Facebook’s Conversions API (CAPI) is a powerful marketing enablement tool that helps direct-to-consumer (DTC) brands track and optimize their marketing efforts on the social media platform. It was created in response to the recent changes in iOS14, which have made it more difficult for brands to track conversions using traditional methods.
Looking ahead, we'll explore what Conversions API is, why it was created, and why it's critical for DTC brands. We'll also dive into the core differences between Conversions API and server-side conversion tracking, and provide a step-by-step breakdown of how to implement Conversions API.
Before the release of iOS14, businesses could use Facebook's tracking pixels to track user behavior on their website or mobile app. However, with the release of iOS14, Apple introduced new privacy measures that limit the data that can be collected by tracking pixels. This has made it significantly more difficult for businesses to track conversions, understand user behavior on their site, and interpret efficiencies and opportunities of their advertising efforts.
Conversions API was created as a solution to this problem.
The API provides digital marketers and brand owners with more accurate and reliable data about the performance of their ads. It also allows them to continue to track user behavior on their website or app, even if users have turned off third-party cookies or limited data tracking on their devices. This is particularly important for businesses that rely on Facebook and Instagram for advertising and customer acquisition.
Facebook’s Conversions API and server-side tracking are both used to track conversions on a website, but they work in slightly different ways.
It's worth noting that server-side tracking is more secure than client-side tracking methods because the data is transmitted directly from the website's server to Facebook servers, bypassing the user's browser, which reduces the risk of data being blocked or malformed. The downside is that server side tracking is significantly more difficult to set up than Facebook’s Conversions API.
For direct-to-consumer brands using Shopify, Facebook Conversions API is incredibly important for a few key reasons.
First, it allows for more accurate conversion tracking conversions for direct to consumer brands that rely on Facebook advertising to drive sales. If you're not accurately tracking your conversions, you're likely missing out on valuable insights that could help you optimize your marketing and sales efforts.
Second, Facebook Conversions API can help you better understand the customer journey. By tracking conversions from start to finish, you can see exactly which ads and campaigns are driving the most sales. This can help you make more informed decisions about where to allocate your advertising budget.
Third, Facebook Conversions API can help you identify and target high-value customers. By tracking conversions, you can see which customers are most likely to make a purchase, and then target them with personalized ads and offers.
So, now that you know why you need Facebook Conversions API in your life, how do you implement it? Facebook has made the process very simple and can be broken down into a few easy steps.
Note: if you already have a Facebook Business Manager and Pixel set up on your site skip to Step 5.
The first step in implementing Facebook Conversions API is to set up a Facebook Business account. This will give you access to the Facebook Ads Manager and Facebook Pixel, which are necessary for tracking customer interactions.
Once you have a Facebook Business account, you'll need to create a Facebook Pixel. This is a small piece of code that you'll need to place on your website in order to track customer interactions.
Once you have a Facebook Pixel, you'll need to install it on your Shopify store. This can be done by going to the "Online Store" section of your Shopify dashboard and selecting "Preferences." From here, you'll be able to add the Facebook Pixel to your website.
After you've installed the Facebook Pixel on your store, it's important to test it to make sure it's working properly. You can do this by using the Facebook Pixel Helper, a free tool that allows you to test the Facebook Pixel on your website.
Once you've tested the Facebook Pixel and ensured that it's working properly, you can set up Facebook Conversions API. This can be done by going to the "Ads Manager" section of your Facebook Business account and selecting "Conversions API." From here, you'll be able to set up and configure the Facebook Conversions API for your website.
Now that you’ve set up Conversions API you’ll need to set up events in Conversions API is a simple process that can be done in a few steps:
Now that your events are set up you’ll need to prioritize them. There are a variety of events that you can set for Facebook's Conversions API, including:
You are not limited to a certain number of events that you can set for Facebook's Conversions API. However, it is recommended to limit and prioritize the events you are tracking on those that are important to your business, so that you don't get inundated with a bunch of useless data.
It's also important to note that when you create an event, you should set up custom parameters to track additional information such as product IDs, item names, and prices. This information can be used to focus your retargeting efforts based on specific actions users take on your site.
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