Facebook Ads Conversions API: Why Install It?

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Digital Marketing , Posts about Ads , Posts about Media and Social Networks
Imagine not being able to track the results of your Facebook Ads and Instagram Ads campaigns anymore ! With the new iOS 14 updates, this scenario could become a reality. After all, Facebook's conversion pixel , which is responsible for monitoring the behavior of internet users after they click on your ads, does so by “communicating” with so-called browsing cookies.

Due to changes in iOS 14, Apple users will no longer be able to capture cookies from third-party websites, which may prevent the pixel from recording important metrics for your Social Media campaigns , such as the number of people who clicked on the ad, how many of them purchased from your website, which pages they visited the most, etc.

And the most worrying thing is that this trend is not vk database to iPhone users! As Internet users increasingly seek privacy, cookies may really have their days numbered. Anticipating this trend, Meta (the company that owns Facebook, Instagram and WhatsApp) has developed the Conversions API .

Watch the video or read the text below to learn more about this topic.


What do “conversion pixel” and “third-party cookies” mean?
To understand more about the urgency of installing the Conversions API in your Meta Business , you must first understand what these two elements mean and how they work together so that you can monitor the results of your Facebook Ads campaigns .

Facebook Ads Conversion Pixel
The Facebook Ads Conversion Pixel , now Meta Business, is a JavaScript code that you install on every page of your blog, website, or landing page. It's this feature that allows you to track user actions on your site (known as conversion events) after they've been directed there by clicking on a Facebook or Instagram ad.

With this pixel, it is possible to determine: how many people impacted by Facebook or Instagram ads put products in their cart; which pages they visited the most; how many of them ended up making a purchase; how many clicked on the ad; among other information.

This way, you can assertively monitor the results of your Facebook Ads and Instagram campaigns , know the ROI (return on investment) they generated and acquire more information about your potential customers, better segmenting the next ads and investing in remarketing actions for those more engaged users.

Third party website cookies
When we browse the internet, we leave traces of all the actions we perform, from the pages we visit to the links and buttons we click. These traces are called cookies.

They can be of two types:

First-party cookies: all browsing information that comes directly from the website the user is browsing. For example: the actions you perform while browsing a news website;
Third-party website cookies: all browsing information that comes from third-party websites, linked within the website the user is browsing. For example: the actions you perform after clicking on an advertisement within the news website.
What is the relationship between the Facebook Ads conversion pixel and cookies?
Whenever a potential customer clicks on a Facebook Ads or Instagram Ads , the conversion pixel is installed and begins to monitor all the traces (cookies) that they leave when browsing your website.

It's as if the pixel were an investigator and the cookies were the evidence left at the scene. The investigator (pixel) collects all the evidence (cookies) so that it is recorded and can lead to conclusions later.
Since Facebook and Instagram ads lead to third-party sites (which are outside of these two platforms), these cookies are from third-party sites . And that's where the problem begins.

Where does the Facebook Ads Conversions API come in?
With Apple's decision to no longer have third-party cookies on iOS, which may be followed by other operating systems, it becomes more difficult for the conversion pixel to capture the information it needs.

Furthermore, this communication between pixel and cookies is often hampered by connection issues and ad blocking systems.

To solve this problem, Meta Business developed the Conversions API . Now, the Facebook pixel will communicate directly with your website's server, without the need for cookies in between.

This way, even if third-party cookies are discontinued, as they should be, you will still be able to monitor the results of your social media ads. So, it is essential to install it on your Meta Business platform while there is still time.

Advantages of Conversions API
Reduce cost per action as a result of improved connectivity, as Conversions API data is less impacted by browser loading errors, connection issues, and ad blockers;
Improve measurement of ad performance across the entire customer journey, from discovery to conversion, so you better understand how digital advertising impacts offline and online results;
Possibility to include other customer information parameters that help increase matched events and event matching quality;
If implemented separately from the pixel, the Conversions API offers greater control over what content is shared and when it is shared.
Count on the help of an agency that knows everything about Facebook Ads
Fizzing, a digital marketing and advertising agency in Rio de Janeiro and São Paulo, has a team of experts in Social Media and performance . Count on the advice of a company with over 10 years of history and 350 success stories to optimize your Facebook and Instagram Ads campaigns, generating real results!