Digital advertising is considered by many to be the bread and butter of most businesses looking to engage their potential customers. Cookies were the primary tool, which many businesses used to keep track of visitors and used their personal information to target specific people. Over the last five years, public sentiment has dramatically shifted and people are demanding more privacy. With this change along with the rise of adblockers, many businesses are moving away from cookies and are choosing to embrace Facebook Conversion Application Programming Interface (API) in an effort to evolve and respect users’ privacy. More and more businesses are moving away from Facebook Pixel and transitioning to Facebook Conversion API. Is this the right move for your business and does it live up to the hype? Find out below as we highlight five benefits of Facebook Conversion API.
What is Facebook Conversion API?
Facebook Conversion API is a native Facebook tool that allows advertisers to share key web and offline events and customer actions from your server directly to Facebook’s server. This tool was formally known as the Facebook Server-Side API. Every visitor who clicks on a Facebook ad is assigned a unique ID to the server, which allows the platform to track the user’s behavior. The server sends this valuable data back to Facebook Conversion API, where information such as purchases, links clicked, items added to cart, and more can be analyzed. You no longer have to worry about Facebook Pixel being blocked by connection problems, browser restrictions, a VPN, or loading errors. Instead, you’ll gain a more complete view of your data, be able to make more intelligent decisions for your business, and create more personalized ads for consumers.
Track Events
A huge beneficial feature of Facebook Conversion API is the ability to track events. This allows advertisers to track the buyer’s journey from the first click all the way to the purchasing event. It’s important for data teams to be able to get a good look at these events to see what’s working and what isn’t working. Businesses can shift gears, save money, and better allocate their resources to the aspect of their business that is working well.
Data Control
Another appealing feature that comes with Facebook Conversion API is data control. Certain platforms and services such as Facebook Pixel only give you a limited amount of data control and accessibility. You and your team can control when you want to share your data and what data is meant to be shared. Plus, you can share your data events in real-time.
Better Campaigns
Another solid feature that Facebook Conversion API touts is the ability to create better advertising campaigns. Facebook Conversion API tracks a wide variety of data including abandoned carts, subscriptions, links clicked, and more. Advertisers are able to take this information and create more targeted email campaigns. You can also craft a more personal touch through these insights and make your ads more personalized for your potential customers. You can optimize your budget towards ads that are more likely to convert visitors into customers and save resources for other business goals.
Data Accuracy
Another highly beneficial aspect of Facebook Conversion API is data accuracy. Every business is frequently searching for ways to combat data decay and inaccurate data. Since businesses’ data is shared directly with Facebook’s server instead of the browser, it’s more accurate on a consistent basis. If you rely on Facebook Pixel, which regularly shares data via the browser, but data can be lost due to a browser crash, an adblocker, or a loading error.
Faster Loads
One of the most convenient and attractive qualities of Facebook Conversion API is the faster page loads. Facebook Conversion API utilizes server-side tracking, which takes care of the tracking tasks and leaves the browser free. The browser doesn’t waste power or time tracking scripts and this helps website pages load much faster than usual. Another added benefit is the reduction of tracing errors usually found in browser-side tracking.
Conclusion
Cookies are becoming a thing of the past thanks to adblockers, browser restrictions, and VPNs. Businesses have had to learn how to meet customer needs in new and exciting ways, but still find ways to keep track of their data without encroaching on their privacy. Many businesses have been moving away from old platforms such as Facebook Pixel for the likes of Facebook Conversion API. Facebook Conversion API helps businesses stay in tune with their customers and the platform comes with several different benefits that are effective for businesses. Facebook Conversion API allows businesses to track events, gain better control of their data, and execute more personalized campaigns. Two other great benefits include the fast page loading times, and the high accuracy of data. These are just five key benefits that keep businesses coming back to Facebook Conversion API, and will likely help business leaders convert visitors into customers well into the future.