Facebook Conversions API: Marketers Must Know (2/2)

Read on this post to define Facebook conversions API clearly and explore tips to set up it.

Follow these tricks to start appearing on Facebook for the Developer site in no time!

Facebook conversions API examples

You already met that extra reliable Facebook data will be offered by the conversions API. Let’s take a look at some real-world examples, which show simply why that is so vital for marketers.

Improving attribution

This is the principal difficulty we’ve talked about throughout this put-up. The ability of pixels to track data is declining. The conversions API helps fill these gaps, providing better conversion attribution.

For example, the clothing brand Tentree tested two data monitoring setups in opposition to one another. While one used the pixel alone, the other uses the pixel conversion API more. Accordingly, It was found that the association of the pixels and the conversions API increased attribution by 12%.

This meant the Tentree advertising and marketing team had better knowledge to analyze. This, in turn, allowed them to make better choices about the best way to allocate their ad budget.

Moreover, the additional data from the conversions API helped the Facebook algorithm. This serves the advertisements more effectively to better-qualified users reducing the associated fee per action by 5 percent.

Improving Facebook ads targeting

Advertising and marketing strategies like retargeting (advertising to people who have already interacted with your enterprise) only work when your tracking works effectively. Without the conversions API, you would possibly miss the opportunity to convert some of your most likely prospects.

For example, the Norwegian beauty company Lava Art Cosmetic (LAC) found that when they added the conversions API to their Facebook pixel tracking, they have been higher capable of monitor the client’s journey on their website.

This in turn enables them to create personalized audiences. They then used Facebook ads to target people who had visited their website but not made a purchase order.

Compared to Facebook’s pixel usage alone, its service subscriptions increased by 16.5 percent.

Lower Facebook ads cost per action

Each of the examples above already showed this benefit, but let’s take a look at a case where this was the particular objective.

The conversions API can help scale back the associated fee per action of your Facebook ads by sending better knowledge to the Facebook algorithm. This ensures your ads are served to probably the most targeted potential customers.

For example, the Mexican digital payments company Clip noticed 46 percent more conversions when they added the conversions API to the Facebook pixel. At the same time, they noticed a 32 percent reduction in the associated fee per conversion.

Tips on how to set up the Facebook conversions API

There are two ways to configure the Facebook conversions API. Which you choose will depend on the platforms you use and the level of technical assistance you’ll be able to enter within your enterprise.

Remember that it is best to already have a practical Facebook pixel before you dive in. You must also configure the Facebook business management platform, which is called Facebook Business Manager. When you haven’t finished so yet, follow our step-by-step guild.

Partner integration setup for Facebook conversions API

The easiest way is to use a partner integration. Using this method, you don’t have to know any code, and you could complete implementation yourself, without a developer.

This feature is accessible if your website is hosted on considered one of Facebook’s partner platforms, like WordPress. You can also use it with partner-customer data platforms, trading platforms, ads technology, tag managers, or system integrators.

Not sure if you use a partner platform? You can find a full, up-to-date checklist on the Facebook for Business site.

Here is the best way to implement the conversions API via partner integration.

1. In Events Manager, select your pixel from the Information Sources tab and click Settings in the top menu.

data sources settings in setting API

Source: Occasions Supervisor

2. Scroll all the way down to the Conversions API section and click Select a Partner underneath Set up via a partner integration.

choose a Partner via a partner integration to install Facebook conversion API

Source: Occasions Supervisor

3. Choose your provider from the pop-up gallery. This will take you into the specific setup instructions for your partner integration.

Guide implementation through Occasions Supervisor

If you don’t have access to partner integration, or you just prefer to set up the conversions API manually, you can use Occasions Supervisor to create customized instructions for your developers.

This method provides you with slightly more control over the conversions API setup. This includes the ability to track events and parameters that the pixel itself cannot monitor.

However, you must access the server’s codebase and get help from the developer to complete this method.

You can get the process started yourself in Occasions Supervisor, to specify what you wish to monitor using the conversions API. You’ll then transfer to your developer to implement the setup on your server.

  1. In Occasions Supervisor, select the pixel you want to use to set up the conversions API.
  2. Click Add Occasions and select Utilizing the Conversions API.
  3. Click Set up code manually, read the overview, and click Proceed.
  4. Choose the events you want to monitor. When you’re unsure, check out Facebook’s event recommendations in the dropdown menu. When you’re finished, click Proceed.
  5. Select the parameters for each event and click Proceed.
  6. Click Affirm Setup, then Ship Directions.
  7. Enter your developer’s email handle and click Ship. It’s a good idea to verify the field that says Ship me a replica of this email so you could have a duplicate for your information.

From here, the ball is in your developer’s courtroom. They will complete the setup based mostly on the events and parameters you specified using the instructions you created in the last step.

If your developer needs more information, they will use Facebook’s detailed conversions API resources on the Facebook for Developers site.

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