27 Jan 2022
What is it?
The Facebook Conversion API allows you to send web events (e.g purchases, registrations, add to cart) from your server directly to Facebook.
It does not replace the data you are currently sending to Facebook via the browser pixel.
Using the browser pixel and the Facebook Conversion API together will improve data collection and performance measurement.
Why is it important?
The browser pixel will not capture data for all your users. Using the browser pixel and Facebook Conversion API together will improve data collection.
For example if a user consents to marketing cookies, but has ad blocking software on their browser, then:
- The browser pixel is blocked, and no data is sent from the browser to Facebook.
- The Facebook Conversion API will capture data, and data is sent from your server to Facebook.
The improved data collection will help Facebook’s optimisation algorithms be more effective, allowing you to drive additional efficiencies in your campaigns.
The Facebook Conversion API provides greater control over what data you share with Facebook.
The Facebook Conversion API can also capture offline conversion activities and send these from your server to Facebook.
What to do next?
Your web analytics specialists will need to reconfigure your Google Analytics 4 tags, and install Facebook Conversion API tracking within your server-side Google Tag Manager container.
The new server-side solution will need to be tested thoroughly. With data now being sent to Facebook via both the browser and the server, it is critical the configuration allows for the correct de-duplication of event data to preserve data integrity.
Speak to us if you need help configuring the Facebook Conversion API.