Facebook Conversion API

What is Facebook CAPI?

The Facebook Conversions API is a means of sending event information directly from an advertiser’s server to the Facebook servers. Currently event signals are sent via pixels served through a browser. The Conversions API gives advertisers the ability to supplement these browser signals as they weaken, and also to send new signals through to Facebook.

Why is Facebook Conversion API Needed Now?

Tracking Pixels and 3rd Party Cookies are at Risk Browsers are moving away from 3rd party cookies and regulations such as GDPR and CCPA are following suite. Tracking return customers and impact of marketing spend will become increasingly difficult in a cookieless world, directly impacting marketing budgets and company bottom lines.

Impact on Marketing

Platforms that leverage client-side cookies, sometimes called ”pixels”, will show massive increases to NEW traffic because previous session info will get erased. Web cookies are small pieces of information sent from websites to end user’s computers while browsing. Traditionally, these data points have been used to store information on session activity and record browsing history.

Today, the most common use cases of cookies are:

Collecting detailed information on user behavior on social media, search engines, and their favorite websites in order advertise specific products and services.

Understand behavior of web and mobile users using web analytics

Storing stateful data, including authenticated states, saved shopping cart info, and user preferences, to enhance customer experiences.

Our Approach

ID and Signals Management.

Mitigate risks associated with changes in the signals landscape with our team that has helped other organizations navigate changing times and laws

Data Quality and Integrity

Ensure your data holds true across the entire customer journey. Personalization for the right audiences and not random messaging for anyone

Reduce Costs

Data from the Conversions API is less impacted than the Pixel by browser loading errors, connectivity issues and ad blockers. When you use the Conversions API alongside the Pixel, it creates a more reliable connection that helps the delivery system decrease your cost per action

Marketing Strategy

Seamless Integration

Our Clients

Let's Discuss Your Needs

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