What is your biggest fear as a marketer?
Is it making a typo in a global content campaign or being unable to deliver the target ROAS that you promised to your new client? Or perhaps you think you can’t find solutions to the latest iOS 14 changes?
The point is we all have fears as marketers, but being unable to adapt to the latest changes from Apple isn’t something that should scare you. Marketers will still be able to record conversion data accurately, maintain user privacy – even send event/conversion data directly to the Facebook Ads Manager. But how? We hear you ask.
Facebook Conversion API (CAPI) is the solution that ensures you achieve the balance above. Let’s start by delving into what Conversion API is and how it can help you.
What is FaceBook API (CAPI) and how can it be implemented?
Facebook API (CAPI) enables you to set up a link between Facebook Ads Manager and the marketing data from your company website and/or customer relationship manager. According to Facebook “this marketing data helps power ad personalisation, optimisation and measurement”1 allowing the social networking platform to accurately show your paid ads to your desired target audience.
The nature of your business will depend on how you set up Facebook’s Conversion API. The API has various integration options to suit different requirements, and the good news is that you don’t need to be a software expert to implement any of the integrations. You can compare and find out more about the specific setup options to ensure you select the right option to suit your business requirements.
What are the benefits of using Facebook Conversion API (CAPI)?
- The data is in your hands: The Conversion API allows you to improve your process for controlling data by enabling you to decide what data you release and the timings around it.
- Improve your match quality scoring: By using the Conversion API, you will enhance your ability to improve your conversion match quality and the number of matched events. The increased event matching will also help you to actively reduce your cost per action! It is a win-win for all marketers.
- Effective measuring = success: The API also allows you to effectively measure your ad performance at each stage of the funnel and understand how advertising affects digital and non-digital results.
- The connection is key for reducing costs: Using the pixel and Conversion API together will strengthen your connectivity, allowing the delivery system to reduce your CPA. The combination usage enhances your performance marketing as you won’t experience any of the connectivity issues that you can receive if you use the pixel by itself.
The Conversion API will help you solve some, if not all, of the problems you are experiencing from the latest iOS 14 changes. The benefits can empower your performance marketing, ensuring that you continue to plan, create and optimise successful campaigns.
Using the API will also enable you to adjust to the latest industry changes even if your target consumers opt-out of tracking on Facebook and other ad platforms. By connecting the Facebook systems with your performance marketing data, you can continue to perform the majority of your marketing activities as before.
Need assistance with Facebook Conversion API?
As digital experts, we can unlock the power of Facebook Conversion API (CAPI) to help you continue to run successful marketing campaigns and respect user privacy preferences.
We are performance marketing specialists who can create long-term solutions for advertisers to overcome current and future industry changes.
The team will help you locate The Goldilocks Zone that respects your customers’ privacy and enables you to continue running data-driven advertising campaigns. We want to make sure the above changes don’t affect your ROAS, conversion tracking or audience targeting in each of your campaigns.
Get in touch with the team today, and let’s get those campaigns set up for success!
References
[1] Compare Conversions API setup options | Facebook Business Help Centre
