The Facebook Conversion API terms have been popular in the past year. Every marketer understands it is important, but most misunderstand the reason why.
In this post, I am going to clarify it in short and simple words with the answer:
- Why is it important?
- What is the conversion API?
- How to implement it?
Why the Conversion API?
The digital advertisement world completely depends on data, Most often, this comes from browsers. This can be a major problem for users with connectivity issues.
Nearly every other major advertising platform has been equally affected by privacy changes like IOS 14, GDPR, CCPA, and Google’s ‘privacy-first web and most are introducing their own flavour of conversion APIs – Google Enhanced Conversions, Snapchat Conversions API, and TikTok Events.
Basically, cookie-based advertising is no longer a cornerstone. All the ad-tech giants are moving, and Twitter and Amazon are expected to release their own conversion APIs this year.
Facebook Conversion API: What is it?
The Facebook conversion API (also known as the server-side API) is similar to the Facebook pixel, but it is more powerful because all of the data is shared server-side and handled directly by you.
The conversion tracking method is more reliable as it captures data not only from web interactions but also from offline conversions, events, and any point along the customer journey.
As it is not hampered by network difficulties such as ad blockers or tracking limits enforced across web browsers, server-side conversion is considered much more reliable than a Facebook pixel?
Facebook Pixel VS Facebook Conversation API
But the question is, will the Facebook conversion API replace the Facebook Pixel? The answer is “no.” Having Pixel installed is one of the criteria for integrating the conversion API, the other two are having a Business Manager account and an Access ID.
The basic difference between Facebook pixel and the Facebook Conversion API is the method of sending data. With Pixel, Facebook directly collects the data while the conversion API uses its own data and then sends it to Facebook.
Facebook encourages you to use their Facebook Conversion API in parallel with your FB pixel so that both streams of data are available in your Facebook business manager.
How to set up the Facebook conversion API?
Set up for every business is different depending on their tech stack. Facebook provide you with 11 options, can choose the best fit for your business. If your business runs on WordPress, Shopify, woo-commerce etc then it would be easy for you.
If you need to set up the custom-built system, the setup process is not easy, but you can do it without a tech hand. So let’s start
From Event Manager, select Pixel, go to the settings tab and click on “Choose a Partner” under Facebook Conversion API.
Select Conversions API Gateway.
Next, you will have the screen look like this
As it is clear from the above screenshot first enter your website URL (With www and without www)
The next step is to create a subdomain that will function as the server’s web address.
This page does not yet exist. We’ll talk about it later. It may be like xyz.mydomain.com, for example.
Now you have to choose the deployment method:
I am not sure about the invitation code, so if you have one, enter that. Otherwise, continue with the second option “Select your hosting region.”
Select the closest region near to you
And Click on begin deployment
AWS Configuration and DNS Set-Up
I assume you already have already AWS account. If not, set it up. It will take up to five minutes or so. It is not going to cost you very much for most of the business. You should be fine with the t3.large instance type.
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Once you complete the AWS configuration, the next step will be to set up your DNS. The DNS set-up process will depend upon your provider.
You have to create A record in your DNS and add the subdomain you’ve defined as your Conversions API Gateway Endpoint.
Once DNS set up has been done, you have back to “Event manager” and click “Next”
If the DNS was set up correctly, you’ll see that on the next screen. Otherwise, wait, if necessary then check DNS configuration.
To finish your setup, click the green “Go to console” button.
Open the Conversions API Gateway Admin UI Site
Facebook will redirect you to the subdomain, you have created a previously created sub-domain (it may have been something like xxyy.mydomain.com).
If provisioning is complete, you should see something similar to this.
Initially, it won’t have any data, you have to wait for hours! You are almost done now go to Facebook event manager reporting!
Make sure the Connection is Browser • Server instead of Browser only
You’re fine to go if that information is coming in!