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Why Do Advertisers Need Facebook Conversion API?

· 4 min read
Elton Wang

You may have heard of Conversion API a hundred times. It's never entirely clear why you need it, despite the fact that they always claim you do.

Is Conversion API the useful solution for iOS 14? Does it have the capacity to boost cost efficiency and ad performance? Or does it only facilitate more accurate reporting?

Continue reading to discover conclusive solutions~

How the IOS 14 updates affect your business?​

Let's go straight on what is essential. IOS users will get a message asking them to choose whether they want to enable Facebook to monitor them across websites through the IOS 14+ App Tracking Transparency.

It appears to be like this:

The difficulty starts when people begin to click "ask app not to track."

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How?

Check all the things that the opt-out decision will harm the following:

1)Attribution/Reporting:​

Since the Pixel is immediately disabled for users who opt out, fewer conversions will appear in your Ads Manager.

Have you ever sat in front of your Ad Manager for three days hoping for a conversion that should be shown? This is due to the fact that the data were never recorded and sent.

Since IOS 14+ users will continue to opt out, this hits advertisers the most. This is why Conversion API came for, it can help in this situation (but more on this later).

2)Optimization:​

Your campaigns will be optimized based on a set of conversion events with data loss, which means they won't be as effective as they once were.

Imagine that you can only provide Facebook with 50% of your actual sales information while asking it to show your advertising to people who are most likely to make a purchase, feeling like flying with eyes blind...

3)Targeting:​

People who have already declined the track will not be included in your custom audience because Facebook is unable to directly re-target them.

Facebook has never made it clear whether or not the same users will be retargeted if they use a different device to access the internet. Even so, the targeting restriction is already unacceptably bad.

Aside from IOS 14+, the following are a few benefits of using Conversion API​

>> Back up your pixels​

Let Facebook catch a complete impression of your campaign. So Facebook won't accidentally favor one ad set over another just because of the lost data.

>> Better reporting​

When choosing which ad to invest money in, precise attribution is crucial. Your AM report will undoubtedly appear more hopeful because CAPI catches everything, regardless of browser cash or IOS+.

>> Wider custom audience​

it's simple, between a set of custom audiences that lost 50% due to browser issues, you would want a complete set instead. Conversion API will help you get a complete set of custom audiences, no more data loss due to the browser cash.

>> Optimize your ads efficiently​

Deliver your ad feeds to more targeted audiences based on a complete set of tracking events.

Combine Facebook Pixel and Conversion API (CAPI) to save your Ad Tracking​

Let's just remind ourselves that the browser Facebook pixel is blocked occasionally, even before the IOS 14 update. We called it browser crash, ad blockers, connection, loading issues.

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Technically, you can solve this issue by using Conversion API to create a direct connection from your website’s server to the Facebook server. And you can easily combine the CAPI and Fb pixels via our this useful Shopify app - OmniTrack Facebook Pixels for Shopify, a complete Facebook & Google Marketing Toolkit For Shopify Store Owners, it can help you do these:

①Connect your Facebook & Google pixels with your shopify store in minutes with no code.

②Protect your optimization data via backup pixels with event data that mirrors your primary pixel.

③Send server-side events alongside browser events without empty or duplicated events.

④Create refined and multiple audiences based on niche and collection data.

⑤Auto sync up of Catalog and variation data on timely basis.

⑥Get more conversions from intelligent re-marketing campaigns based on pro and super event settings.

For Facebook advertisers, the struggle never seems to end. But take charge of what you can and we RTO.AI, as a professional pixel tracker app developing company, will try our best to provide you with the most useful and trustworthy solutions.