Since 2020, Apple has implemented an update that allows users to choose whether apps can track them across the internet. As a result, it was expected that the Meta pixel would be less effective and therefore able to measure less. The consequences of this are that Meta models conversions in the Business Manager, which simply means that Meta has less visibility into the behavior of different devices. Therefore, Meta is pushing for the implementation of the Conversion API, although not all advertisers have implemented it yet. This affects performance. In this blog, we will delve deeper into the Conversion API and how it can help advertisers achieve better results on the platform.
The Conversion API is an alternative method for tracking conversions on Meta platforms such as Instagram and Facebook, alongside the familiar Meta pixel. While the pixel operates based on browser cookies, the Conversion API utilizes server-to-server communication and tagging. This means that conversion data is sent directly from the advertiser's server to Meta, without involving the browser. This approach offers several advantages, including improved reliability, accuracy, and privacy protection.
One of the key benefits of the Conversion API is the improved reliability of tracking conversions. Unlike the pixel, which relies on cookies, faces development constraints such as iOS 14.5, and is affected by browser settings, the Conversion API is less susceptible to these factors. As a result, conversions are measured and reported more accurately, providing advertisers with better insights into the effectiveness of their ad campaigns. Additionally, this gives Meta better visibility to optimize your campaigns using its robust algorithm, allowing Meta to reach the most effective audience.
Another benefit of the Conversion API is the ability to collect valuable data that is not available through the pixel. With the API, advertisers can send data about specific actions or events occurring on their servers, such as purchases, leads, or subscriptions. This enables advertisers to conduct more in-depth analyses and gain deeper insights into the behavior and preferences of their audience. It means that advertisers can send additional information to Meta, such as offline store purchases, returns, or expected customer value. As a result, the Meta algorithm is enriched with more data, leading to improved performance. Additionally, it enables retailers to run omnichannel performance campaigns via Meta.
Furthermore, the Conversion API also provides enhanced privacy protection. Since the data is sent directly from the server, there is less risk of data breaches or unauthorized access to user information. This contributes to better data security and helps advertisers comply with increasingly stringent privacy rules and regulations. Of course, it is still important for advertisers to determine which data they share with Meta. Recently, Meta received a fine for transferring European data to the EU (link). So always consider which data is being shared and always think about the end user.
Implementing the Conversion API requires relatively high technical expertise and integration with the advertiser's server. However, it's worth investing in this tagging method, considering the benefits it brings, including improved performance. By using the Conversion API, advertisers can gather more reliable conversion data, conduct more in-depth analyses, and set up more effective advertising campaigns.
In conclusion, Meta's Conversion API offers advertisers a valuable alternative for tracking conversions on Facebook. With improved reliability, accuracy, and privacy protection, this tool enables advertisers to achieve better results and set up effective advertising campaigns. Implementing the Conversion API may require a relatively time-intensive effort, but it is crucial for enhancing performance within Meta.
Mocht je meer informatie willen over Server Side Tagging en hoe dit geïmplementeerd kan worden, neem dan contact op met ons.
