What’s New With The Facebook Conversion API?
So, last time we made a post on the Facebook pixel and got some questions about the IOS 14 update and Facebook Conversion API.
And we were honestly surprised that many people are worried that the new Apple update will destroy Facebook advertising and other advertising results.
We mean just check out some of these headlines.
And for the average advertiser, it can be pretty concerning to read some of those headlines.
But hold up, there is nothing to worry about.
Facebook developers know that this information is important and there are still ways that we can still track our ads and have success.
We can do this with the help of the Facebook Conversion API and other tactics.
So in this post, we want to break down the Facebook Conversion API and IOS 14 update.
This is to help you set up your ads for success and have confidence that things are going to work just fine!
But before anything else, let’s talk about, the concern then move into some solutions.
What Is The IOS14 Update Impact On Facebook Ads?
With the release of the IOS14 update from Apple, it will basically DISRUPT data collection.
And this update impacts iPhones and iPads, maybe even Apple laptops.
Right now, even today, you can use the Facebook pixel, which basically places a cookie on someone’s phone and allows us, advertisers, to see:
- what pages people are visiting,
- what products or services they are clicking on,
- if they are adding things to their cart
And this is awesome and has been a marketer’s dream for decades, so what’s the big deal?
Well for consumers, which is our audience, they feel like their privacy and their behavior is being exploited by advertisers.
And the government has been launching investigations into Apple.
So, Apple may be blocking a lot of the “powers” of the Facebook pixel.
We mean just last year, the CEO of Apple, Tim Cook, had to testify before Congress explaining their business and its intentions.
So of course, Apple is trying to tighten up their belts by making consumers feel more protected.
BUT, it’s not just Apple.
Privacy laws like the EU’s GDPR and California’s Privacy Rights act have already been limiting Facebook’s ability to track conversions.
What Are The Big Concerns With The IOS14 Update?
So we are faced with two potential problems.
1. We may not be able to see accurate data coming into our Facebook ads manager from external actions like new leads or sales.
2. We will struggle to optimize our campaigns for conversions if we don’t have reliable data.
Well right now, they are rolling out an update that limits website conversion tracking events to 8 standard conversions.
So, you can still track conversions through the Facebook pixel and with the conversions API.
And of course, we talk all the time about how important it is to track EVERY SINGLE CENT when you are spending money on any advertising.
This is especially true for Facebook and Instagram ads.
In fact, getting the right data from your audience can easily make or break your success with any kind of advertising.
And that’s why so many people are freaking out right now.
But we have a question for you: Do you think all of this is necessary to protect users? Or are people overacting?
Before you answer that, let’s move on to solutions starting with the Facebook Conversion API.
What Is Facebook Conversion API?
So the Conversion API, or what some people abbreviate as CAPI, is when you track a user based on the website SERVER as opposed to the browser.
Recall that with the Facebook pixel, we install it on the website usually with HTML code. The website code is subject to ad blockers built for web browsers.
And this may sound a little technical, but it’s really going to shed light on Facebook Conversion API as a great backup plan.
Apple has its own web browser called Safari which also hosts and has access to other web browsers like Google Chrome.
So when Apple tightens its belt to make things more private, they are likely going to use these web browsers to crawl or search through a website’s HTML code.
And if the browser updates see HTML, like a Facebook pixel or another form of tracking code, then it will likely block it from working.
And if that happens, remember that means you won’t get accurate data in your ads manager for your Facebook ad campaign.
So to summarize that point, Apple and other ad blockers have access to browsers that read code.
If the browser reads tracking codes then it will block them, thus rendering your tracking codes useless.
We should make a disclaimer here that this solely our thinking based on the research and information we have digested from the developers.
But we are sure there is much more that goes into than just what we mentioned.
Now, the Facebook Conversion API will live on the server, so it’s popular to believe that the website browsers may not detect the tracking.
So if you use the Facebook Conversion API instead of Facebook pixel then you have a safety net in case your pixel does end up being blocked.
Facebook Conversion API Does More
The Conversion API has actually been around for a while now, it’s just getting more attention now that the Facebook pixel has been challenged.
But along with tracking page views with the API, you can see more things that are happening beyond just your website.
For example, you can see if a customer returns a product and subtract that from your ROI so you get an even more accurate picture of results.
You can connect your API to other tools like Zapier which can tie into all your other business software.
It will allow you to go beyond just seeing if your ads made sales, you can see what happens after the sale is made too.
How to Setup the Facebook Conversion API
If you want to learn how you can set up the Facebook Conversion API, we’ve covered this process step-by-step in the video at the top of this post.
If this is something you want to know (we bet you do), then scroll up now to watch this walkthrough guide.
Now lastly, this update hasn’t rolled out for everyone yet.
Also, there are a lot of things that could change between now and the end of the year, so don’t panic.
But of course, follow the steps in this post to be prepared.
This setup may be different from traditional pixels, and anytime we have to learn new setups, it can be frustrating.
However, this will help you when things progressively change, whether it’s with the IOS14.5 update or new ad blockers that consumers use.
But if you really want to maximize your social media budget and get the best results possible, then work with us today.