Six reasons to start using Meta’s Conversions API now

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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 Facebook CAPI 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 Facebook CAPI 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 Facebook CAPI?

1. Facebook CAPI 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 Facebook Conversions API came in.

Facebook CAPI 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 Facebook CAPI to run dynamic Facebook ads and target your top buyers.

2. Facebook CAPI 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).

Facebook CAPI 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 — Facebook CAPI 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. Facebook CAPI captures important lower-funnel activity

Facebook CAPI 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 Facebook CAPI.

Events in payment and shopping cart tools are often lower-funnel, making them particularly important to track.

4. Facebook CAPI 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 Facebook CAPI 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

Facebook 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 Facebook CAPI 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 Facebook CAPI 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 Facebook CAPI, 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 Facebook CAPI, show you how to track events, and ensure you get accurate data on your ads in the new age of first-party data.

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