Using the Facebook Conversion API is a great way to enhance ad performance and gather valuable data for future campaigns. It allows advertisers to send both online and offline signals, while also ensuring that all data is sent in compliance with Facebook's privacy policies and that relevant data is deduplicated so your not seeing conversions for the same event counted multiple times.
Emphasis on the latter part of that last sentence...
The Facebook OC API allows users to upload conversion data up to 62 days after the conversion. This means that retailers can now optimize their entire purchase process with a single conversion action. It also means that advertisers will be able to measure conversions in Ads Manager. Sounds great right? But that's all a bunch of generic jargon and mumbo-jumbo..... What we really want to know is
The Facebook Conversion API is just one of the many tools Facebook offers to its business partners. Other tools include the Off-Facebook Activity tool, which can be used to gather data in offline event-sets. That's right they can get ya even off platform via FB logins to apps with your Facebook and other 3rd party tech integrations. The Conversions API was created to fulfill Facebook's obligations under new data protection laws. This includes establishing a more reliable connection between data and Facebook's machine learning systems. Really it was a response or solution to the absolute smackdown IOS 14 brought upon the marketing world (esp Facebook Ads).
The Facebook Conversion API was introduced in an effort to improve tracking and measurement for advertisers. This is done by adding a new stream of events to Facebook's server. In doing so, advertisers can send their conversion data to Facebook Ads Manager and use it in future campaigns. It also gives advertisers the ability to measure key ad metrics without the use of cookies.
IMPORTANT: Google is sun-setting the use of cookies (yea that's right) by the year 2024, meaning if you're not going server side with your tracking you are in for a world of hurt come 2024. Insert shameless plug here: Behind the 8-ball? Gives us a call and lets strike up plan!
With my limited tech knowledge, here's how it works as I understand it...
1 Pixel is triggered via website visit
2. That data is sent off via conversions gateway to AWS + attempted (blocked) from any of the examples below.
3. AWS EC2 sever takes that data uses advanced matching parameters and hashes it
4. The Pixel Data is then sent back to Facebook.
5. Deduplicated (if pixel event exists)
6. Updates Events Manager numbers + anywhere your housing marketing data
So now that you know how it works let's look at how longs it takes.....
FAIR WARNING: EC2 cloud compute can get pricey.... even with the free tier in Amazon (gives you access to EC2 + others for free for a year! ( I blew through the account limits in less than two weeks.)
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What you'll need for setup.
To begin the setup process, navigate to the Settings tab within Events Manager, and click Choose a Partner.
Select Conversions API Gateway from the available options.
A. Under Enter your Domain, enter the domains of your website. Remember to include any variations or active subdomains in this section. (e.g.,: www.xyz.com, shop.xyz.com, buy.xyz.com) Confirm that you use the correct form of your domains. (with or without www)
B. Next, under Enter your subdomain, a subdomain name will be auto-populated; however, it could be modified to any name you’ll choose.
C. This subdomain represents the Conversions API Gateway Endpoint, where you’ll be able to access the Conversions API Gateway UI after setup is complete.
D. Next, choose Select your hosting region as the deployment method, and then your desired region. You can only set up Conversions API Gateway in one region.
Click Start Deployment to open up AWS.
https://developers.facebook.com/docs/marketing-api/conversions-api/guides/gateway/setup
A. Add the IP address generated under Call To Action in the previous step as a name record for the subdomain you’re using.
B. Add the subdomain you’ve defined as your Conversions API Gateway Endpoint.
C. Steps for this will vary depending on your partner, so please refer to their documentation if you have any problems completing this step.
D. Save your configuration
Finally, go back to the Events Manager to complete the next steps.
A. Click Next from where you left off.
B. Confirm the DNS record is added successfully, the status will be green if provisioning completed and click Next.
C. Next, if the Go to Console button shows, then setup is complete.
D. The console may take up to 30 minutes to be available, so please retry the link if it doesn’t work right away.
E. Click Finish to complete the process.
F. You should see Conversions API Gateway under your pixel setting
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The Facebook Conversion API is not for the faint of heart. Setting up the Conversions API used to be a monetary and technical endeavor that required a data science degree (lol) and months of your time to get it right. However using the conversions API Gateway its a 15-20 min task!
It can help you improve ad performance, attribution, and reporting. It also gives you the chance to send data to Facebook's Ads Manager, which can improve the quality of your ad campaigns. A better understanding of how your advertising campaign is performing can help you increase sales. You can also connect your Facebook Ads Manager account with your CRM, which will enable you to collect and analyze customer data in real time. This will make it easier to create more targeted ads for future campaigns.
The Conversions API also complies with Facebook's business tool terms and regulations. It follows the same controls as the Off-Facebook Activity tool, but isn't the way to get around those regulations. For example, the Conversions API does not require the use of cookies, which means that advertisers can send data to Facebook even if their web browser blocks cookies. This is a major advantage over pixel tracking.
The Conversions API is a great tool to use in conjunction with other Facebook tools, such as the Meta Pixel, to maximize campaign performance.
Web Designer, Digital Marketer, and Blogger. Certified in both Google Analytics and Google Ads (As well as many other qualifications, which you can view on my LinkedIn Profile). A listed "Top Expert" on the Kartra platform.
Premium Design Partners was started with the goal of helping small businesses achieve an online presence through SEO, an incredible web design, and content catered to promoting their brand.
Former construction professional (Superintendent for 10+ years), who understands and values an "honest day's work". Enjoys softball (And baseball, but softball now that I am old), constant gym sessions, and anything that pushes me mentally and physically. After all, life is a strive for improvement and knowledge. Meaning, in order to "climb the next rung in the ladder", you must be focused on improving yourself. If you aren't striving to reach "the next best you" in life, then what's the point?
