategic reasons. There are two strategies:

• The conservative approach: I share the minimum amount of data with Facebook by only sending conversions. I limit the amount of data sent to avoid feeding Facebook, by feeding my competitors.

• The offensive approach: I share all my events with Facebook to improve my performance. The more I give, the more I receive.

⚠️ You must hash all personal data sent to FacebookFacebookCAPI will systematically refuse unhashed personal data. If you're using Google tag manager in server-side mode, this feature is natively available.

Fine-tuning targeting and adapting to specific needs are essential in marketing. To achieve this, Facebook offers "Advanced Matching", an option that links a website's customer data to Facebook user accounts. Unlike cookies, which can be deleted or deactivated, this feature directly exploits reliable data such as emails or phone numbers shared by users, ensuring better profile matching.

As for the details used for matching, Facebook uses secure data such as the user's encrypted email, first name and last name to find potential matches within its network.

Going further with Facebook CAPI

Facebook CAPI is also an opportunity to share data that cannot be sent directly from your website:

• Offline conversions: whether you're sending out receipts or converting a lead by phone after filling in an online form, all this data will also help you optimize your campaigns.

• CRM segment: Share and create specific campaigns
  • VIP segment with Facebook to find social network users similar to your customers.
  • Consumers asleep on Meta and try to catch them up with a coupon or a win-back campaign.
  • Intentionalists or basket abandoners to maintain marketing pressure.

You can send offline conversions or CRM segments directly from GTM Server-Side.