Guide to connecting Conversion API + Pixel Meta/Facebook
The conversions API is designed to create a direct connection between your marketing data and systems that help optimize ad segmentation, reduce cost per action, and measure results in Meta technologies.
How the Conversions API works:
The Conversions API is designed to create a direct and reliable connection between marketing data (such as website events and offline conversions) from your server, website platform or CRM and Meta. That marketing data helps improve the personalization, optimization, and measurement of ads in Meta so that ads are shown to people who are most likely to consider them relevant.
Benefits of using the Conversions API to send website events:
The Conversions API can help you achieve the following:
- Lower the cost per action as a result of better connectivity. Browser loading errors, connectivity issues, and ad blockers affect conversion API data less than data from the Meta pixel. When you use the conversion API together with the pixel, the connection becomes more reliable. Thanks to this, the delivery system lowers your cost per action.
- Optimize your ads based on the actions taken at the end of the customer journey. Some examples of these events are actions taken after a purchase (such as subscriptions), actions taken in stores, or even customer ratings. This information helps Meta show your ads to customers who are likely to be profitable and generate value for your company.
- Improve measurement. The Conversions API can help you better measure attribution and ad performance across the entire customer journey, from discovery to conversion. This is useful for better understanding how digital advertising impacts both online and offline results.
- Lower the cost per action as a result of an increase in event matches. Your marketing data is more efficient when it can be linked to accounts in Meta technologies. With the conversion API, you can include additional customer information parameters to increase the number of event matches and their quality. Learn more about how to view and improve the quality of event matches.
- Increase data control. If you implement the conversion API separately from the pixel, you get more control over what you share and when you do it.
Configuration:
Access the Event Manager in Meta Business Suite: https://business.facebook.com/events_manager2
Select the desired account in the selector at the top left:
Click on Connect Data Sources
Select Web and continue
Enter a name and continue:
Enter the web address of your website, deselect Integrate with Google Tag Manager and continue.
Select Conversions API and Meta Pixel and continue
Close the last window (X):
Go to Settings and copy the Pixel ID
In Settings, scroll down to Set up manually and click on Generate access token
Copy the generated token:
Enter the Pixel ID in META Pixel and the token in META Token and save to finish.
Ready! You will begin to receive information.