Solution Overview for Business Users / Version 2506.0
Table Of ContentsThe Facebook Conversion API (Conversions API or CAPI) is a tool provided by Facebook that allows businesses and advertisers to send customer interaction data directly to Facebook’s servers from their own servers. This API is designed to complement and enhance the tracking capabilities provided by browser-based methods, such as the Facebook Pixel.
Key features and aspects of the Facebook Conversion API include:
Server-Side Tracking: Unlike client-side tracking methods that rely on browsers and cookies, the Conversions API operates on the server side. This means that data about customer events, such as purchases or form submissions, is sent directly from the business’s server to Facebook.
Enhanced Privacy Compliance: As privacy regulations evolve, there are increasing limitations on browser-based tracking methods. The Conversions API can help businesses comply with privacy regulations by providing an alternative method of sending customer event data without relying solely on cookies.
Cross-Device Tracking: The Conversions API helps improve cross-device tracking accuracy. By sending data directly from the server, businesses can gain a more comprehensive view of customer interactions that occur across multiple devices.
Offline Events Tracking: Businesses can use the Conversions API to track offline events, such as purchases made in physical stores, phone orders, or other interactions that are not solely online. This feature allows advertisers to measure the impact of their online campaigns on offline conversions.
Custom Event Tracking: The API supports the tracking of custom events and actions that are specific to a business’s objectives. This flexibility allows businesses to define and track events that matter most to them.
Reduction of Data Loss: Server-side tracking can help reduce the likelihood of data loss associated with factors such as ad blockers or browser settings that may affect client-side tracking.
Enhanced Data Accuracy: Direct server-to-server communication can provide more accurate and reliable data compared to relying solely on browser-based tracking methods.
It’s important to refer to Facebook’s official documentation for the Conversions API to get detailed information on implementation, supported events, and any updates or changes to the API.
At this moment, CoreMedia already use this API to send offline conversions and track special events. To accomplish this, you should set up a new connection in the CoreMedia Integration App, specifying the authentication, and mapping the corresponding actions for synchronization.
