Facebook’s Conversions API: a must for marketers
21 avril 2023
A smooth flow of data and creating the perfect audiences. That’s any marketer’s dream. And that dream just came within reach thanks to Facebook’s Conversions API.
Discover what the Conversions API is and how it can help us as marketers.
What is the Conversions API?
The Conversions API is an API developed by Facebook to improve the performance of – and measurements on – all Meta platforms.
As a marketer, you can use the API to link the marketing data of your web server, website, app and/or CRM directly to Meta’s systems. Thanks to this link, you can optimise your ad targeting, CPA and results on Facebook.
A data-driven approach with Conversions API and Pixel
When you combine Facebook Pixel and Conversions API, you get a data-driven marketing approach. And that holds many benefits.
More reliable data. By combining the Pixel and Conversions API, you have more data available and the data you match to the users afterwards becomes more reliable. That’s also great for the CPA, by the way.
Increasing the number of high-quality leads.
Data that’s easier to measure. Combing the Pixel and Conversions API gives you greater insight into the customer journey. This allows you to align your campaigns with your visitors and target audience.
Better retargeting and smoother custom audiences creation. By using both the Pixel and Conversion API, you get more data which you can then use to set up more relevant retargeting strategies for the right target audience.
Do note that the Pixel is becoming less and less relevant due to browser restrictions. That increases the chances of you having to switch to the Conversions API entirely in the long run. You can read more on this topic in this blog post.
The added value for performance marketers
As a performance marketer, you’ll have to deal with quite a few challenges when it comes to reporting, data collection, the correct usage of target audiences and more.
With the Facebook Pixel and Conversions API (combined) you’ll see an improvement in:
Optimising campaigns based on owned data
Reporting to clients
Implement the Conversions API with iO
Would you like to implement the Conversions API yourself and get more insight into the events on your website? Contact our data specialists, obligation-free. They are happy to help!