The world of digital ads is changing rapidly. Internet users have always been concerned about personal privacy, and data privacy has attracted more and more attention and has become a hot topic.
Apple’s iOS 14 policy allows iPhone users to better control whether they want to share personal user data with APPs or ads. Not only that, but Google soon bans on third-party cookies also affect the effectiveness of data collection and ads.
These changes will have a significant impact on digital ads, but don’t be nervous, there is a solution. In response to Apple's iOS 14 policy and the prohibition of third-party cookies, Facebook launched the Conversion API (CAPI), which provides advertisers with another way to track advertising data.
If you are planning to use Facebook Ads to promote your business, you must know the following information, including what is the Facebook Conversion API (CAPI), what you can do with it, how it is different from Facebook Pixel, and how to set the conversion API.
What is the Facebook Conversion API (CAPI)?
In order to maintain data privacy and still be able to deliver personalized ads to users, Facebook launched the Conversions API (CAPI).
Conversion API is one of Facebook Ads tracking tools, allowing digital marketing agency Indonesia to use server-side data tracking instead of browser-side tracking data. It relies on first-party data instead of third-party cookies.
Simply put, the Facebook Conversion API can help track, attribute, and improve data accuracy. Using it in conjunction with the Pixel will help social media marketing agency Jakarta to collect more and more reliable and useful data, and collect more complete ads data and it will help to improve the effectiveness of Facebook Ads for your business.
Why must I use the conversion API (CAPI)?
Many social media agency Indonesia is currently using Pixel to collect website user data, and pixels rely on cookies to identify user behavior on the website.
In 2017, Safari launched Intelligent Tracking Protection (ITP), and first-party cookies would be blocked. Even Google Chrome, which has a global browser market share of 64%, announced that it will limit the effectiveness of third-party cookies in 2023. This is no exception to Firefox, and all major browsers are joining the ranks.
How do restricting third-party cookies affect digital ads?
Assuming that customers website activities and preferences cannot be fully understood, it will be difficult for companies to:
・Retargeting to audiences who are interested in the product.
・Place ads that are relevant or interesting to users.
・Effectively optimize ads and get more conversions.
・Accurately track advertising data and judge effectiveness.
Simply put, if there is not enough conversion data, social media marketing agency Indonesia customer acquisition costs will rise.
How does the Facebook Conversion API (CAPI) work?
After integrating the Facebook conversion API with the website, when a user clicks on your ads, Facebook will generate a unique ID for the user. When a user browses different pages on the website, the server will track the user through this ID and record their behavior (form submission, checkout, purchase, etc), and then the server will send this user ID to Facebook what they have done.
This will not only collect data about Facebook Ads but also protect user identity and privacy, which can also help to increase the conversion rate of Facebook Ads.
If you need more information regarding Facebook Conversion API (CAPI), please contact social media marketing agency Jakarta, Tomato Digital Indonesia.
