This year, Facebook advertisers have experienced newfound challenges in reaching target audiences due to iOS 14 updates that now require users to opt into tracking and data-sharing across the platform.
This, combined with ad blockers, the depreciation of the cookie, and other browser-based masking tools has dramatically reduced the amount of data Facebook can then use to target, measure, and optimize performance.
Even with iOS updates aside, Facebook still expects all major browsers to block or significantly limit third-party cookies in the future.
So what are marketers to do? Here is a closer look at the shakeup created by iOS 14 and how the Facebook Conversions API can assist with better targeting and performance attribution.
The iOS 14 impact
Perhaps the most impactful component of the iOS 14 update was that it required Apple users to opt into data tracking for every app engaged, including Facebook– a step that was previously defaulted as permitted, providing rich data for targeting and measurement.
Because Facebook as an app (and as a company) is so widely distrusted due data misuse, the majority of users are opting out of permissions for Facebook that they might be granting to other platforms.
This has predictably had a big impact on the reach of marketers. Where you used to be able to easily reach millions of users based on behavior alone, you now have far more limited access to do so. For advertisers, this has negatively impacted audience reach, cost per action, and overall performance – and many are worried this may be the new normal.
Thankfully, the Facebook Conversions API offers an effective solution to this issue, creating a new way to fill in the data gaps left by the iOS 14 update and providing businesses the necessary visibility to continue to drive growth.
What is the Facebook Conversions API?
The Facebook Conversions API works with the Facebook pixel to ensure you have all the data you need to run successful and high-performing ads on the platform.
The Facebook pixel tracks data through users’ browsers, but it has grown increasingly ineffective as users have installed blockers to disallow tracking and as issues like crashing browsers and poor connection have caused loss of data. The release of iOS 14 further accelerated its ineffectiveness.
While the pixel is a browser-side tool, the Conversions API is a server-side tool, meaning it allows you to track conversions through your website’s server rather than through your customers’ browsers. The Conversions API also does not rely on cookies, meaning your website visitors’ browser settings and performance have no impact on its tracking capabilities.
In working together with the pixel, the Conversions API creates a direct and reliable connection between marketing data from your website or CRM and Facebook, improving the accuracy of tracking by capturing data that would otherwise be lost if relying on browser events alone. This data helps power ad personalization, optimization, and measurement to ensure your ads are shown to those most likely to be interested in them.
The Conversions API allows you to track web conversions, post-conversion events, and page visits, providing greater insight into your sales funnel by allowing you to incorporate information like CRM data and qualified leads.
The Conversions API provides data required for:
- Ad targeting
- Ad reporting
- Audience insights
- Dynamic ads
- Conversion optimization
Benefits of the Conversions API
The Conversions API provides numerous advantages for Facebook advertisers, including:
- Reduced cost per action – The Conversions API creates a more reliable connection to help the delivery system decrease your cost per action, in addition to sending better data to the Facebook algorithm to ensure your ads are served to the right prospects.
- Increased optimization for low-funnel conversions – The Conversions API helps Facebook show your ads to the customers most likely to generate revenue for your business.
- Improved measurement – Achieve better measurement of ad performance and attribution across the entire customer journey while gaining a better understanding of how your ads impact both online and offline results.
- Increased data control – Gain more control over what you track within Facebook, such as profit margins and customer value.
Regain control of your Facebook ad campaigns with PlusMedia
We know there may be some hesitancy to trust Facebook moving forward, but doing so is the best way to improve ad performance and drive results. There are several different ways to set up the Conversions API depending on the platforms you use and the technical capabilities of your business, from ecommerce platform and partner integrations to a direct integration using back-end code.
PlusMedia has extensive hands-on experience implementing the Conversions API for our clients and has seen gains in efficacy as high as 40-50% after setup. Our team of digital experts are prepared to address any concerns with setup and implementation, whether through partner integration or web development.
Contact us today to regain visibility of your Facebook ad campaigns and optimizations.