Everything you need to know on Facebook's Conversion API

Facebook Conversions API helps businesses to share specific online and offline events from their server to Facebook's Server. While Facebook ... HomeBlogTrackingandgrowthEverythingyouneedtoknowaboutFacebookConversionsAPI Theworldofadvertisingnowadaysreliescompletelyondata.Mostoften,thisdatacomesfrombrowsers.Thiscanbeamassiveissueforuserswithconnectivityissues.And,aswe’vetalkedaboutbefore,theindustryismovingawayfromcookie-basedservertracking. Inordertofullyunderstandaudiences,companiesneedtodigdeepintotheirfunnelsinordertogetagoodgrasponthecustomer’sjourneyandoptimizetheiradexperience.Thatallsoundsgreat,buthowisitdone? Sincecookiesarenolongerthecornerstoneofonlineadvertising,howdowestopprivacyimplicationsfromblockingdatacollectionwithcookiesandpixels?WiththedevelopmentofIntelligentAdTrackingPrevention(ITP)systems,we’veseentrendsinthepastfewyearswherebrowsersarephasingoutthird-partydataentirely. TheanswertothesequestionsisFacebookConversionsAPI(formerlyknownasServer-SideAPI),andtodaywe’regoingtotalkallaboutit. TableofContentsWhatisFacebook’sConversionAPI?Server-sideAPIFacebookConversionsAPIFacebookWhatistheAPIandConversionprocess?WhatconversionscanbetrackedwiththeConversionsAPI?CAPIFacebookiOS14HowtoprepareforiOS14changesFacebookConversionsAPIvsPixelWhyuseLeadsBridgeasaFacebookpartnerIntegrationsavailableforFacebookConversionsAPIHowtosetupFacebookConversionsAPI–BenefitsandmoreThebenefitsofFacebook’sCAPIHowtoconnectyourdatawithFacebook’sConversionsAPIDirectconnectionPartnerconnectionHowdoesLeadsBridgehelpwithFacebook’sCAPI?HowtosetupFacebookConversionsAPIwithLeadsBridgeSettingupthedatasourceSettingupthedestinationFieldsmappingTestingtheCAPIintegrationHowthecookie-lessworldwillimpactadvertising:FAQsfromthelatestLeadsBridge’swebinaronFacebookCAPIConclusionsandtakeaways WhatisFacebook’sConversionAPI? Asstatedjustabove,FacebookConversionAPIusedtobeknownasFacebookServer-SideAPI.It’sdesignedtohelpbusinessesmaintaindataprivacyallwhiledeliveringpersonalizedadvertisingexperiencestocustomersandaudiences.Thisisalldonewithouthavingtorelyonbrowser-basedtoolslikecookies. Facebook’sConversionsAPIisthoroughandprovidesbusinesseswithawealthofhelpfultoolsandinsights.Hereiswhatitprovides: Fullfunnelvisibility:ConversionsAPIoffersbusinessestheabilitytoshareexactlythedatatheywantto,andnothingelse.ThisismorethanwhatFacebookPixelalonecurrentlyoffers.Thatbeingsaid,combiningbothPixelandConversionsAPImeansfull-funnelvisibility. Pixelaloneoffersinsightintoactionsthatoccuron-website.Theseactionscouldbesomethinglikeapagevieworapurchase.WhencombinedwiththeConversionsAPI,youtrulygetthefullpictureofthecustomerjourney.Actionslikeoff-websitepurchasesandwhetherornotacustomercontinuestousetheirfreetrialandthenconvertsarenowtracked. Accuratedatasharing:SharingdatathroughConversionsAPIismoreaccuratethananyothermethodinthemid-funnelandlowerfunnel.Businessesdon’thavetoworryaboutanydatagettinglostduetoabrowsercrashoranadblocker.Datacontrol:ConversionsAPIgivesbusinessescontroloverwhatdatatheyshare.ThismeansthatbusinessescanimplementtheConversionsAPIinadditiontoPixelanddecidewhattoshareandwhentoshareit.Bycontrast,Pixelsendsalleventsinreal-time. Insteadofsharingdatawiththebrowser,FacebookConversionsAPIcompaniescansharethedatathatmatterswithFacebookthroughtheirserver.Thismeansthatifacustomerusesaprivacytoolfornon-FacebookActivity,theiractionswillbeextendedtodatasentthroughtheConversionsAPI. Server-sideAPIFacebook Server-sideAPIsareprogrammaticinterfacesthatcontainatleastonepubliclyopenendpointtoarequest/responsesystem.Forthemostpart,theseareexpressedinJSONorXML.Theseareexposedthroughtheweb,usuallybythemeansofanHTTPwebserver. Ofcourse,aswementionedbrieflyabove,theServer-sideAPIfromFacebookisnolongercalledsuch.Instead,itiscompletelyreferredtoasConversionsAPI. ConversionsAPIFacebook FacebookitselfencouragesadvertisersacrosstheboardtoimplementtheConversionsAPIinadditiontoPixelforoptimalfull-funneltrackinganddatasharingthatismuchmorereliable.Thisway,advertiserscantransmitalargerarrayofdatainordertobacktheiradvertisingefforts.WiththeimplementationofConversionsAPI,datasuchasCRMdata/lowerfunneleventscanbecaptured.ThisismorethanPixelcanofferalone. Companieswithhigh-securityneedscanuseConversionsAPItodecidethedatathattheywanttoshare.ImplementingtheConversionsAPIwillrequiresomedevelopmentresourcing,butanetworkofpartnersthatarecertifiedthroughFacebookoryourownexistingsystemintegrator/marketingplatformprovidercanhelpintheimplementation. WhatistheAPIandConversionprocess? Thisisallverytechnical,butit’snotasdifficulttounderstandwhenit’slaidoutinastep-by-stepprocess.Here’saquickrundownofhowFacebookConversionsAPIworks: First,thecustomerentersthewebsite.ThewebsitehastohaveFacebookPixel.FacebookPixeldocumentsuserdataincookies(whichis1stparty).TheserverwillsaveuserinformationinthesamewaythatitsavesIPaddresses,user-agents,GoogleAnalyticsclient_id,andotherparameters.Whentheuser(withtheirsaveduserdata)triggersanevent,theserverwillmakearequestthatcontainsinformationaboutthesaideventandsaidusertotheFacebookserver. FacebookConversionsAPIisveryintuitive,butitdoesn’ttakemuchknow-howinordertosetitup.Infact,allyoureallyneedis: FacebookBusinessManager(Thisisamust,asyoucannotuseFacebookConversionsAPIwithoutit).SetupaFacebookPixelwithyourwebsite.It’simportanttonotethatitshouldbecorrelatedwiththeBusinessManager.AFacebookApp.ThisisanappforworkingwithFacebookConversionsAPIandit’scombinedwithBusinessManager. WhatconversionscanbetrackedwiththeConversionsAPI? Withallthistalkofeventtracking,it’simportanttonotewhattypeofeventsaretrackedthroughtheConversionsAPI.Herearetheeventsthatcanbetracked: LeadsAffiliatepaymentsFindlocationsPhonecallsFormsubmissionsPurchasesEmailsubscriptionsSubscriptionchanges Facebook’sConversionsAPIhasauniquesetofbenefitsthatbrowserPixelsimplydoesnot.Someofthesebenefitsincludeabetteroverviewofomnichannelcustomerjourneys.Thisisdonebyconqueringthingsthatusedtobechallengingforeventtracking.Theseovercomingchallengesinclude: BadnetworkconnectionsLongloadingtimesforpagesAdblockers PossiblythebestbenefitoftheFacebookConversionsAPIisthatyoucancontrolthedatathatissharedwithFacebookservers.Thisgivesyoutheabilitytotrackofflineconversionslikein-personpurchasesandsalesmadeoverphonecalls. WiththeConversionsAPI,youcansendofflineeventsdatadirectlytoFacebook. CAPIFacebookiOS14 AppleimplementeditsnewAppTrackingTransparencyframeworkiniOS14recently.Thisimpliesthatappdevelopersmustletusersknowthattheirdataisbeingcollected.Theyneedtoaskforpermissionfromuserstotrackhowtheyengagewithapps.However,ifusersopt-outoftracking,theirbehaviorcannotbetrackedagain.TheiOS14changeswillhaveanimpactonallappsandthatiswhyFacebookisencouragingmarketerstoswitchtoserver-sidetracking. Theimpactofthischangeincludes: InabilitytotrackiOSusersaftertheyopt-out.Thismeansyoucannotuseretargetingcampaignsforthem.Eventsarelimitedto8perwebsite.Thismeansthatyoucannotusecustomevents.Unverifieddomainsareunabletouseevents.Thismeansyoucannotoptimizeyourcampaignsforoutsideevents.Facebooknolongersupportstheattributionwindowsof28-dayclick-through,28–dayviewthroughand7-dayviewthroughattributionwindows.Thismakesitdifficulttoanalyzecampaigns.Therewillbenoreal-timereportinganymore.Datawillexperiencedelays. HowtoprepareforiOS14changes UsetheFacebookConversionsAPItotrackconversions,optimizecampaignsandcreatecustomaudiences.Insteadofusingthebrowserpixel,eventsaresentthroughtheserver.Verifyyourdomain.Useaggregatedeventmeasurementtooltochoosethe8eventsavailableforawebsite. FacebookConversionsAPIvsPixel FacebookConversionsAPIhelpsbusinessestosharespecificonlineandofflineeventsfromtheirservertoFacebook’sServer.WhileFacebookpixelhasbeenaroundforquiteawhilenow.Ithelpsbusinessestotracktheeffectivenessoftheirproductorservice.Itbasicallytrackswhatpeopledoonyourwebsite.Thisincludesthepagestheyvisit,whatactionstheytakeonthepages,etc. TherearedifferencesbetweenFacebookConversionsAPIandthePixel.Findthemenumeratedbelow: 1.TheFacebookConversionsAPIgivesyouinsightintotheentirecustomerjourneyonyourwebsitepages.WhiletheFacebookPixelhelpsyoutoseehowusersareengagingwithyourwebsitepagesafterviewingyourFacebookads. 2.TheFacebookCAPIhelpsyoutocontrolthedatayoushareandwhenyoushareit.WhiletheFacebookpixelhelpsyoutotrackpixeldataforconversioneventsonyourwebsitepages. 3.FacebookCAPIhelpsyoutosharewebeventsfromyourserverwhileFacebookpixelhelpsyoutosharewebeventsfromyourwebbrowser. WhyuseLeadsBridgeasaFacebookpartner Thisisagreatpointtothinkabout.ManycompanieshavetheoptiontodevelopCAPItechnologyin-house,butisthatthebestsolution? Theanswerisno,forseveralreasonsthatcompaniesneedtoaddresstogetthemostoutofthistechnology,forexample: HavingadeepunderstandingofCAPIQuicklydevelopthenecessaryintegrationsandkeepthemuptodateProperlymanagecomplexdatawhileavoidingleaks Sohowcancompaniesusethistechnologywithoutencounteringtheproblemslistedabove?Simple,theyneedtouseanFMPlikeLeadsBridge. LeadsBridgeisanFMP-FacebookMarketingPartner,whichisaFacebook-approvedAppforAPImanagementandmaintenance.Therefore,byusingourplatformforCAPItechnology,customerswillalwayshaveup-to-dateandfunctionalintegrations(usually,FacebookupdatesitsAPIsevery2or3months). TechnicalSupport&IntegrationMaintenance,duringtheonboardingphase,ourteamwilltalktothecustomers’techteamtounderstandthemostefficientandleastexpensivewaytoretrievedatafromtheirdatawarehouseandkeepthedataup-to-datewithFacebookSS-API. Likealldatapartners,LeadsBridgecantroubleshoottechnicalissuesfortheSide-Sideprogramalongwiththelengthofservice;plusifovertimeyourteamneedstoupdatetheintegrationandaddmoredata,ourSolutionSpecialistwillguideyouusingourUIortalktoyourtechteamtounderstandhowwecanretrievemoredata. AsaFacebookMarketingPartner,LeadsBridgeofferstheabilitytodevelopintegrationsthataretailor-madeforbusinesses.WithprioriPaasexperienceboastingthedevelopmentof370+different“out-of-the-box”platformsand400+“custom”integrations,theaveragedevelopmenttimerequiredforthesetypesofintegrationsis2-6weeks. Thisallowscompaniestodecreasethe“time-to-marketsignificantly”.OnceintegratedwithLeadsBridge,youwillbeabletosendyourdatatoanyotherplatform(e.g.Facebook,Google,BItools). IntegrationsavailableforFacebookConversionsAPI InordertogetthemostoutofFacebookConversionsAPI,you’regoingtowanttointegrateitwithyourfavoriteCRM.ThroughLeadsBridge,thoseintegrationsarepossible. Ofcourse,thesearejustafewexamplesofintegrationsforFacebookConversionsAPIwithLeadsBridge.Thelistisalwaysup-to-date. Ifyou’dliketolearnmoreaboutintegrationsforFacebookConversionsAPIwithLeadsBridge,feelfreetocontactusorclickthelink.Belowaresomenotableexamples: 1.FacebookConversionAPIintegrationwithPrestashop StreamlineyourdatamanagementprocesswiththePrestaShop+FacebookConversionsAPIintegration 2.FacebookConversionAPIintegrationwithWoocommerce StreamlineyourdatamanagementprocesswiththeWooCommerce+FacebookConversionsAPIintegration 3.FacebookConversionAPIintegrationwithShopify[onthewaitinglist] StreamlineyourdatamanagementprocesswiththeShopify+FacebookConversionsAPIintegration HowtosetupFacebookConversionsAPI–Benefitsandmore Advertisingisallabouttiming.Youneedtoreachoutattheperfecttime,ontheidealplatform,andtotherightpeople.It’sanart,tosaytheleast,andonethatnotawholelotofpeoplehavemastered.ThisiswhereFacebookConversionsAPIcomesinhandy. FacebookConversionsAPI(orCAPI,asit’sbeencalled)isapowerfultoolwithloadsofpossibilities.NowwanttogooverhowtosetupFacebookConversionsAPIandprovidesomeusecaseswithhowpeopleareusingCAPIwithLeadsBridgeintegrationstogettheabsolutemostoutoftheirincomingmarketingdata.Alongtheway,wewilldiscusssomehelpfuldetails.Let’sstartwiththebasics. ThebenefitsofFacebook’sCAPI Intruth,therearemanybenefitstoFacebook’sConversionsAPI.Aswediscussedatthebeginningofthisarticle,CAPIiscapableoflettingyousharedatadirectlyfromyourservertoFacebook.Sharingdatalikethisallowsyoutodoanumberofthings: Accuratelymeasureactionsinmultipleways–WithCAPI,youcansharethingslikedelayedvaluesanduser/leadscoressothatyoucanusethemforfurtheroptimizationwithFacebook’sothertools.ImprovetargetingdataaccuracywithmeasurementsandoptimizationswhenpairedwithPixel.Gaincompletecontroloverthedatayoushare–CAPIisdesignedspecificallytogiveyoucompletecontroloverwhatdatayoushareandwhenyoushareitwhenimplementedseparatelyfromFacebook’sPixel. Thisisallmadepossiblebecauseservereventsarelinkedtoyourpixelandbehavelikebrowserevents.Thisishowtheydoit: They’reusedforthesameadoptimization,includingconversionandvalue.Theyappearonalmostallofthesamesurfaces.TwoofwhichincludeAdsManagerandEventsManager.TheyabidebythesamecontrolsandrestrictionsimplementedbyFacebook,likewiththeOff-FacebookActivitytoolandtheFacebookBusinessToolTerms. WhenusingFacebook’sConversionsAPIalongwithanothertoolfromFacebook’sarsenal,youhavetheabilitytogainmassiveinsightthatwouldotherwisebeimpossible. ItisimportanttonotethatwiththeiOS14update,itwillberequiredofappsintheAppStoretoaskforspecificpermissionbeforeusingcustomerdata.Thiswilltaketheformofanin-apppromptthatwilldetailhowthedataisbeingused,andgivetheuserexplicitpermissiontoopt-outiftheywantto. Thatbeingsaid,advertisingandmarketingasweknowitischangingdrastically.WiththeimplementationoftheGDPR’sdataprivacylawsandregulations,businessescannolongerrelyoncookie-basedtrackingandinsteadmustreverttoserver-sidetracking. ThisiswhereFacebookpixel+CAPIcomesintoplay.Althoughit’suncertainexactlyhowthiswillimmediatelyaffectthemarketingindustry,itisalmostguaranteedtomakeitevolvequickly.Facebook’ssolutiontothisis,ofcourse,server-sidetrackingwiththeirlineupoftools. HowtoconnectyourdatawithFacebook’sConversionsAPI There’salotofinformationabove.It’seasytoseehowimportantCAPIisandwillcontinuetobeinthemarketingworld.But,howdoyouconnectyourdatawithFacebook’sConversionAPI?All-in-all,thereare2ways: Directconnection Withadirectconnection,thereareprosandconstoweigh: Pro:Fullcontroloveryourconnection.Nomiddlemanandcompletecustomizationcapabilities.Pro:Directconnectioncouldmeansavingmoneywhenitcomestoupkeep.Con:Requiresaccesstoservercodebaseandin-housedeveloperresources.Con:Requiressetupandmanagementofcustomerinformationparameters Partnerconnection UsingapartnerconnectionmeansusingaplatformlikeLeadsBridgetoprovideanintegrationbetweenCAPIandadatadestination. UsingapartnerlikeLeadsBridgegivesyouamuchfasterset-upandaturn-keyfeel,allowingyoutoskipallthetechnicalaspectsofconnectingCAPI,andjumpingrighttocollectingleaddata.Whenusingapartner,youhaveaccesstoateamofexpertsthatkeepupwithanythingandeverythingrelatedtoCAPI,againallowingyoutofocusonwhat’smostimportanttoyou:Newleads.Oneoftheonlydownsidestothisapproachisthatyoudon’thavefullcontrol,nordoyouhavecustomizationoptions.Instead,youhaveaquickandeasyconnectionmadebyanintuitivetool,allowingyoutofocusyoureffortsonyourexpertise.Althoughadirectconnection(atfacevalue)isfree,itcancostadecentamountwhenitcomestomaintaining.WithLeadsBridge,withyourmonthlyorannualsubscription,youwillhavefullaccesstoexperts,readytohelpyouatanytime. HowdoesLeadsBridgehelpwithFacebook’sCAPI? AtLeadBridge,weprideourselvesoneasyandhelpfulintegrationswithyourmarketingstack.OneofthoseintegrationsisCAPI. Thebiggestsetbackanymarketercanfaceistheneedforrepetitive,manual,andtime-consumingtasks.Weaimtofixthat.Withsimpleintegration,youcanforgetaboutmanuallyimportingCSVfileseveryfewdays,andgettheimportantmarketingdatainstantly. ByautomatingyourFacebookCAPIexperience,you’reabletojumponleaddataassoonasitcomesin,givingaboosttotheirjourneythroughthefunnel,andgivingyoupreciousinsightthroughouttheentireprocess. SinceLeadsBridgeisanofficialFacebookMarketingPartner,you’reguaranteedthebestservicewithdirectsupportanddatastraightfromFacebookthemselves. HowtosetupFacebookConversionsAPIwithLeadsBridge JustlikeanyintegrationonLeadsBridge,itreallyonlytakesafewclicks.Thefirstthingyou’llwanttodoislogintoyourLeadsBridgeaccount.Ifyoudon’thaveone,don’tworry,youcancheckoutallofourpricingpackageshere. Onceyou’resignedupandsignedin,you’llbetakentothemaindashboard,anditwilllooksomethinglikethis: Asyoucanseeontheleft-handside,highlightedinblue,itsays‘Bridges’.ThisiswherewewillbegincreatingtheconnectionbetweenFacebookConversionsAPIandyourCRM.Tostart,simplyclick‘AddNew’. Now,anewpop-upwillappearinthemiddleofthescreen,andit’llbetimetostartworkingonyourdatasourceanddestination. First,you’llwanttonamethisbridge.Ifyouonlyplanonmaking1bridge,thisreallyisn’tallthatimportant.But,forthesakeoffindingitamongseveralbridges,it’sbesttonameitthoroughlysothatitcanbefoundlater. Belowthatfield,youcanalsoaddtagstothisbridge.Again,not100%necessary,butitistheretohelpyouidentifythisbridgelater. Now,you’llwanttoselectadatasource.Thiswillbetheplacewheredataiscollectedandimportedfrom.Forthiscase,wewillselectFacebookLeadAds. Next,you’llwanttoselectadatadestination.Onceallthedataiscollected,itneedstobesentsomewhere.Inthiscase,yourCRMiswhatyouwouldchoose.WeprovideeasyintegrationswithmostofthemajormarketingCRMsoutthere.But,ifyoudon’tseeyourslisted,letourcustomerserviceteamknow.It’spossiblethatwecancreateatailor-madeintegrationjustforyou.BelowaresomeFacebookConversionAPIintegrationswithCRMs. a.FacebookConversionAPIintegrationwithHubSpot StreamlineyourdatamanagementprocesswiththeHubSpot+FacebookConversionsAPIintegration b.FacebookConversionAPIintegrationwithZoho StreamlineyourdatamanagementprocesswiththeZohoCRM+FacebookConversionsAPIintegration c.FacebookConversionAPIintegrationwithSuiteCRM StreamlineyourdatamanagementprocesswiththeClickSendCRM+FacebookConversionsAPIintegration Onceallthatinformationisfilledin,selecttheblue‘Next’buttonatthebottomright. Settingupthedatasource Nowyou’llseeanewpop-up,askingforinformationaboutFacebook.Theformwilllooksomethinglikethis: Here,you’llfillinallyourimportantFacebookdatathatcanonlybefoundonyourFacebookaccount.Ifyouhaven’tusedLeadsBridgebefore,thenthetopfieldwillautomaticallybeempty.Ifyouclicktheboxtothebottomrightofthattopfield,you’llbeaskedtofillouttheinformationaboutyourAdAccountonFacebook.But,oncethatinformationisfilledin,itwillalwaysbethereforyoutoselectinthefuture. Settingupthedestination Nowthatwehavesetupthedatasource,it’stimetoconfigurethedestination.DependingonwhereyouwanttosendthedatacollectedbyCAPI,thisscreenmightlookslightlydifferent.Essentially,you’regoingtoneedtonamethedestinationandthenselectanewsegmentfromthedrop-downtab. Now,ifyousochoose,youcanreceiveemailreceiptswitheachincominglead.Inordertosetthisup,makesureitsays‘yes’nexttoactive.Then,simplyinputtheemailaddressyouwantthemreceiptstogoto,andcreateasubjectlineforthoseemails. Fieldsmapping Configuringthefieldforanyformthattheleadsneedtofilloutisveryimportant.Asyoucanseebythisimagebelow,itcanbeassimpleorascomplexasyouneedittobe. Agoodpieceofadviceinthissensewouldbetomakeitassimpleasyoupossiblycan.Anysortofunnecessaryfrictioncaneasilysendapotentialleadpacking.Youcanstartwiththebasicslikename,email,andphonenumber,andthenaddacustomfieldifneeded. TestingtheCAPIintegration Onceallissaidanddone,youcantestyournewintegrationinyourLeadsBridgedashboard.Ifyouwant,youcanchoosetotesttheintegrationwitheitheranew(made-up)leadoranexistingone.Forthesakeofthisarticle,we’llmakeoneup. Andonceyouinputallthatinformation,simplyclicktheblue,test-nowbutton.Nowheadovertoyourinbox,andseeifalltheinformationhasbeensent.Iftheintegrationwassetupcorrectly,youshouldhaveanemaildescribingalltheinformationyouputininthetestingstage. Justlikethat,yourintegrationisreadytogolive,andyou’rereadytoreceivenewleads! Thiswholecookie-lessmarketingworldisafairlynewideaasofwritingthisarticle.Althoughwe’vebeenwellawareoftheimportanceofserver-sidetrackingandtoolslikeFacebook’sConversionsAPI,theeffectsofthenewdataregulationshavereallyjuststartedtogetserious. Asamarketer,there’snoneedtoworry.Althoughthingswillchangeasweknowthem,thatdoesn’tmeanwewon’tbeabletodoourjobs.WithtoolslikeFacebook’sCAPIandLeadsBridge,alltheheadachesofcookiesandaccuratelytrackingcustomerdatacanbeleftalone.Foryou,allyoureallyneedtoworryaboutissettingupanintegrationASAP.But,aswe’veexplainedabove,it’seasy,too. Howthecookie-lessworldwillimpactadvertising:FAQsfromthelatestLeadsBridge’swebinaronFacebookCAPI InAprilof2021,weheldawebinarwithFacebooktotalkabouthowacookie-lessworldwillimpactadvertisingandhowcookie-lesstargetingwillbepossibleinthefuture.WewereveryexcitedtobejoinedbyEmilyWilson,whoisaproductmanageratFacebook.Shegaveussomeamazinginsightintothecookie-lesstargetingsituationonFacebook’ssideandevenansweredsomegreatquestionsproposedbytheaudience. WiththehelpofLeadsBridge’sownVPofSales,LeonardoDeStefanis,weanswereddozensofquestions,someofwhichwewanttodisplayheretoday. Q:Isthereaspecificdatewhencookieswillnolongerbeaseffective? A:Thereisn’tanexactdatebeingproposedjustyet.ThebottomlineisthatGoogleChrome,probablythemostusedbrowserintheworld,willsoonstopsupportingthird-partycookies.Rumorssaythatthiswillhappenbefore2022,butwedon’thaveanactualdateyet. Q:IsConversionsAPIandOfflineconversionspartofthesamething? A:FacebookConversionsAPIandFacebookOfflineConversionsAPIarebothproductssupportedbyLeadsBridge.Bothproductsallowyoutotrackandmeasureofflineactivity,withafewtechnicaldistinctions.Forinstance,FacebookOCAPIallowsyoutouploadconversionactivitywithin62daysoftheconversion,whileCAPIonlyhasa7-dayconversionwindow.ThedatameasuredbyFacebookOCAPIisgatheredinacontainercalledofflineevent-set,whiledatameasuredbyFacebookCAPIisgatheredintheFacebookPixel. Q:DoestheconversionsAPIbypasstheCMP(CookiemanagementPlatform),especiallyforremarketinginregardstouserconsent? A:FacebookCAPIhelpstoincreasethequalityoftheconversionsyoutrackonlineorofflinebyusingaserverconnection.Forinstance,asacookie-lesssolution,itallowsyoutofetchdatadirectlyfromyourCRM.Yet,itisimportanttoclarifythatFacebookConversionsAPIdoesnotbypassgovernmentallegislationsaboutremarketinginregardstouserconsentmanagement.Inotherwords,youstillneedtogatheruserconsentwhenstoringuserinformationformarketingpurposes. Q:Wheredoestheend-useroptingetrecorded,onthewebsiteduringopt-inoronFacebook? A:Theuseropt-inisrecordedonyourwebsite.ThatconsentisthenpassedtoFacebookwhenuploadingconversionactivityviaFacebookConversionsAPI.Iftheuserthenoptsout,aneweventisfiredwiththisinformation–consequentlyremovingitfromtheaudience. Q:HowdothenewIOS14changesaffectthings?WilltheuseoftheAPItosendconversioninfogoaroundtheIOSrestrictionsorwillitrespectit? A:WhenCAPIispurelyusedtotrackofflineactivitywithlower-funnelevents(e.g.Purchase),iOS14restrictionswillnotbetakenintoconsiderationassuchactivitydoesn’tcomefromanyspecificOS.WhenCAPIisusedtogetherwiththePixeltomeasureonlineactivity,especiallyinregardstohigher-funnelevents(e.g.AddToCart),however,werecommendfollowingFacebook’sguidelines. We’veextensivelycoveredFacebookPixelandiOS14andtheimpacttheycouldmakeonthemarketingworldinapreviousblogpost.Besuretocheckthatouttolearnmore. Q:ArethereanyresourcesthatexplainthedifferencebetweenhowcookiescollectdatavshowtheAPIcollectsdataandhowtheAPIwouldbebetter? A:Inshort:Whatcookie-baseddataaloneisabletocollectisstrictlydependantonend-userbrowserpreferences–particularlyforwhatconcernsad-blockingextensions.CAPIsendsservereventsinstead,bypassingtheselimitations.ThisBlueprinttrainingisaprettygoodresourceformoreinformation. Q:WhatkindofimpactwillthishaveonLeadGenerationcampaignsonFacebookwiththatdatacollectionhappeningontheFacebookplatform? A:Noimpactatallfortheforeseeablefuture.OncethebetaforLeadAdsQuality(a“new”FacebookMarketingproduct)willrollout,we’llsee. Q:IsConversionAPIintegrationeasytoimplementifwehaveaccesstothewebsitebackend?WehaveaccesstotheCRMtools,butwhatintegrationisdonewithintheCRMtoolaswearealreadysendingleadstotheCRManyways? A:Yes,ifyouhaveaccesstothewebsitebackendFacebookConversionsAPIisfairlyeasytoimplement!YoucanchoosetointegrateeitherwiththeCRMordirectlywiththewebsitebackend.Inbothcases,LeadsBridgecouldhelpyouout. Thesearejustafewofthemanyincrediblequestionsthatweansweredduringthatwebinar.Bytheendofit,itwasclearthatFacebookwasontopofthingsandworkingdiligentlytomakecookie-lesstargetingmainstream,allwhiledealingwithconsentmanagementandabidingbydataprivacylaws. Anyquestions?We’realwaysheretohelp.Contactusbyfillingoutthisshortform,andwe’dbehappytoassist. Conclusionsandtakeaways Inconclusion,ConversionsAPIisagreattoolforadvertisers.It’susedbyadvertisersaroundtheworldinordertogainbetterinsightintothecustomer’sfunneljourney,andcustomizetheiradexperienceinordertoachievebetterresults. Allofthisuniqueadexperienceisdonewhilemaintainingdataprivacy.Dataprivacyisamassivedealinadvertisingsincecookiesandbrowser-basedtrackingaredyingofffast,especiallyinthemidandlowerfunnel,wherecustomersshareimportantandpersonaldata. Businessesarelookingmoreinto1st-partydatathattheyhavewithintheirCRMsandotherassetsinordertocreatecampaignsthatmakemoreofanimpact.Thatbeingsaid,notbeingabletousecookiescanresultinsomeproblems.Itaffectsretargeting,trackingconversions,businessintelligencesystems,andalotmore. Thebestsolutiontothisproblemisconnecting1st-partydatadirectlytotheadvertisingplatform.UsingConversionsAPIallowsyoutopushdatadirectlytoFacebook,thusavoidingusingcookiesentirely,andmakingyourcampaignsthatmuchmoreeffective. Totopitalloff,byusingLeadsBridge,youcanautomatetheprocess.ConnectingFacebookConversionsAPItoyourCRMmeansthatdataisgettingpushedtotheplatformandtheresultsarebeingrecordedproperly.Ifyou’dliketotestourplatformoutforyourself,thensignupforafree14-daytrialtoday. 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