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The benefits of the Conversions API for Meta campaigns

What is Facebook’s Conversions API and why should I implement it?

Facebook’s Conversions API is a tool that allows businesses to track user interactions with their website or app and send this data to Facebook. This information can be used to optimize Facebook ads, measure the effectiveness of ad campaigns, and target ads to specific audiences.

The Conversions API and the Facebook pixel are two different ways to track users’ interactions with your website or application and to send this information to Facebook. The Conversions API has several advantages over the Facebook pixel:

  1. More reliable data tracking: the Conversions API sends data directly to Facebook’s servers, preventing the user’s browser from loading the Facebook pixel. This means that data is less likely to be lost due to browser errors or ad blockers.
  2. More accurate attribution: the Conversions API enables more accurate attribution of conversions, as it can track conversions that occur outside the browser, such as phone orders or in-store purchases.
  3. Greater control over data: the Conversions API allows greater control over the data sent to Facebook, as it allows you to specify which events to track and what data to send with those events. This can lead to more efficient data collection and analysis.
  4. Improved privacy: the Conversions API allows greater control over user data and can help protect user privacy by allowing hashtagged or encrypted data to be sent instead of plain text.
  5. Improved scalability: the Conversions API is better suited for large-scale tracking and data processing, as it can handle a higher volume of data than the Facebook pixel.

How does the Conversions API work?

When a user interacts with a website on which the Conversions API is implemented, data is sent to Facebook’s servers via an HTTP request. Facebook then processes this data and attributes the action to the ad campaign, enabling businesses to measure the effectiveness of ad spending and make data-driven decisions about ad strategy.

The Conversion API shares data directly from the server, unlike the pixel that works through the browser. The added value of the API over the traditional pixel is its independence from cookies. Since it is in fact a server-side solution, it is not subject to the restrictions applied to client-side cookies, which is often the cause of unreliability of collected data.

The digital ecosystem is constantly evolving, and we know it’s not easy to stay current. We are here to help you implement Meta’s Conversions API and your social media marketing campaigns to safeguard your customers’ data from potential performance issues associated with upcoming browser changes.

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    Alessandra Fox
    Marketing Specialist
    @ Starsystem IT

    Pubblicato il 10 March 2023