Facebook Conversions API (formerly known as the “server-side pixel”, also known as the “CAPI”) allows to create custom actions and events and pass them directly from a site’s servers into Facebook for attribution. It is difficult to track conversions reliably using majority of the off-the-shelf CAPI integrations or Facebook's Conversions API Gateway alone: it's not uncommon to see inaccurate statistics - higher or lower conversions numbers in Facebook Ad manager than the actual purchases or conversions figure, as well as low event match quality.
Inaccurate data and unreliable attribution do not only increase Facebook advertising costs and prevent getting a positive ROI from Facebook Ads, but eventually slow down business growth.
Facebook Conversions API by Able CDP fixes all common problems with sending conversions to Facebook Pixel (Meta Pixel) and improves event match quality by combining browser and server-side tracking and attribution, providing a powerful tools to understand how your ad spending drives sales and purchases.
Report on currently missing conversions that happen after browser analytics and tracking cookies expire or on different devices. Able offers built-in tracking to capture Facebook ad click and browser ids, associate them with customer details, store them in its customer data platform. Able Customer Data Platform then attributes conversions to these customers sources using customer identifiers such as email and sends conversions with complete match parameters to Facebook Pixel of Offline Event Set using Facebook Conversions API.
Able Customer Data Platform captures complete journey of each customer, allowing to understand how your customers buy and how segments perform across campaigns even on low volume experimental conversion data while you're still perfecting your pipeline. In addition to providing a built-in user interface to research individual customers' journeys, Able integrates with analytics platforms that don't have a 7-day conversion window limitation such as Google Analytics, allowing to understand and report performance of the campaigns.
Facebook Conversions API allows you to gain a more accurate picture of your Facebook ads. Use of Facebook Conversions API can improve your CPA by 13% across multiple verticals when setting up the Conversions API with the Meta pixel. It can also increase your lead to sale conversion rate by 20% by showing you which ads are optimized for your customer base. Connecting Able CDP to your Facebook Conversions API will ensure this helpful data is efficiently transferred to other analytics platforms you may be using, allowing for even better analysis of your marketing campaigns and customer journey.
Able is a low-cost solution that combines browser tracking with server-side API integrations, linking website activity and Facebook Ads click IDs with server-side sales to build a complete journey of each customer across website and back-office tools.
This allows to attribute 99% of sales to the correct ad click, as well as see full website journey of each individual customer from Facebook Ads and obtain data to inform strategy.
All of this without coding and complex manual set-up of the connection between Facebook Conversions API and other software. Able CDP already knows how to track Facebook Ads click IDs, associate sign ups with them, attribute conversions happening elsewhere and send them back to Facebook Ads Conversions API to facilitate platform's AI/ML ad delivery optimization.
Sign up for a free trial account
Install Able CDP tracking code on the website
Connect Able to your CRM, payment system or send custom conversions using its REST API
Connect Facebook Ads Conversions API to allow Able to send conversions attributed to the original ad clicks to a Facebook Pixel or Offline Event Set.
Changes to website conversions' tracking introduced in IOS 14 and WebKit browsers in 2020 affected many businesses with longer sales cycles. Luckily, their impact is limited and improved sales attribution allows to keep reporting sources of sales correctly in most cases, even when conversions happen weeks or months after the initial website visit.
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Conversions missing from Facebook Ads Manager is a common issue that many Facebook advertisers are facing. In this article we try to highlight two most common yet obscure reasons why transactions may be missing from Facebook and offer ways to solve Facebook tracking and attribution.
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Attributing conversions to Facebook Ads is a common task, however doing it with sufficient precision is hard. This article describes how conversion APIs work, why their use is essential and how different implementations can affect their performance. It describes common pitfalls why conversion APIs may not have delivered the desired result and documents approaches to fixing this.
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“A valuable insight we've got because of using Able Customer Data Platform is that display ads aren't working for us at all... we've been wasting money for years on paid display ads.
Before Able we'd be excited about every lead or email that came through, but after the last year we've determined that those don't convert at all.
And so we've been focusing on paid search, which does have return on investment.”
— Bryan Brinton, Co-Founder, Aluvii Software