The world of digital marketing is evolving rapidly. Although internet users have always been concerned about their privacy online click here, collecting data has become a bigger worry over time. Apple’s latest iOS 14 update includes new features that provide iPhone users greater control over the information they give to advertisers and apps.
Naturally, the changes will significantly impact the advertising that social media platforms use. Marketers utilize user data to determine the performance of their advertisements, and Apple’s collection changes will limit the amount of data they can collect.
This applies to social media platforms such as Facebook However, don’t be stressed.
As a response to the Apple iOS 14 update, Facebook has announced the Facebook Conversions API, which gives advertisers a more secure method of tracking the data they use for advertising.
This article will explain what Facebook Conversions API can do, the features you can use it, what it can do to differentiate from Facebook Pixel and how you can set up it.
Facebook advertising data collection basics
To understand what Facebook Conversions API can do, you must first know the Facebook information about how to collect advertising data.
If the Facebook users click your ads and visit your website, Facebook Conversions API collects that information and then shares it with you.
Let’s now look at some of the key terms we’ll use throughout this piece:
Event. An event is a specific event that a user takes that results in data, such as clicking on a Facebook advertisement or making a purchase.
API. An Application Programming Interface (API) is a program that allows two applications to communicate information. Within the context of using the Facebook Conversions API, this allows conversions on your website to be reported to Facebook.
Browser-side tracking. Browser-side tracking is a collection technique that collects the data that a user has entered into their web browser. The data is based on demographics like the country of the user. Sometimes, the browser-side tracker can be known as client-side tracking.
Server-side tracking. Server-side tracking gathers data about users at the server’s end. This can include information such as the user’s length of time on a web page or the items they’ve placed in your shopping cart.
With these concepts within our minds, let’s look at Facebook Conversions API.
What is Facebook Conversions API?
Facebook Conversions API is a tool that lets advertisers collect data by using server-side rather than browser-side tracking.
If you’re familiar with Facebook’s Server-Side events, the concept of this API will sound familiar. Facebook’s Conversions API Conversions API is just an update to Server-Side events.
At this moment, you might be wondering what significance apple’s iOS 14 update plays in this. The update accomplishes two critical things:
It provides iOS 14 users the ability to deactivate trackers on the browser side.
It limits the number of data advertisers can collect through iOS fourteen users.
These changes will go into effect within the next couple of months. In this event, advertisers will have to use the Facebook Conversions API to gather information on their users and experiences with Facebook advertisements. For more details: https://social2bees.weebly.com/
It is important to remember that both Facebook’s Conversions API and Apple’s iOS 14 update didn’t occur in isolation. Both are the result of a change in how platforms and governments approach data (the same shift has resulted in our European General Data Protection Regulation (GDPR) laws).
How’s Facebook’s Conversions API work?
Facebook Conversions API connects your website to Facebook advertisements. If a user clicks one of your advertisements, Facebook creates a unique ID number unique to that user. Facebook tracks their movements and transmits the data to you as the user browses your site.
This means you could still gather data on your Facebook advertisements while your customers’ privacy and identity are protected by using a unique ID.
After we’ve gone over the fundamentals of Facebook Conversions API, let’s go deeper into the API in more detail.
What data can you collect using Facebook Conversions API?
The article addressed the types of data you cannot get from the Facebook Conversions API – but what information can you gather?
Conversions API lets advertisers monitor data about the following events of conversion:
Subscriptions are changed
As an advertiser, it is possible to obtain detailed data about:
Purchasing. This includes what your customers purchase and the amount they spend on each transaction, and how they pay.
Shopping carts. Include what your customers put in their shopping carts. Also, what items they take out from their carts, the location they purchase items from the cart, and how long they stay in their shopping carts.
Internet browsing. It includes what websites users visit, their internal links, and whether they choose to click on promotions for cross-sells or up-sells.
Email sign-ups. Included are when people sign-up and on what website they sign up, and the email sign-up setting they select (if it’s an option on your site).
Checking out. Included is the frequency of abandonment of the cart and how effective the checkout process was.
Customers. This includes how long they stay on your site and how often they visit your site.
Advertising. Your ad’s Click-through Rate (CTR) and other metrics such as cost per thousand views (CPM).
The data you collect will provide you with a complete overview of the journey your customers take. In the long term, this information will aid in improving your Facebook rate of conversion (which is typically 9 to 10% for the majority of advertisers).
Let’s look at how Conversions API compares to the Facebook pixel.