Facebook Conversions Api 8211 Faq
Management Summary
We explain in this FAQ how the post-cookie era affects the tracking of advertising measures on Facebook and Instagram and how the Facebook Conversions API works and is implemented.
Why does my company actually need the Facebook Conversions API?
Conversion tracking via cookies, as we have known it for years, is undergoing a fundamental change. Due to browser restrictions, new laws and a number of other developments, the way we work with cookies is changing. The so-called “post-cookie era” is upon us. A future in which cookies are obsolete and other tracking methods will be used. In the context of Facebook and Instagram, the cookie-based Facebook Pixel is therefore affected by these developments. The alternative is the Conversions API.
What is the post-cookie era?
Cookies are considered the core technology of the Internet to store information about user behavior on websites. For example, they enable advertisers to carry out targeted retargeting and display personalized advertising. Due to increasing concerns about data protection in recent years, changing customer preferences, extensive browser restrictions, laws and court rulings have led to the elimination of cookies as a tracking technology.In particular, ad blockers or so-called ITP – Intelligent Tracking Prevention – have long since declared war on cookie-based tracking. In addition, cookies represent a partially outdated technology anyway. Typical challenges, such as connection problems or loading errors, already lead to reduced tracking quality.
Given this significant change in the industry, alternative solutions are needed in the long term. Keywords such as server-side tracking or cookieless tracking are often mentioned in this context and represent at least one possible solution.
More about the post-cookie era?Here.
How does the post-cookie era affect my advertising efforts on Facebook and Instagram?
In the world of Facebook and Instagram advertising, Facebook pixels were the method of choice when it came to tracking. In order to be able to measure the success of advertising measures across the boundaries of the platforms – i.e. on websites – the implementation of the Facebook Pixel is necessary. However, this is cookie-based and is directly affected by developments surrounding the post-cookie era.
Tracking via the Facebook Pixel will only be limited or no longer possible in the future. This has far-reaching consequences for all areas of Facebook and Instagram advertising. From restrictions in (re-)targeting to optimization and reporting, the effects can be felt at all levels.
What solution does Facebook have for this?
In order to address the new circumstances surrounding the post-cookie era, Facebook offers its own business tool – the so-called Facebook Conversions API. This tool allows customer actions on the website to be shared directly with Facebook via the server. This “bypasses” the problems of cookie-based tracking and continues to enable clean and accurate tracking.
What is the Conversions API and how does it work?
The Facebook Conversions API is a business tool that enables server-side tracking. Not only can web events be transmitted directly to Facebook via the server, but the data can also be enriched with offline events to get a more complete picture of the customer journey. The Conversions API is intended to enable tracking without third-party cookies.
How the Conversions API works differs with regard to the type of data transmission to the Facebook Pixel. The data is not transferred to Facebook via the web browser, but is first transmitted to its own server. Here the data can be enriched with additional information (such as offsite and offline events). These are then transmitted to Facebook via the API. Which data is ultimately actually shared with Facebook can be controlled via the intermediate step on the server.
It is recommended to use the Conversions API in combination with the Facebook Pixel.
Further information aboutWe have explained how the Conversions API works and its advantages in this blog articlesummarized.
How can I implement the Conversions API?
The Conversions API can be implemented in three ways: via a tag management system, a partner integration or a direct integration.Partner integration: As with the Facebook Pixel, Facebook offers the option of implementation via partner integrations. Quick integration can be done using plugins from Shopify, WordPress or PixelYouSite, for example. Customer data platforms (such as Tealium) or system integrations (for example via Zapier) can also be used. A partner integration for Google Tag Manager is now also available, which promises implementation in 50 minutes with instructions.
With partner integrations, Facebook offers all those companies a cost-effective and fast Conversions API implementation that cannot devote large resources to technically complex integrations. However, companies with the appropriate resources are recommended to rely on the following integration.Tag Management System: The Facebook Conversions API can also be implemented via well-known tag management systems, such as Google Tag Manager. The use of a server-side tag management system is necessary. The advantage of this integration, however, is that you can usually work in familiar system environments that are already used to install the Facebook Pixel.Direct integration: The most complex and cost-intensive integration of the Conversions API is probably the direct integration. This is an in-house or individual development that enables a direct connection between your own systems and Facebook’s API. This variant gives you maximum individualization and control.
For more information about implementing the Conversions API, we recommend taking a look at our Post-Cookie FAQ whitepaper.Download here now!
Does the Conversions API replace the Facebook Pixel?
If you follow Facebook’s official recommendations, the Conversions API can currently be seen as an addition to the existing Facebook Pixel setup in order to improve the tracking quality. Given the impact of the post-cookie era, the Conversions API will replace the Facebook Pixel as the central conversion tracking tool in the medium to long term. It is currently recommended to implement the Conversions API parallel to the pixel. It is questionable whether the Conversions API is already functional without Facebook Pixel.
