How Conversions API will get you nearer to your prospects

Introduction to reliable data connections

To personalize your advertising on a large scale, you need to understand your customers through the interactions they have with you online. The data exchanged through these interactions (web events) can help companies create advertisements that feel relevant to their customers. By using web events on platforms like Facebook, companies can grow inexpensively.

Let first party data guide you

The Conversions API is a tool that advertisers can use data to target, optimize and measure their Facebook campaigns. As the Pixel becomes less effective due to changes in browsers and mobile platforms, the integration of the Conversions API creates a more reliable data connection by sending web events to Facebook directly from servers rather than browsers.

The Conversions API provides additional control over what data is shared and empowers the way you share data with Facebook. It’s less prone to issues like browser crashes or connectivity issues. That means you may get more insight into your target audience and certain events that pixels may not capture.

Prioritization of strategic partnerships

By integrating the Conversions API, you can share data with Ads Manager directly from your online storefront. Using an affiliate integration is quick, easy, and doesn’t require editing your website code. To get started, we recommend checking out the WooCommerce and Shopify integrations.


Familiarize yourself with these browser changes by updating your Facebook for WooCommerce plugin so that you can share data with Ads Manager and access the WooCommerce features directly from your online shop. Just implement the Conversions API by simply updating the Facebook for WooCommerce plugin.


By integrating the Conversions API with Shopify, you can improve data quality by sharing data from your online storefront directly with your Ads Manager account. Easily implement the Conversions API with just a few clicks from Shopify.

Run campaigns with Conversions API and pixels

Similar to the Facebook Pixel, the Conversions API lets you collect and share customer data to better understand campaign performance and serve more effective ads. Think of Conversions API events as standard and custom pixel events. Example: Conversions API Events:

  • are used for the same display optimizations as pixel events, such as: B. for conversion optimization and value optimization
  • are displayed on the same surfaces as pixel events, e.g. B. Ad managers, event managers, and activities outside of Facebook
  • Follow all restrictions as with the Pixel. You must accept the Facebook Business Tools terms, respect the opt-out of online behavioral advertising (OBA), and appear in activities outside of Facebook

The Conversions API collects and shares data directly from your own servers, while the Facebook Pixel relies on third-party cookies from web browsers, which may be less reliable. The Conversions API gives you more control over the data you share and provides better insight into the entire customer journey. When the Conversions API is used in conjunction with Facebook Pixels, you get better insights into real customer interactions, not just web events.

Performance impact

Keeping track of events on your website is important. The interactions customers have with your business – such as typing, swiping, shopping, and streaming – generate signals of intent. By making sure these signals are always visible in your ad manager, you can get a better customer experience by showing ads that really matter to them.

Use the Conversions API for all web and post conversion events that may affect the targeting, optimization and / or measurement of your Facebook campaign. We recommend using the Conversions API to send the same conversion events that you would send through Facebook pixels, e.g. B. “Buy” or “Subscribe”, as well as additional events after the conversion that are not recorded with Facebook pixels, e.g. For example, New Customer Purchase, Qualified Leads, or Subscribed for X Months. For subscription advertisers, we also recommend sending the RecurringSubscriptionPayment and CancelSubscription events for measurement and targeting (optimization is not yet supported ).

Connect your data to unlock audience insights and improve ROI

Measure the effectiveness of the Conversions API by using the same measurement strategies as your current direct response performance, such as: B. CPA or Return on Ad Spend (ROAS). By implementing the Conversions API, you can send Facebook events with lower funnel and optimize them for conversions. Learn how HoneyBook reduced its cost of acquisition by 50% using the Conversions API and how Love Your Melon saw its assigned revenue increase by 17% after integration.

This tool is also designed for personal privacy choices. For example, if a customer uses the Off-Facebook Activity Tool, their choices will extend to data sent through the Conversions API. We recommend that you implement both the Conversions API and the Facebook Pixel so that you can collect the data you need to deliver personalized experiences to your customers and grow your business online. For full details on signals, see Facebook’s Guide to Balancing Privacy and Performance. PDF instructions for integrating WooCommerce and Shopify are also available. For selected advertisers, you may be eligible to receive expert advertising advice.

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