Facebook Conversion API is a resource that allows you to collect and connect data from consumers who access your e-commerce site with Meta's systems. The idea is to use this data to optimize Meta ads and, in this way, improve your business's sales performance.
By way of information, for those who are not in the know, Meta or Meta Platforms is the name of the North American technology conglomerate that controls Facebook, Instagram, Messenger and Mapillary, among other assets, some of which have the function to serve as ad platforms in addition to their original functions.
Meta currently uses two methods to collect consumer data. One is the Facebook Pixel , which allows for browser-side data collection through the use of cookies. The other is the Facebook Conversion API, which enables server-side data collection without relying on cookies, using an ID that protects consumer privacy.
According to a study by Meta , using Facebook's Conversion API with lead generation ads can increase the lead-to-sale conversion rate by 20%. Furthermore, advertisers who followed the company's best practices in using the Pixel and the Conversion API saw an 8% improvement in Cost Per Acquisition (CPA).
Obviously, you as a merchant should use both forms of tracking. This will allow you to do more thorough tracking, which will lead to more relevant ads and therefore a better return on investment for your advertising.
WHAT KINDS OF DATA CAN THE FACEBOOK CONVERSIONS API COLLECT?
Through the Facebook Conversions API, it is possible to collect various types of data from consumers. It allows capturing, for example:
- Research: products that consumers search for in your online store;
- Navigation: the sales pages customers visit and the links they click;
- Cart: the products that the customers of your virtual store insert in the shopping cart;
- Payment: the payment method that customers choose in your online store;
- Contact: when a visitor registers an email and thus becomes a lead;
- Purchases: when a customer makes a purchase on your e-commerce;
- Average ticket: how much each customer spends per purchase in your online store;
- Content: viewing content on your online store;
- Abandonment: the cart abandonment rate;
- Loyalty: records the times consumers return to your e-commerce site;
- Advertise with us!: Clickthrough rates and cost per thousand views.
In addition, Facebook's Conversion API can track data from form submissions, phone calls, time consumers spend in your store, and sign-up completions, among others. It does all this confidentially, that is, using a code that protects the identity and privacy of consumers.
ADVANTAGES
According to Meta, the Facebook Conversion API can provide at least 4 advantages for your e-commerce operation. Through it you can, for example:
- improve measurement: with the Facebook Conversions API, you can optimize the measurement of data along the Shopping Journey. In this way, you can better understand how advertising impacts the online and offline performance of your e-commerce;
- Reduce cost per action: When used in combination with Pixel, the Conversions API allows you to generate more reliable data. Thus, this allows the delivery system to increase event matching and decrease errors. This helps to reduce costs;
- Optimize ads: The Conversions API makes it possible to track actions that occur at the end of the Shopping Journey, such as customer subscriptions and scores, for example. Data like this helps Meta to show more relevant ads, with greater chances of generating profit for your e-commerce;
- Extend data control: The Facebook Conversion API gives you greater control over shared content. It allows you to see data that, due to user-imposed blocks, the Pixel cannot see.
Finally, using the feature is extremely important, as it gives you a far-reaching view of the audience that visits your online store. This, in fact, is key to generating better advertising and excellent online sales performance.
FACEBOOK CONVERSIONS API IN VTEX STORES
If you have a store operating on the VTEX platform , then you can quickly and easily install the Facebook conversion API through the newly launched app called Facebook Business Extension.
The Facebook Business Extension app allows you to access the following resources through a panel within the VTEX platform:
- Facebook Conversion API;
- Facebook Pixel;
- Catalog;
- Facebook “Buy Now” button;
- Instagram “Buy Now” button;
- Facebook Business Manager account creation.
The Facebook Business Extension app is free and available for download from the VTEX App Store . It is compatible with online stores operating on the VTEX IO platform and partially compatible with VTEX CMS stores.
HOW TO CONFIGURE THE CONVERSIONS API?
There are several ways to configure the Facebook Conversions API. The first of these is through the aforementioned Facebook Business Extension app, which allows you to integrate the resource with the VTEX platform stores.
Another way to integrate is via Facebook partner platforms such as Shopify, WooCommerce, Wix and BigCommerce, for example. Configuration in these cases can be done with just a few clicks.
The Facebook Conversions API configuration can also be done through the Conversions API Gateway available in Event Manager. This can be done by anyone as it does not require programming skills.
Additionally, you can configure the Conversions API using a Google partner platform such as Google Tag Manager and Tealium, among others.
It is also possible to perform a direct configuration using programming. In this way, you can count on greater control of the integration process. This requires hiring a programmer.
In any case, remember, you can always count on the help of the e-Plus Agency team . So, if you need a hand setting up the Facebook conversion API, just click the button below and start a conversation with us via the messaging app:
