API conversion (Facebook)
A useful Business tool from Facebook is Conversion API. It allows you to share important offline events, web events or customer actions with Facebook's servers. API Conversion is used to improve measurement and performance of ad campaigns. This can be done in conjunction with Facebook pixel. The three main function of API Conversion are:
- Measure customer actions in different ways: You can think about sharing user scores, lead scores or delayed values. This data can be used for optimization in Facebook's other business tools. With this, make the entire customer journey transparent
- Data sent for measurement, targeting and optimization improve in accuracy. In addition to Facebook pixel when this feature is used
- Managing data you share: Get more control over the data you share and when you share it with Conversions API. Especially if Conversions API is implemented without a Facebook pixel
Facebook pixel and API conversion
It is recommended to use Conversions API in conjunction with Facebook pixel. This is because Facebook pixel is an effective business tool to track your customers with and without cookies. Also, API Conversion does not use cookies. This ensures that the web settings of browsers do not affect its ability to send customer data. A combination of API Conversion and Facebook pixel ensures maximum effectiveness of customer data on your website.
Events on the server are associated with your pixel. As a result, they act as "pixel events" in your browser in the following ways:
- In use with the same types of ad optimization, such as value optimization and conversion optimization)
- In most of the same platforms they appear, such as Event Management and Ad Management
- The same Facebook restrictions and settings are followed, such as the tool for activity outside Facebook and the terms for Facebook Business tools
Linking the Facebook pixel to the Conversions API makes it easy to measure all events. This can be done both online and offline, with the Offline Conversions API suitable for store sales. There is also an App Events API for app events. Depending on what data can be collected from your business, there is an API Conversions tool.
