In this deck, our Creative Director Becky walks through everything you need to know about Facebook's Conversion API – and we promise it's not as dry as it sounds! You could see your conversions swiftly improve – especially after Apple's iOS14 update caught some businesses out. Leaf through our slides to learn more.

1. All you need to know
about the Facebook
Conversions API

2. Before iOS 14
Facebook tracked users by default
through a unique device identifier,
which followed users around from
one app to the next.

3. But now…
With iOS 14.5, apps must ask your
permission when they want to track
you across apps and websites
owned by other companies.

4. The impact? Opt outs
First indications are that just 25% of users are
opting in to tracking…. Yikes.
US data shows only 4% are opting in to being
tracked.
Facebook won’t say how many people have
opted out (which suggests it’s high!)

5. The impact: the FB pixel
The pixel is giving a lot less
information about how iOS users
interact with your business.
If someone clicks through to your
website from Facebook, you might
not know.

6. The impact: ads
We have seen retargeting
audiences decreasing and niche
audiences underperform.
CPCs have gone up and
conversions have fallen off a
cliff.

7. Facebook aren’t happy
It’s been a pretty bad time for small
businesses that can’t put big
budgets behind Facebook for
experimenting while they go
through this journey.

8. Facebook’s solution
Conversion API!
The Facebook Conversions API
works with the Facebook pixel to
ensure you get all the data you
need.

9. But what does the pixel do?
The Facebook pixel is a
browser-side tool.
That means it tracks data through
the user’s browser.
The browser is also where the user can
install cookie blockers.
Browsers crash sometimes, losing data
pathways. They can also lose data when
connections are poor… so not ideal.

10. So what’s the Conversions API?
The Facebook
Conversions API,
by contrast, is a
server-side tool.
It allows you to track conversions through your
website’s server, rather than through your
customer’s browser. Instead of tracking “browser
pixel events,” it tracks “server events.”
The conversions API does not rely on cookies. That
means your website visitors’ browser settings and
performance don’t affect its tracking capabilities.

11. In summary
● The conversion API works with
the Facebook pixel.
● Captures data that would be
lost if relying on browser
events alone.
● Provides more complete data
for ad optimisation.

12. The importance of the API
Marketing strategies like retargeting only work when your
tracking works effectively.
Without the conversions API, you might miss the
opportunity to convert some of your most likely
prospects.

13. The importance of the API
We’ve seen the Conversions API help reduce the cost
per action of Facebook ads dramatically, as it enables
better data to be sent to the Facebook algorithm.
This ensures your ads are served to the most
targeted potential customers.

14. Check the API is enabled
Navigate to Events Manager within your Facebook ad account to view
the pixel. Under Connection Method, it should say ‘Browser-Server’.
Remember, the ‘Browser’ is the pixel, and the ‘Server’ is the
Conversions API.
If it’s not set up, it’ll just say ‘Browser’.

15. How to get set up
How easy it is to get the Conversions API set up depends on the platform
your website’s built on. Facebook integrates with a number of CMSs,
which in some cases, can make it simple as clicking a button.
If your website is more bespoke,
it’s likely you’ll need to speak to a
developer about manually
implementing the API.

16. Want help getting set up?
Need a team to make paid social work
for your business?
Get in touch today:
hello@launchonline.co.uk
01392 325371