For years, we’ve relied on the Facebook Pixel to understand how our ads are performing and to build powerful retargeting audiences. However, the Facebook Pixel’s power is dwindling due to iOS 14 privacy features and the impending demise of cookies next year.
Facebook has introduced the new and improved Facebook Conversions API to help with this. This tool has always been useful for advertisers who want to track conversions accurately, but it is now required for Facebook advertisers who want to future-proof their strategy in a privacy-first world.
That is why I wrote this post. We’ll go over the following topics:
- What is the Facebook Conversions API and how does it work?
- It has some similarities and some differences with the Facebook Pixel.
- There are seven reasons to use Facebook CAPI (in addition to the pixel!)
- How to Configure Facebook CAPI for Your Account
So, if you want to ensure the long-term viability of your Facebook advertising strategy, keep reading.
What exactly is Facebook Conversions API?
Facebook claims that:
“The Conversions API is a Facebook Business Tool that allows you to share key web and offline events, as well as customer actions, directly from your server to Facebook’s.”
But what exactly does that mean?
Here’s what each of the terms in the preceding definition means.
- API is an abbreviation for application programming interface. It is a link that allows two applications to communicate with one another. It’s your website and Facebook in this case.
- Online and offline events: These are actions taken by people who have interacted with your Facebook Ads on your website (such as viewing a page, filling out a form, etc.) or offline (such as calling you).
- Your server name is: For the purposes of this article, “your server” refers to the machine that houses your website and all of its associated data. Large companies may have their own servers, whereas small businesses usually pay to have their website hosted on someone else’s server (such as GoDaddy’s or Bluehost’s).
- Server of Facebook: Facebook has thousands of servers of its own, and Ads Manager is hosted on one of them. For the purposes of this article, “Facebook’s server” refers to the computer that stores Ads Manager data.
So, in a nutshell, the Conversions API connects your website data (hosted on your server) to Facebook Ads Manager (hosted on Facebook’s server), allowing you to see how Facebook users interacting with your ads are behaving.