You want your Optimize data tracking and are fed up with more and more Data lost due to adblockers or opt-outs for data tracking Any company that is already involved in the Facebook-Pixel knows this problem. But how can it be solved? It’s very simple! Start using the Facebook Conversion API today! This bypasses browser crashes and ad blockers and thus guarantees a Holistic data analysis of your customers. The Conversion API is becoming more and more important and is the future of holistic Facebook tracking for your marketing, as you no longer have to rely solely on the pixel. So what are you waiting for?
In this blog post, we will explain what exactly the Conversion API is and what advantages it brings. We will also show you your options on how to use the Integrate Conversion API can be done by means of a Step-by-step instructions.
What is the Conversion API?
The Conversion API is a Facebook Business Tool that is used for data tracking and analyzing user behavior. It is also known as CAPI and stands for Conversion Application Programming Interface. In other words, an interface through which an operating system can make certain things available to other programs. An important factor is that this is a server-side implemented API This means that tracking no longer takes place in the browser, but rather from the web server of the respective website. This makes it possible to immediately share and record important web and offline events as well as customer actions from your server with that of Facebook.
The tool allows you to control exactly which values are shared and when these values are shared. However, this is only possible if the implementation is independent of the pixel. In addition, the simultaneous use of the pixel can contribute to the accuracy of the information. With the Conversion API, you also benefit from the additional option of measuring customer actions precisely. This means that, for example, delayed values, user values or lead values can be shared and used with other Facebook Business Tools. This enables a better insight into the individual steps your customer goes through.
What are the benefits of the Conversion API?
A big advantage of the Conversion API is the Greater protection of user privacy. You can freely choose which values are transferred and which are not. This transfer no longer takes place via the browser.
In addition, the Facebook Conversion API can now map the entire user experienceSo everything can be tracked, from site visits to off-site events. This means that the customer journey can also be tracked outside of your own website.
In addition, the Browser-based tracking systemslike that Facebook-Pixelvery highly susceptible to data loss and thus prevent a holistic and seamless analysis. This is because these cookies can be deactivated by ad blockers and browser crashes endanger the data flow. Thus, the Conversion API is currently the most accurate and reliable methodwhich circumvents this problem, as shown in the following figure.
How to implement the Conversion API?
If you want to set up CAPI, you must have a Facebook Business Manager account and have a pixel connected to it on your website. If you already have a Facebook pixel on your website, you should already have everything. The following will refer to the exact steps to implement the Conversion API and what you need to take into account.
Implementation options
For the actual implementation, there are essentially three optionshow to set up the tool. There are so-called Plug-insthen over the Google-Tag-Manager or you take the Programming in your own hands.
The first option is to use the Plug-ins. These will via various providers, such as Shopify or WordPresswhere you can use the Facebook Conversion API and it is the easiest and fastest option, which is often preferred over the others.
If the option of a plug-in does not exist, for example, the Google-Tag-Manager A day can be set up there on which the relevant values are collected and sent.
The last alternative is the Self-programmingwhich requires some time and effort. In theory, you can implement the Conversion API yourself if you have the necessary knowledge. However, it is highly likely that the solution will not be as efficient as the professional solutions from Facebook or Google.
Setting up the Conversion API using the shop system: step-by-step instructions
The shop systems such as WordPress, Shopify, Shopware and JTL Shops all have a plug-in that allows the Conversion API to be integrated immediately.
In order to use a partner platform to set up the Conversion API, it must be added via the Facebook Event Manager. Below we provide a Step-by-step instructions Here you will find out how you can insert the API via your desired partner.
Step 1: Go your Facebook Event Manager.
Step 2: Go to the “Data Sources” tab.
Step 3: Select “Settings”.
Step 4: Scroll down and click on “Select Partner”.
Step 5: Select your partner and follow the setup instructions.
WordPress
The plug-in “Facebook for WordPress“ comes from Facebook and allows you to set up your Conversion API quickly and easily.
Step 1:
Check the box next to “Conversion API”. The “Extended comparison” of pixel data should not be used in Germany for compliance reasons.
Step 2:
Create an individual key for the Conversion API using the “Create access key” option. Important: Save the API key! Facebook doesn’t do this automatically, so you should save it in a safe place, like a separate document.
Step 3:
Now download the Facebook API WordPress plugin by clicking on “Download”. This will give you a ZIP file containing the plugin.
Step 4:
In the WordPress admin interface you must now go to “Plugins“, then “Install”, “Upload plugin“ install the Facebook plugin.
Step 5:
When the installation is complete, click “Activate plugin“. It is usually available to you under “Plugins“ an update is offered. Click on “Update now“.
Step 6:
Now you have to log in with your Facebook account. Then click under “Plugins” at “Facebook for WordPress“ on Settings so that the setup can be started. Important: Log in with the user account you use to use the Business Manager. Using the Business Manager, you must select the advertising account and the Facebook pixel that should be used for the Conversion API. The VConnection to Facebook is now established.
Shopify
Shopify also shares the collected values directly with your Ads Manager and thus enables significantly optimized data quality. The implementation of the Conversion API can also be done using the Shopify system in just a few clicks.
Step 1:
Go to your Shopify account in the administration area and select the Facebook sales channel. Then open the “Settings” and “Data sharing settings” choose.
Step 2:
Next, you can choose between three different tracking levels. “Standard”, “Advancedor Maximum. Standard is just the use of the pixel. Enhanced is the pixel with enhanced matching. And Maximum is the combined performance of the pixel with the Conversion API.
Step 3:
Select the “Maximum” level. Now, using the Conversion API, events such as “View Content”, “Search”, “In the shopping trolley”, “Start Checkout”, “Add Payment Information” and “Buy” are recorded on your website. It is also important that you uncheck Customer Privacy under “Configuration” as you can see in the following image.
Setting up the Conversion API using Google Tag Manager
In addition to setting it up using shop systems, there is also the option of setting up the Conversion API using the server-side Google Tag Manager. This allows you to move data collection from your website to a server container in your Google Cloud account. Data collection must then be configured using the Google Analytics 4 (GA4) web tag.
The process of setting up the Conversion API begins with creating a new serverseitigen Tag Manager-Container Once created, you need to deploy this container to a Google Cloud Platform server. This server initially has a default configuration, which you can customize to your liking. Now you can receive data and take advantage of the Conversion API.
Conclusion
The Conversion API brings some advantages for your marketing and the social media platform Facebook enables a easy implementationso that every advertiser has the chance to use this tool. The Server tracking will prove to be a long-term and sustainable method in the future and should therefore already be used by all advertisers.
We as Facebook Ads Agentur We are happy to support you in implementing the Conversion API and want you to get the most out of your Customer data and thus get the most out of your campaigns.
Frequently asked questions
Which partner platform should you use for your conversion API?
If you want to implement using partner integration, it is beneficial if your website is hosted by one of the partners. You should then use them to set up the API. A list of all partners can be found on the Facebook for Business website.
What data can the Conversion API collect?
Three types of values can be tracked. Firstly, web conversions, such as sales or registrations. Then there are post-conversion events and secondly, page visits. This gives you much better insight into the actions of your salespeople, as CRM data and qualified leads can be included.
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