7 Reasons to Start Utilizing Facebook Conversions API (NOW) + How To Do It

Since the beginning, we’ve relied on check now Facebook Pixel to understand how our ads perform and to create influential retargeting audiences. However, the effectiveness that comes from the Facebook Pixel is diminishing because of iOS 14 privacy features and the inevitable demise of cookies this year.

Facebook conversion API is not strong enough to support meme

The Facebook Pixel

Facebook has introduced the updated and upgraded Facebook Conversions API to address this issue. The tool has been an excellent resource for advertisers who want to track their conversions. However, it’s now vital for Facebook advertisers looking to ensure their strategies are secure in an age of privacy-first.

That’s why I’ve written this blog post. We’ll discuss:

  • What precisely the Facebook Conversions API is, and how does it functions.
  • Its similarities and differences with Facebook’s Pixel. Facebook Pixel.
  • Seven reasons to utilize Facebook CAPI (along with the pixel!)
  • How do you set up Facebook CAPI to access your account?

If you’re interested in ensuring the future of your Facebook marketing strategy, then I suggest continuing reading.

  • What is the Facebook Conversions API?
  • According to Facebook:
  • What does it mean?

Facebook conversions API: What is that even mean?


What does each term in the definition above mean?

. It’s a link between two apps that allows them to communicate. In this instance, it’s your website and Facebook.

Online and offline events The actions are taken by visitors to your site (viewed an article or filled out the form, etc.) and offline (such as being called you) by users engaged through your Facebook Ads.

Your server: 

For this post, “your server” refers to the device that houses your website and all its information. Large corporations may have their servers; however, small companies typically pay to have their websites hosted by a third party. 

The server of Facebook Facebook runs thousands of its servers as well Ads Manager is hosted on one of these servers. For this post, “Facebook’s server” is the device that holds Ads Manager data.

In essence, the Conversions API connects your website information (housed in your web server) to Facebook Ads Manager (housed on Facebook’s servers) to let you observe how Facebook users using your advertisements are acting.

How the Facebook conversions API functions

What is Facebook Pixel do? Facebook Pixel does? Let me explain, dear reader.

Facebook Conversions API vs. Facebook Pixel

Yes, the Facebook Pixel indeed serves the same function; however, in a different manner and produces different results.

Facebook Pixel Facebook Pixel can be described as a bit of code placed on your website. It will then transmit cookies to Facebook’s server (Ads Manager) each time someone interacting with your Facebook ads performs actions on your website. This Conversions API, on the contrary, is a type of server-side tracking. This means that the same user behavior information is gathered, but it’s kept on your servers (rather than on the browser). The API connects your server with Facebook.

In short, and as previously illustrated,

Through the conversions API, your website will collect the data, your website’s server stores it, and then the data is transferred via API to Facebook by way of API.

Through the pixel, Facebook gathers the information (using cookies). The data is stored in the user’s browser and is transmitted to Facebook through a pixel.

What are the events that Facebook CAPI keeps track of?

Conversions API tracks all the same events that Facebook Pixel tracks, such as:

Input payment details

  • Add to cart
  • Add it to the Wishlist
  • Create a product that is customized
  • Complete registration
  • Contact (phone or SMS, email Chat, SMS, phone)
  • Donate
  • Find search results for your store on a site or an app
  • Start the checkout process
  • Lead
  • Page view
  • Purchase
  • Book appointment: Schedule
  • Search: search by sight
  • Start Trial
  • Submit Application
  • Subscribe
  • View Content

However, these are server-side events with the API, whereas using the pixels, they are client-side (or web-side) events.

In the context of events, you might find these three ways to manage Facebook Aggregated Event measurement.

Why use Facebook CAPI?

If you can understand the way Facebook CAPI works, you can understand the benefits of this tool.

1. CAPI helps with VPNs and blocking ads

At first, Facebook’s Facebook Pixel provided us with all the data we needed to create influential audiences for our advertisements. Later, VPNs, ads blockers, and privacy software started causing discrepancies in the information. That’s where Facebook Conversion API came in. Facebook Conversions API came in.

2. CAPI is iOS14-friendly

However, with iOS 14, we’re not only dealing with differences within the information, but we’re also dealing with gaps. The gaps can negatively affect Facebook ad targeting. This is due to iOS 14 limiting what data advertisers can gather through the client-side (pixel) tracking and letting users completely turn off tracking (through the ATT).

Facebook converts API for Facebook conversions. iOS 14 app tracking transparency example

CAPI transmits data about users straight from the server (not the device) to Facebook instead of relying upon the cookie and other user browser data that the Facebook Pixel collects.

That is the data you collect and send the information to Facebook, not Facebook.


3. CAPI is an essential source of lower-funnel activities

Facebook Conversion API Facebook Conversions API lets you send more than website actions to Facebook. Some server-side events do not occur and are recorded on your website. They can occur on your application, free instrument, third-party payment tools or support hub, or offline (like via telephone calls). If you store this information inside your CRM software, you may transmit additional data to Facebook via CAPI.

The events related to shopping carts and payments tools are typically lower-funnel, so they are particularly crucial to monitor.

4. CAPI will be needed if cookies expire

Once cookies from third parties are removed, Conversions API will be the sole source of conversion tracking and performance information.

Why should you not use only Facebook Conversion API? Facebook Conversions API?

With all the information above this, the question is: why? It’s not without its disadvantages.

The Facebook Pixel isn’t the only way to get benefits.

While you can monitor all everyday events, The Pixel offers the advantage of matching your site visitors with individual platform users. This lets you see more details about the people who have viewed your advertisements, such as psychographic and demographic data and any other data other cookies from third parties are collecting through their browsers.

Server-side events can have low Event Match Quality.

Revealbot assists us in understanding the way Conversions API makes use of data keys to transmit the details. It can only obtain valid data keys (name, email, name, telephone number, address) when the user completes the form on your website or logs in. In the absence of that action, the site is forced to utilize less secure critical data (browser name and IP).

This may be evident for specific events when using the Event Matching tool in Ads Manager. It’s because it’s not able to gather that information about visitors to your site who haven’t logged in to your site or aren’t filling out forms.

The reason you should use Facebook Conversion API as well as Facebook Pixel

It is recommended to use both of these methods in conjunction, and here’s why.

5. Take a complete picture of the conversion information

Facebook Conversions API helps you view data that the Facebook Pixel can’t see because of blockers for ads, iOS 14, ATT, and cookies. This includes events on websites, offline events, and ad CRM information.

However, the Facebook Pixel helps you view data that the CAPI cannot include, such as psychographic, demographic, and other information about your behavior on the internet.

6. Cookies aren’t even gone as of yet.

The CAPI will become essential if third-party cookies disappear entirely.

However, for the moment, cookies aren’t entirely gone, and there are still iOS users, but not all have turned off app tracking.

7. Maximize the value of your budget

As of the moment, you can use Facebook Pixel and Conversions API combined, providing you with the most accurate information possible You can:

  • Know exactly who is engaging with your advertisements.
  • Learn more about the journey of a customer.
  • Build strong followers and build leads via Facebook, even on iOS 14.
  • Utilize data-driven optimizations to assign budgets accordingly.

In terms of budget, Are you wasting money on money on Facebook advertisements? Find out within minutes using our free Google Ads Performance Grader.

Do you have duplicates?

In essence, two parties collect the data whenever the user makes actions on your website. Your server and the user’s web browser. If you’re using Pixel and CAPI, will this cause duplicate events?

As long as you choose one of the two strategies Facebook mentions in this post.

Use the browser to track events other than events you track through a server. You can follow content-related events in your browser. However, you can buy events on the server.

Enable deduplication. You’ll have to add two events to the server – the event name and the event’s ID.

How do I make use of Facebook Conversion API? Facebook Conversions API

In the case of implementing Conversions API, you have two choices. Both may require the assistance of an expert web developer.

Manual setup with code

Suppose you’d like to install the code manually or hire a web developer to create the codes for you. In that case, Facebook offers developer-specific documentation for building the direct Conversions API integration with your server.

You can also use the feature to create custom setup instructions inside Events Manager which can be sent an email to your developers. A few advantages of this feature are the complete control of how you set up the Conversions API and potential savings about maintenance.

Integration of partners

If your website is using an of Facebook’s partner’s platforms, you can create the Conversions API in this manner. Here’s a peek at the platforms that are partners with Facebook:

Integrations with Facebook partners for setting the Facebook conversion API

It is not clear the expenses associated with the various partners separately. However, I have one client who will implement Conversions API through Google Tag Manager (server-side). The estimated cost for doing this (according to Google) could be the following:


Test and set up Facebook CAPI right now.

We hope you’ve now understood what Facebook Conversions API is, how it’s different from the Facebook Pixel and why it’s crucial for ensuring the viability of the effectiveness of your Facebook advertising strategy. Check out what other data you can collect now and the only data you’ll have when third-party cookies disappear.

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