Facebook Ads and the Transition to Conversions API
To say 2020 was an unpredictable year for online advertising would be an understatement. When it comes to Facebook Advertising, there have been various advances in the past. With heightened security from Apple and Firefox, advertisers can no longer keep an eye on off-platform activities. In fact, even Google intends to eliminate user-specified cookies by 2022.
CAPI and the New-Wave of Live Shopping
Now that users can block data-sharing altogether, it behooves smart advertisers to transition to Facebook’s Conversions API (CAPI). The future of eCommerce is bright, but it’s brightest for etailers who take an advanced and proactive approach to tracking and attribution.
At its core, CAPI is an upgraded version of Facebook’s SSAPI (Server Side API). It allows etailers to add integrations and enables assistance from third-party apps. The objective of CAPI is to simplify and improve the accuracy and lifespan of Facebook attribution data. Using it provides the best chance at maximizing accurate insights to inform your marketing campaigns.
The Urgent Need to Transition to CAPI
The reality of digital marketing these days is that Facebook ad targeting can no longer be as granular as in the past, particularly in a post-iOS14 world. Browsers have already begun blocking third-party cookies. But unlike cookie data, the server-side data capture doesn’t rely on browsers to traffic that data. This data flow to and from the server will become increasingly essential in the coming years. It is particularly relevant for subscriptions, as the revenue events that contribute to cLTV occur well after the 7-day tracking limit of pixels going forward. CAPI allows for events and data registered on your servers to properly train the algorithm.
After Implementing CAPI
Once Advertisers implement CAPI, they can continue to monitor conversions and gather insights such as the Facebook ad campaign performance. It will allow you to better track real-world consumer behavior, while also passing back much-needed conversion events and data signals back to the algorithm, which in turn helps Facebook’s algorithm to optimize your audience, budgeting, bidding, and much more.
In time, advertisers who only use the browser-dependent pixel won’t be able to gain the same insights as those who also use CAPI. Think of it as a new approach to generate leads, get more signups, and boost overall sales.
Transition and Integration Process
You can integrate CAPI through a host server like Shopify or choose manual integration. Shopify integration is much easier and takes a few minutes to set up, while manually implementing CAPI will require developer resources or a tech partner. CAPI and traditional web-based pixels can work hand-in-hand, and you don’t need to choose between them. Facebook will automatically de-duplicate results between pixel-reported data and CAPI data. Remember, Conversions API is significantly better than pixel due to user-specific privacy measures.
It is vital for marketers and brand owners to understand the paradigm shift in privacy and the use of data across social media platforms. In fact, the current shift in social retail and live shopping will increase over time. As digital marketing change gears, it is crucial to be aware of the best ad practices. Progressive brands that follow the data in search of results, and become more adaptable, will be able beat their competition.
There may be no shortage of advertising agencies in Los Angeles – and it makes all the more difference to choose the Facebook marketing agency that can navigate your CAPI implementation, optimize your ad performance, and improve data insights.