Four Key Benefits of the Facebook Conversion API

Companies worldwide are always looking for ways to make their advertising more effective and close more sales. According to Mastercard Economics Institute, consumers across the globe spent $900 billion at online retailers in 2020. Several companies are investing large amounts of revenue into digital advertising to capture a portion of this massive market.

One of the ways they’re able to keep track of their progress and get a good idea of how well ads are doing is through the Facebook Conversion Application Programming Interface (API). In the past, companies used Facebook Pixel to accomplish this, but with the rise of privacy concerns, browser restrictions, adblockers, cookies are on their way to becoming an old relic.

To meet this market shift and a need to fulfill customer needs, businesses have taken advantage of Facebook Conversion API. Perhaps you’re considering shifting to this tool for your data needs, but you don’t know if it’s worthwhile. Don’t worry, we have you covered as we highlight four key benefits of the Facebook Conversion API below. 

What is Facebook Conversion API? 

Facebook Conversion API is a native Facebook tool that gives your team the power to share key web and offline events and customer actions from your server directly to Facebook’s server. This valuable tool was formally known as the Facebook Server-Side API.

Every visitor who clicks on a Facebook ad is assigned a unique ID to the server, which allows the platform to track their behavior. The server sends this data back to Facebook Conversion API, where information such as links clicked, subscriptions, items added to cart, and more can be effectively analyzed.

Your data team doesn’t have to worry about Facebook Pixel being blocked by loading error, connection issues, a VPN, or browser restrictions. Instead, you’ll gain a more complete view of your data, be able to make more intelligent decisions for your business, and create more personalized ads for consumers. 

Personalized Campaigns 

An appealing benefit of the Facebook Conversion API is the ability to create more personalized campaigns. Facebook Conversion API tracks many data points such as abandoned carts, subscriptions, links clicked, and more. Your advertising team can take this information and craft more targeted email campaigns with relevant ads.

You can make your ads more personalized for your potential customers and retarget preexisting customers with related products the second time around. Business leaders can optimize their resources towards ads that are more likely to convert visitors into customers and use visual reports to get a deeper look into their consumer base. 

Data Accuracy 

Another attractive benefit of Facebook Conversion API is the consistent data accuracy. Companies are constantly combating the threat of data decay and inaccurate data within their systems. Teams don’t have to worry about this issue since data is shared directly with Facebook’s server instead of the browser.

This maintains a higher level of data accuracy across the board. Facebook Pixel is helpful for several data needs but relies on the browser, which can crash at any time and significantly reduce the accuracy of your organization’s data. 

Fast Load Times

One of the essential benefits of Facebook Conversion API is faster page loads. Facebook Conversion API utilizes server-side tracking, optimizing tracking tasks and freeing the browser. You no longer have to worry about the old days of Facebook Pixel’s browser wasting power or taking a long-time tracking script.

This helps website page load much faster than usual, frees up your data team to be more productive, and business leaders can make more intelligent decisions in a matter of minutes. Another added benefit is reducing tracing errors usually found in browser-side tracking. 

Data Control 

Another big benefit of Facebook Conversion API is the wide range of data control. Other data platforms, tools, and services, such as Facebook Pixel, give you limited data control and accessibility for the teams within your organization. You can share your data events in real-time, which helps your teams become more efficient and organized and stay on the same page. Businesses can free up their time to allocate to other tasks, such as building data models. 

Conclusion

The Facebook Conversion API is becoming embraced by more companies worldwide, and for a good reason. Cookies are slowly becoming outdated and companies have had to shift gears to collect valuable customer data. Facebook Conversion API helps businesses improve ad performance, collect data, and gain actionable insights from their reports.

Facebook Conversion API has many benefits, including personalized campaigns, a high data accuracy rate, fast page load times, and a significant amount of data control. These are only four benefits of the Facebook Conversion API highlighted above. Still, it’s worth the investment if your business wishes to evolve with the times and optimize its ad performance.