Why implementing Facebook Conversions API (CAPI) is so crucial for advertisers

If you are advertising on Facebook – and care about success – you really should know about Facebook Conversions API.

Imagine you’re an engineer working for an F1 team. Your job is to find ways to incrementally improve engine performance. To do that you’d want access to as many data points on engine performance as possible.

Trying to improve your Facebook ads without the Conversions API is like trying to improve the performance of an F1 car with only patchy data on what the engine is doing.

In short: Conversions API gives you full visibility into your ad performance and allows you to track customer behaviour throughout your sales ecosystem.

Let’s take a closer look. And no more F1 analogies. Promise.

Before we start…

Full disclosure: implementing coherent tracking for your Facebook ads is difficult without developer input. 

At Adbetter, setting up Facebook Conversions API is all part of the service – a service that is generating huge revenue for our clients from pay per click advertising.

Get in touch and ask how we could bring a steady, scalable stream of leads to your business. We may even offer to cover your ad spend.

“Adbetter handled everything from creative strategy to a full funnel media buying plan across Facebook & Google Ads. They were able to design & build a full digital marketing campaign including all ads, copy & landing pages that has been delivering a consistent stream of new customers at a significantly cheaper cost than in previous testing.”

Aqib Hassan, CCO, CPIC | Gwadar Click

iOS 14 and the crumbling of the cookie

To understand the importance of Facebook Conversions API (CAPI), we have to flash back to the launch of Apple’s iOS 14 back in 2020, which included a new app tracking transparency framework.

The changes dramatically affected the way Facebook advertisers could target audiences and track campaign performance. And it made Facebook pretty furious. 

In short: since iOS 14, it’s been very difficult for Facebook advertisers to see how iOS users are engaging with their business using Pixel alone. For example, if someone clicked one of your ads on Facebook and converted on your website, you might not be able to see this in your reporting.

So Facebook developed a workaround.

Introducing Facebook Conversions API (CAPI)

To circumvent the emergent iOS problems, Facebook moved from traditional browser-based tracking to server-to-server based tracking. Used together with pixel tracking it restores visibility into iOS user behaviours. And has some further benefits too.

For example, with CAPI you can capture data even when a user has an ad blocker or is suffering from a patchy internet connection. You can even integrate offline event data – such as in-person visits or telephone sales – directly into your Facebook data.

That means you get a really holistic view of customer behaviour. Better tracking means it’s easier to optimise the performance of your ads. And makes it easier to target audiences and segment campaigns more effectively. For more personalised campaigns and – ultimately – better conversion rates.

Facebook CAPI implementation

There are certain prerequisites for setting up CAPI. You will need:

• Meta Business Manager
• Meta Pixel installed on your website

Beyond this, it’s likely you will need the assistance of a server-side developer. Alternatively, ask us to get you set up.

What’s the difference between Meta Pixel and Conversions API?

In short: the Pixel is a browser-side tool, while CAPI is a server-side tool. Think less in terms of using one or the other. And more in terms of CAPI augmenting the work that Pixel does – and restoring tracking visibility into the behaviours of iOS users.

The tools work together to cover one another’s blind spots. And thanks to a clever deduplication function, there’s no doubling up of data if both tools record the same event.

Facebook actively encourages the use of CAPI. And their data shows that advertisers that set up the Conversions API with Pixel have experienced on average a 13% cost per result improvement.

How much does CAPI cost?

There’s no inherent cost to Conversions API. But you may need to pay a server-side developer to get you set up correctly. Or become an Adbetter customer and we’ll get your tracking set up as part of our service.

(Here’s some case studies that show why you really should consider becoming an Adbetter customer. Especially if you like things like leads and revenue.)

The dangers of not having it

An alternative way to illustrate the fundamental importance of Conversions API is to show what you miss out on by not having it.

• Visibility into how iOS users are interacting with your ads and website
• The ability to use Facebook to retarget people iOS users who have engaged with your ads
• The ability to refine your lookalike audiences based on iOS user behaviour
• The opportunity to gain holistic insight into the behaviour of your prospects and customers
• The chance to create personalised omnichannel marketing campaigns that can enhance conversion

So, CAPI is pretty important then. And yet many businesses don’t have this set up. That means you can derive two huge advantages by putting the hard yards in here.

Firstly, you get the benefits of having deep visibility into your audience. And secondly you can steal a march on your competitors.

The Adbetter difference…

Setting up CAPI is all part of the Adbetter service. As a paid media agency that specialises (and succeeds) in driving game-changing revenue for clients, we are as obsessive about performance tracking as you’d hope.

Get in touch for a free proposal and we will outline what you can expect within three months of working with us.

>> Adbetter: officially an award-winning PPC agency

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