can beBusinesses around the world are consistently looking for methods to make their advertising efforts more impactful to increase sales. Some brands spend a huge chunk of their profits on their digital ads to gain market share. API conversions are helpful to appropriately measure ad performance and awareness across the customer’s journey from discovery to conversion just like daily reporting at work helps companies to identify insubordinate employee and improve employee productivity. This process allows companies to better comprehend how digital marketing is affecting their online as well as offline outcomes.
What Is Facebook Conversion API?
API stands for Conversion Application Programming Interface. Let’s first understand what conversion API is. It is the process that generates links between a brand’s marketing data and Meta processes that optimize ad targeting, reduce cost per action, and measure results. This establishes a connection between an advertiser’s server and Facebook. It provides advertisers with a platform to send web events directly from their servers to Facebook. These web events are used to evaluate, report, and optimize just like browser pixel events. Even in-app purchases like subscription renewals are sent to Facebook as web events.
In simpler words, Facebook Conversion API is the process through which advertisers can monitor and determine the outcome of their ads. Earlier, Facebook Pixel was employed by companies for the same reason, however, the escalating privacy and security concerns, browser limitations, VPN, ad blocks, and cookies have compelled the companies to opt for something new. To fulfill this new requirement, brands are shifting to Facebook Conversion API so they can have a complete picture of the data to make intelligent decisions for their companies.
Benefits of Facebook Conversion API
Businesses are integrating Facebook Conversion API techniques into their systems to measure their ad performance so they can create better-personalized ads that leave a lasting effect on customers. Let’s highlight four major advantages of Facebook Conversion API.
1: Personalized Ads
One of the most intriguing advantages of Conversion API is its tendency to develop more customized ad campaigns. It monitors several data points like abandoned carts, subscriptions, clicked links, and many others and then uses this data to design more targeted campaigns that are likely to generate positive results. Businesses can customize their ads for their prospective customers and create retarget plans for existing customers.
When businesses can track ad activity, they can formulate better retargeting strategies. Without API conversion, businesses might miss the chance to transform prospects into customers. If companies employ Facebook API tracking in their ad campaigns, they can better monitor ad performance to produce more personalized ads. Through API Conversion, Facebook displays more targeted ads to customers who have more chances of becoming profitable and creating value for the company.
2: Reduced Cost per Action
The cost per action of a company’s Facebook ads can be significantly lowered by using Conversion API that sends superior data to the Facebook algorithm to create more targeted ads for potential consumers. The data generated from the Conversion API has a higher power to flow without any browser loading errors, connectivity problems, or ad blockers. Using conversion API creates a more dependable connection that assists the delivery process reducing the cost per action.
Previously used Facebook Pixel was working well until customers started using Ad Blocks and VPN to restrict ads on websites creating disruptions in advertising campaigns online. Facebook Conversion API overcomes this problem effectively.
3: Faster Page Loading
Another important feature of Conversion API is its ability to load pages faster. It employs server-side tracking that optimizes monitoring tasks and liberates the browser. This enables the website pages to load much faster than using Facebook Pixel’s browser making the employees allocate their energy and resources to be more productive and business executives to make better intelligent decisions in a fraction of time. Additionally, another advantage of conversion API is that it lowers tracing errors that exist in browser-side tracking.
4: Data Accuracy & Control
Facebook Conversion API allows the company constant data accuracy by battling the risk of data decay and inaccurate data within the system. The handlers don’t have to worry about data issues as it is transmitted directly to Facebook’s server instead of the browser. In contrast, Facebook Pixel is quite helpful for multiple data needs but heavily depends on the browser which can crash at any instant and considerably lower the accuracy of a company’s data.
Moreover, other data mediums allow the company’s restricted control and access to information as compared to Facebook Conversion API which offers increased control over company data that helps the advertising teams to become more organized and efficient.
The benefits of Facebook Conversion API are widespread. Retailers, restaurants, internet service providers, mortgage recruiters, and all other businesses can take advantage of Facebook Conversion API. They can create targeted ads, lower cost per action, enable faster page loading, and enhance data control.