Tuesday June 22, 2021 By David Quintanilla
Everything Marketers Need to Know

The Fb pixel is a extremely precious instrument for monitoring enterprise knowledge on Fb. Sadly, its effectiveness has been declining in recent times. However all will not be misplaced, due to the Fb conversions API.

The Fb conversions API one other instrument in your Fb knowledge toolkit that works with the Fb pixel to make sure you get all the information you want. Mixed, they show you how to correctly monitor, attribute and enhance your Fb advertising efficiency.

What’s the issue with the pixel? Basically, advert blockers, cookie blockers, and different masking instruments have begun to chop down on the quantity of knowledge the pixel receives. And now, Apple’s iOS 14 update is creating even bigger hurdles to monitoring knowledge by way of the pixel.

The iOS 14 replace extremely restricts using cookies for monitoring on Apple cell units. Which means the pixel alone will provide you with lots much less details about how iOS customers work together with your online business. If somebody clicks by way of to your web site from Fb, you may not know.

Not involved about shedding knowledge from iOS customers? Contemplate that Fb expects all main browsers to dam or considerably restrict third-party cookies by 2022.

Your advert focusing on may even be affected, and the scale of your customized audiences and retargeting audiences will possible lower.

However don’t panic. Learn on to discover ways to save your knowledge, attribution and focusing on with the Fb conversions API.

What is the Facebook conversions API?

To understand the Facebook conversions API, you first have to understand a little bit about the Facebook pixel.

(If you want to understand everything about the Facebook pixel, check out our blog post on that very subject.)

Briefly: The Fb pixel is a browser-side instrument. That simply means it tracks knowledge by way of the person’s browser.

However the browser can also be the place the person can set up cookie blockers and advert blockers, or disallow monitoring cookies altogether. Browsers crash generally, shedding knowledge pathways. They’ll additionally lose knowledge when connections are poor.

The Fb conversions API, against this, is a server-side instrument. The truth is, it was previously often called the server-side API. It means that you can monitor conversions by way of your web site’s server, relatively than by way of your buyer’s browser. As a substitute of monitoring “browser pixel occasions,” it tracks “server occasions.”

The conversions API doesn’t depend on cookies. Which means your web site guests’ browser settings and efficiency don’t have an effect on its monitoring capabilities.

Like we mentioned, it’s an additional enterprise instrument that works collectively with the Fb pixel. It improves the accuracy of your Fb monitoring by capturing knowledge that will be misplaced if counting on browser occasions alone.

It additionally helps to enhance the efficiency of your Fb adverts by offering extra full knowledge for advert optimization.

What does the Fb conversions API monitor?

The Fb conversions API means that you can monitor three varieties of knowledge:

  • Net conversions (like gross sales or signups)
  • Publish-conversion occasions (approvals for a mortgage)
  • Web page visits

It offers you larger perception into your full gross sales funnel than utilizing the pixel alone. That’s as a result of it means that you can incorporate info like CRM knowledge and certified leads.

It additionally gives knowledge required for:

  • Advert focusing on (like customized audiences and retargeting)
  • Advert reporting
  • Viewers Insights
  • Dynamic adverts
  • Conversion optimization for Fb adverts

The conversions API additionally offers you larger management over the information you monitor inside Fb. For instance, you’ll be able to add enterprise info like revenue margins and buyer worth.

There are additionally particular variations of the conversions API designed for apps and offline gross sales. These assist you to monitor app occasions and bricks-and-mortar retailer gross sales and visits, respectively. However since these are separate enterprise instruments, we received’t dig into them on this put up. If you wish to know extra, try Fb’s detailed info on the app events API and offline conversions API.

Fb pixel vs. the conversions API

Right here’s how Facebook itself lays out the distinction between Fb pixel and the conversions API:

“The pixel permits you to share internet occasions from an internet browser, whereas the conversions API permits you to share internet occasions instantly out of your server.”

Or, maybe a bit of extra obtusely:

“If sending browser pixel occasions is like sending mail through airmail, then sending server occasions is like sending mail through freight. They’re each mechanisms to move the package deal (knowledge about an occasion) to a vacation spot tackle (a Pixel ID).”

By way of utilizing these instruments, it isn’t actually a case of both/or. As a substitute, it’s a matter of each/and.

We’ve already talked about how modifications within the iOS 14 replace influence the Fb pixel. And the way the rising use of advert and cookie blockers additionally impacts the pixel’s capacity to gather constant browser-based knowledge.

However, that doesn’t imply the pixel is not helpful. It’s simply helpful otherwise. The truth is, it’s best to have your Fb pixel arrange and working earlier than you attempt to arrange the conversions API.

In the event you haven’t arrange your pixel but, try our weblog put up with detailed directions on how to use Facebook pixel on your website.

Once you join the conversions API and your Fb pixel, you maximize your probabilities of registering a conversion. In the event you select to trace the identical occasions utilizing each instruments, you may even register some conversions twice. Happily, Fb can right the double-tracking by way of a course of known as “deduplication.”

Deduplication sounds sophisticated. However actually it simply means retaining one conversion occasion and discarding its duplicate.

If one of many enterprise instruments (pixel or the conversions API) data the occasion, no downside. If each document the occasion, Fb will deduplicate the monitoring. It compares the pixel occasion parameter to the conversion API’s event_name parameter, and the pixel’s eventID parameter to the conversion API’s event_ID parameter.

The tl;dr model is that these instruments work collectively to offer you essentially the most correct Fb monitoring knowledge and insights.

Fb conversions API examples

You’ve gathered by now that the conversions API will present extra dependable Fb knowledge. Let’s check out a few real-world examples that present simply why that’s so necessary for entrepreneurs.

Enhancing attribution

That is the primary subject we’ve talked about all through this put up. The pixel’s capacity to trace knowledge is diminishing. The conversions API helps fill these gaps, offering higher conversion attribution.

For instance, the clothes model tentree examined two knowledge monitoring setups in opposition to one another. One used the pixel alone. The opposite used the pixel plus the conversions API. They found that the mixture of the pixel and the conversions API supplied a 12 p.c improve in attribution.

This meant the tentree advertising staff had higher knowledge to research. This, in flip, allowed them to make higher selections about the best way to allocate their advert finances.

Additionally they discovered that the extra knowledge from the conversions API helped the Fb algorithm serve the adverts extra successfully to better-qualified customers decreasing the associated fee per motion by 5 p.c.

Enhancing Fb adverts focusing on

Advertising and marketing methods like retargeting (promoting to individuals who have already interacted with your online business) solely work when your monitoring works successfully. With out the conversions API, you may miss the chance to transform a few of your probably prospects.

For instance, the Norwegian magnificence firm Lava Art Cosmetic (LAC) discovered that after they added the conversions API to their Fb pixel monitoring, they had been higher capable of monitor the client’s journey on their web site.

This in flip allowed them to create higher custom audiences. They then used Facebook ads to focus on individuals who had visited their web site however not made a purchase order.

In comparison with utilizing the Fb pixel alone, they noticed a 16.5 percent improve in subscriptions to their service.

Decrease Fb adverts value per motion

Each of the examples above already confirmed this profit, however let’s have a look at a case the place this was the precise aim.

The conversions API may also help scale back the associated fee per motion of your Fb adverts by sending higher knowledge to the Fb algorithm. This ensures your adverts are served to essentially the most focused potential prospects.

For instance, the Mexican digital funds firm Clip noticed 46 percent extra conversions after they added the conversions API to the Fb pixel. On the identical time, they noticed a 32 p.c discount in the associated fee per conversion.

Tips on how to arrange the Fb conversions API

There are two methods to arrange the Fb conversions API. Which you select will rely on the platforms you employ and the extent of technical assist you’ll be able to entry inside your online business.

Do not forget that it’s best to have already got a practical Fb pixel earlier than you dive in. You additionally have to arrange Fb Enterprise Supervisor. In the event you haven’t carried out so but, comply with our step-by-step instructions.

Companion integration setup

The only method is to make use of a associate integration. Utilizing this technique, you don’t need to know any code, and also you could possibly full implementation your self, and not using a developer.

This selection is obtainable in case your web site is hosted on one in all Fb’s associate platforms, like WordPress. You may also use it with a associate buyer knowledge platform, commerce platform, adtech, tag supervisor, or system integrator.

Undecided in case you use a associate platform? You’ll find a full, up-to-date checklist on the Facebook for Business site.

Right here’s the best way to implement the conversions API by way of associate integration.

1. In Events Manager, select your pixel from the Information Sources tab and click on Settings within the prime menu.

data sources settings

Supply: Occasions Supervisor

2. Scroll all the way down to the Conversions API part and click on Select a Companion underneath Arrange by way of a associate integration.

choose a Partner under set up through a partner integration

Supply: Occasions Supervisor

3. Select your supplier from the pop-up gallery. It will take you into the precise setup directions in your associate integration.

Guide implementation by way of Occasions Supervisor

In the event you don’t have entry to associate integration, otherwise you simply desire to arrange the conversions API manually, you need to use Occasions Supervisor to create personalised directions in your builders.

This technique offers you a bit of extra management over the conversions API setup. This contains the power to trace occasions and parameters that pixel alone can’t monitor.

Nonetheless, you’ll need entry to your server codebase and help from a developer to finish this technique.

You may get the method began your self in Occasions Supervisor, to specify what you wish to monitor utilizing the conversions API. You’ll then go the torch to your developer to implement the setup in your server.

  1. In Occasions Supervisor, choose the pixel you wish to use to arrange the conversions API.
  2. Click on Add Occasions and choose Utilizing the Conversions API.
  3. Click on Set up code manually, learn the overview, and click on Proceed.
  4. Select the occasions you wish to monitor. In the event you’re unsure, try Fb’s occasion suggestions within the dropdown menu. Once you’re carried out, click on Proceed.
  5. Choose the parameters for every occasion and click on Proceed.
  6. Click on Verify Setup, then Ship Directions.
  7. Enter your developer’s e-mail tackle and click on Ship. It’s a good suggestion to verify the field that claims Ship me a duplicate of this e-mail so you’ve a duplicate in your information.

From right here, the ball is in your developer’s court docket. They are going to full the setup primarily based on the occasions and parameters you specified utilizing the directions you created within the final step.

In case your developer wants extra info, they’ll use Fb’s detailed conversions API resources on the Facebook for Developers site.

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