The Fb pixel is a extremely invaluable device 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 device in your Fb knowledge toolkit that works with the Fb pixel to make sure you get all the info you want. Mixed, they allow you to correctly monitor, attribute and enhance your Fb advertising efficiency.
What’s the issue with the pixel? Basically, ad blockers, cookie blockers, and different masking instruments have begun to chop down on the quantity of information the pixel receives. And now, Apple’s iOS 14 update is creating even bigger hurdles to monitoring knowledge via the pixel.
The iOS 14 replace extremely restricts using cookies for monitoring on Apple cellular gadgets. Meaning the pixel alone gives you quite a bit much less details about how iOS customers work together with your small business. If somebody clicks via to your web site from Fb, you won’t know.
Not involved about shedding knowledge from iOS customers? Think about that Fb expects all main browsers to dam or considerably restrict third-party cookies by 2022.
Your ad concentrating on may also be affected, and the dimensions of your customized audiences and retargeting audiences will probably lower.
However don’t panic. Learn on to learn to save your knowledge, attribution and concentrating on with the Fb conversions API.
Bonus: Download a free guide that teaches you how to turn Facebook traffic into sales in four simple steps using Hootsuite.
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 matter.)
Briefly: The Fb pixel is a browser-side device. That simply means it tracks knowledge via the consumer’s browser.
However the browser can also be the place the consumer can set up cookie blockers and ad blockers, or disallow monitoring cookies altogether. Browsers crash generally, shedding knowledge pathways. They will additionally lose knowledge when connections are poor.
The Fb conversions API, against this, is a server-side device. In truth, it was previously referred to as the server-side API. It means that you can monitor conversions via your web site’s server, moderately than via your buyer’s browser. As a substitute of monitoring “browser pixel occasions,” it tracks “server occasions.”
The conversions API doesn’t depend on cookies. Meaning 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 device 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 advertisements by offering extra full knowledge for ad optimization.
What does the Fb conversions API monitor?
The Fb conversions API means that you can monitor three sorts of information:
- Internet conversions (like gross sales or signups)
- Put up-conversion occasions (approvals for a mortgage)
- Web page visits
It offers you higher perception into your full gross sales funnel than utilizing the pixel alone. That’s as a result of it means that you can incorporate data like CRM knowledge and certified leads.
It additionally gives knowledge required for:
- Ad concentrating on (like customized audiences and retargeting)
- Ad reporting
- Viewers Insights
- Dynamic advertisements
- Conversion optimization for Fb advertisements
The conversions API additionally offers you higher management over the info you monitor inside Fb. For instance, you may add enterprise data like revenue margins and buyer worth.
There are additionally particular variations of the conversions API designed for apps and offline gross sales. These let you monitor app occasions and bricks-and-mortar retailer gross sales and visits, respectively. However since these are separate enterprise instruments, we gained’t dig into them on this put up. If you wish to know extra, try Fb’s detailed data 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 allows you to share internet occasions from an online browser, whereas the conversions API allows you to share internet occasions straight 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 handle (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 affect the Fb pixel. And the way the rising use of ad and cookie blockers additionally impacts the pixel’s capacity to gather constant browser-based knowledge.
— Fb for Builders (@fbplatform) February 11, 2021
However, that doesn’t imply the pixel is not helpful. It’s simply helpful another way. In truth, you need to have your Fb pixel arrange and operating earlier than you attempt to arrange the conversions API.
If you happen to haven’t arrange your pixel but, try our weblog put up with detailed directions on how to use Facebook pixel on your website.
While you join the conversions API and your Fb pixel, you maximize your possibilities of registering a conversion. If you happen to select to trace the identical occasions utilizing each instruments, you would possibly even register some conversions twice. Fortuitously, Fb can appropriate the double-tracking via a course of referred to as “deduplication.”
Deduplication sounds difficult. However actually it simply means maintaining 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 supply you probably 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.
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 towards 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 offered a 12 % enhance in attribution.
This meant the tentree advertising workforce had higher knowledge to investigate. This, in flip, allowed them to make higher selections about allocate their ad finances.
Additionally they discovered that the extra knowledge from the conversions API helped the Fb algorithm serve the advertisements extra successfully to better-qualified customers lowering the associated fee per motion by 5 %.
Enhancing Fb advertisements concentrating on
Advertising and marketing methods like retargeting (promoting to individuals who have already interacted with your small business) solely work when your monitoring works successfully. With out the conversions API, you would possibly miss the chance to transform a few of your almost certainly prospects.
For instance, the Norwegian magnificence firm Lava Art Cosmetic (LAC) discovered that once they added the conversions API to their Fb pixel monitoring, they have been higher capable of monitor the client’s journey on their web site.
In comparison with utilizing the Fb pixel alone, they noticed a 16.5 percent enhance in subscriptions to their service.
Decrease Fb advertisements 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 particular aim.
The conversions API may help cut back the associated fee per motion of your Fb advertisements by sending higher knowledge to the Fb algorithm. This ensures your advertisements are served to probably the most focused potential clients.
For instance, the Mexican digital funds firm Clip noticed 46 percent extra conversions once they added the conversions API to the Fb pixel. On the similar time, they noticed a 32 % 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 upon the platforms you employ and the extent of technical assist you may entry inside your small business.
Do not forget that you need to have already got a purposeful Fb pixel earlier than you dive in. You additionally must arrange Fb Enterprise Supervisor. If you happen to haven’t carried out so but, observe our step-by-step instructions.
Associate integration setup
The best means is to make use of a associate integration. Utilizing this technique, you don’t must know any code, and also you might be able to full implementation your self, with out a developer.
This feature is obtainable in case your web site is hosted on one among Fb’s associate platforms, like WordPress. It’s also possible to use it with a associate buyer knowledge platform, commerce platform, adtech, tag supervisor, or system integrator.
Undecided in the event you use a associate platform? You’ll find a full, up-to-date record on the Facebook for Business site.
Right here’s implement the conversions API via associate integration.
1. In Events Manager, select your pixel from the Information Sources tab and click on Settings within the prime menu.
Supply: Occasions Supervisor
2. Scroll right down to the Conversions API part and click on Select a Associate below Arrange via a associate integration.
Supply: Occasions Supervisor
3. Select your supplier from the pop-up gallery. It will take you into the particular setup directions on your associate integration.
Handbook implementation via Occasions Supervisor
If you happen to don’t have entry to associate integration, otherwise you simply desire to arrange the conversions API manually, you should utilize Occasions Supervisor to create personalised directions on 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.
Nevertheless, you will have entry to your server codebase and help from a developer to finish this technique.
You will get the method began your self in Occasions Supervisor, to specify what you need to monitor utilizing the conversions API. You’ll then cross the torch to your developer to implement the setup in your server.
- In Occasions Supervisor, choose the pixel you need to use to arrange the conversions API.
- Click on Add Occasions and choose Utilizing the Conversions API.
- Click on Set up code manually, learn the overview, and click on Proceed.
- Select the occasions you need to monitor. If you happen to’re unsure, try Fb’s occasion suggestions within the dropdown menu. While you’re carried out, click on Proceed.
- Choose the parameters for every occasion and click on Proceed.
- Click on Verify Setup, then Ship Directions.
- Enter your developer’s electronic mail handle and click on Ship. It’s a good suggestion to verify the field that claims Ship me a replica of this electronic mail so you’ve a replica on your information.
From right here, the ball is in your developer’s courtroom. They may full the setup based mostly on the occasions and parameters you specified utilizing the directions you created within the final step.
In case your developer wants extra data, they will use Fb’s detailed conversions API resources on the Facebook for Developers site.
Get probably the most out of your Fb ad finances with Hootsuite Advertisements. The highly effective device that makes it straightforward to create, handle, and optimize Fb and Instagram ad campaigns.
Simply handle your Fb web page (+ different social media accounts) and save time with Hootsuite. Schedule, interact, analyze, carry out.