The concerns of data protection and privacy regulations have made advertisers rethink the future when it comes to digital marketing. The rise of new laws, such as GDPR and the California Consumer Privacy Act (CCPA), have helped put consumer privacy on the forefront when it comes to tracking online behaviour and actions.
Apple: iOS14 Gives Back the Right for Users on Their Data Privacy
Apple has announced the changes on iOS14 which will affect how Facebook receives and processes conversion events from tools such as the Facebook Pixel. Apple began to require apps in the App Store that engage in what Apple defines as “tracking” to show a prompt to iOS 14 users, in accordance with its App Tracking Transparency framework.
Apple’s policy will prohibit certain data collection and sharing unless people opt in to tracking on iOS 14 devices via the prompt.
As we start seeing more of these regulations and law take place, it’s becoming very likely that the kind of visibility and tracking we’re currently used to will no longer be available within the next few years.
What would advertising look like then? Facebook has been searching for new ways to help advertisers track performance online while also respecting and protecting their privacy.
Introducing Facebook Conversion API
Conversions API/ Server-to-Server is a new tracking method to allow businesses to send data and events (key web and offline events) or customer actions, directly from your server to Facebook’s. Conversions API works with Facebook Pixel to improve the overall performance and measurement of all Facebook Ads Campaigns.
For example, online and offline retailers can now optimise and measure all the purchases with one conversion action. Previously, offline conversions feeds would be needed for this type of measurement and granularity.
How does Conversions API help businesses understand their customers?
Intro to reliable data connections
Understanding your consumers through their online experience is necessary for personalising your ads at scale. The data exchanged (web events) as a result of these interactions will assist businesses in creating ad contents that are more relevant to their customers. Businesses are able to expand cost-effectively at scale by leveraging web events on platforms like Facebook.
Better Conversion Tracking for eCommerce Stores
For eCommerce Business, accurate data tracking and analysis is necessary to find out the right audience or customers through Facebook Marketing. Conversions API Integration allows sharing of data directly from the online store with Ads Manager. By using partner integration, it doesn’t require any editing to the website’s code, quick and easy.
Partner Integration on WooCommerce
You can update your Facebook for WooCommerce plugin to share the data directly from your online store with Ads Manager and get access to WooCommerce features.
Installing the extension to WooCommerce:
- Log in to WordPress , go to WooCommerce > Extensions page or Plugins > Add New.
- Search for “Facebook for WooCommerce“.
- Find the Facebook for WooCommerce extension and click Install Now.
- After installing, click Activate.
Once the extension is installed and activated, you can Connect to Facebook by following the steps below:
- Go to WooCommerce > Facebook and click ‘Get Started’.
- You will be prompted to log into Facebook if you are not already logged in. From there, you will see the benefits of connecting.
- Select the assets (i.e. Business Manager, Catalog, Facebook Page, and Facebook Pixel) that you want to connect to WooCommerce.
- Next, choose which businesses to connect to the WooCommerce app and manage the permissions available.
- Click Done to complete onboarding.
*Retrieved from Facebook for Business: Conversions API WooCommerce.
Partner Integration on Shopify
Just a few clicks through Shopify help you improve data quality by sharing data from the online store directly with the Ads Manager account.
How to setup partner integration on Shopify
- Navigate the admin panel on the Shopify account
- Select Facebook Sales Channel. Visit your Settings and select Data sharing settings.
- You will see three options for tracking level: Standard, Enhanced and Maximum.
– Standard: Pixel Only
– Enhanced: Pixel and Advanced Matching
– Maximum: Pixel, Advanced Matching and Conversions API
*The Maximum level combines the power of Pixel and Conversions API.
- Choose the Maximum level to turn on Conversions API for purchase events* on the website.
*Shopify is currently only able to share ‘purchase’ events with Facebook through Conversions API. Additional events will be added in 2021.
*For more details, visit the page Facebook for Business: Conversions API Shopify.
Running Campaigns with a New Tracking Way
Similar to the Facebook Pixel, Conversions API is a new method to allow advertisers to collect and share the customer data so that they are able to better understand campaigns and run more effective ads. Consider Conversions API events similar to Facebook Pixel to set standard and custom pixel events on Ads Manager.
How do NEW Conversions API events work?
- Used for ad optimisations as pixel events, such as conversion optimisation and value optimisation
- Show up on all same surfaces such as Ads Manager, Events Manager and off-Facebook activity
- Obey all the same restrictions as Facebook Pixel.
* Requiring to accept the Facebook Business Tools Terms, respect online behavioural advertising (OBA) opt-out and appear in the off-Facebook activity.
The difference between Facebook Pixel and Conversions API
|Facebook Pixel||Conversions API|
|Relies on third-party cookies from web browsers||Collects and shares data directly from own servers|
|–||More control over the data share and offers greater visibility into the full customer journey|
Impact on Better Performance on Ads
It’s important to keep track of events on your website. Customers experience with your business on a website, such as clicking, swiping, shopping, and streaming – all create intent signals. You need to make sure all signals are always visible and workable in your Ads Manager. You can create a better customer experience by showing people ads that they care about most and are customised solutions for them.
You can use the Conversion API for any site and post-conversion events that can help you target, optimise and measure your Facebook campaigns. Facebook also recommends users to use Conversions API to send the same conversion events that would go through Facebook Pixel, such as “purchase” or “subscribe”, as well as any additional post-conversion events that are not tracked with Facebook pixel, such as “new customer purchase”, “qualified leads” or “subscribed for X months”.
With better tracking, your ads campaigns will be able to reach the right customers especially when it comes to remarketing your existing customer with new or supplementary products.
The Bottom Line
As a way to stay ahead of the curve, I would recommend that advertisers jump on the Conversion API early and start exploring and experimenting with the new way of tracking user behaviour online. Given the uncertainty around the future of web browser tracking, it’s probably best to try it out now before it may become the new norm.
For further studies about Conversion API, visit this page.
If you found my article valuable, do share it out with your friends. And if you find it difficult for you or your team to work on the Conversions API, Try our Digital Marketing Services. Let our experts help you run a highly personalized and effective marketing campaign that delivers results.
All the information will update the latest on 15 March 2021. Information may be different from the date of publication and we do not guarantee the accuracy of the information shared about Facebook for Business. You are encouraged to study more at Facebook Business Center.