How Does Facebook’s Conversion API Help Advertising Results?

Facebook Ads is the most popular online advertiser platform in the world. Facebook reports that more than two billion people can be reached to their advertising platform. That equates to nearly 1/3 of the entire world population. All kinds of businesses can use Facebook Advertising to reach their target audience. 

However, new data privacy laws have hindered the impact of Facebook advertisements. The method behind Facebook Ads is simple. Facebook allows advertisers to plant pixels on their websites and landing pages. By doing so, they can track how many people are visiting their websites from created ads. 

Many internet users use software to block cookies, making Facebook pixels ineffective. Thus, Facebook’s conversion API has become a trusted alternative. This guide will teach all you need to know about this conversion API and why you should start using it. 

What is Facebook’s Conversion API?

To understand what Facebook’s new conversion API is, you’ll first need to know how the pixel works. Facebook implemented the use of pixels to help advertisers track the performance of their ads. However, there are several disadvantages to using Facebook pixels, such as:

  • Internet users who use cookie-blocking software can prevent pixels from tracking their sessions on advertiser websites.
  • Apple’s recent iOS 14 update significantly restricts advertisers from tracking pixels on their devices.
  • Facebook has reported that they expect most browsers will either block or restrict cookies by at least 2022. 

As you can see, there are many drawbacks to using Facebook pixels. This is why Facebook has introduced its conversion API. While Facebook pixels are used on browsers, its conversion API is used on a website’s server. This means that internet users can’t use their browser to prevent you from tracking their movements across the web. 

This conversion API helps to elevate the performance of your ads by providing more complete data and make more accurate decisions. 

What Data Does This Conversion API Track?

By relying on this conversion API, you can track three primary kinds of data, such as:

  • Online conversions, which include both signups and sales.
  • Events that happen after conversion, such as approval for an auto loan.
  • Website traffic

By collecting this information, the conversion API is much more powerful than Facebook pixels. You can use these Facebook advertising tools to track qualified leads down your sales funnel more than Facebook pixels. You can also use this API to receive important data for:

  • Advertising reporting
  • Dynamic ads
  • Conversion optimization
  • Audience insights

The conversion API allows advertisers to integrate helpful data to measure the value of leads and profit margins. 

What’s more is that there are particular versions of this conversion API that can be used for mobile apps. This allows advertisers to track the movements of leads throughout their apps, and even offline sales and store visits. 

Why You Should Start Using the Conversion API

It’s already been stated that this conversion API can allow for more complete data reporting. Still, there are so many more benefits of using Facebook’s conversion API. Here are some reasons why you should implement this tool in your digital marketing strategy:

Ability to Save More Advertising Dollars:

Facebook pixels are losing their ability to track audiences. With less data, advertisers make ill-informed decisions and waste their money. The conversion API offers more complete data reporting. This, in turn, allows advertisers to make smarter advertising decisions, such as when to pause ads and when to completely discontinue them. 

Using the conversion API also helps advertisers know which ads are producing high ROI, and which ads are hampering their advertising spend. Ultimately, the conversion API will help you save and make more money from your ads. 

Enhancing Audience Targeting:

Many advertisers use a marketing strategy known as retargeting to reconnect with people that have already interacted with their ads. This strategy only works if there is accurate tracking data to show the most likely leads that will convert. With the conversion API toolkit, you can identify more opportunities to convert cold leads.

Reducing Cost-Per-Action:

Cost-per-action (CPA) is a Facebook ad setting that allows advertisers to only pay when ad viewers perform specific actions. This setting is useful when advertisers want to impact how much they spend when leads take certain actions, such as link clicks compared to impressions. 

The conversion API helps in this regard by sending more accurate data to Facebook. This allows for better tracking, ensuring that your ads are delivered to the most qualified leads. 

 Should You Hire a Facebook Ads Agency Instead?

The conversion API was designed to help advertisers track important data. Since pixels can easily be blocked by browsers and internet users, this tool helps collect essential data needed to create effective campaigns. Nonetheless, the more data you collect doesn’t necessarily mean that the likelihood of your campaign’s success will improve. 

If you lack the time and expertise to navigate your Facebook Ads campaign, it’s best to hire an experienced agency to do the work for you. Hiring a Facebook Ads agency is beneficial for the following reasons:

  • You can spend your time and energy running your business while a team of professionals can handle your campaign. 
  • You can achieve a far higher ROI compared to doing the work yourself. 
  • You can hold someone accountable if your campaign doesn’t go the way you planned. 
  • You can save money in hiring an agency compared to an entire team to manage your campaign. 

Combined with using the conversion API, hiring an agency is very important to receiving the type of results you want for your campaign. Of course, you’ll need to properly vet the agency you hire to avoid wasting even more money on the wrong hire. 

Book a Call Today!

Facebook ads are a widely-used platform that allows advertisers to track leads across the internet. This type of technology, placed in the right hands, can allow you to convince potential customers to buy your products and services. If you’re interested in using Facebook Ads for your business, contact us to book a call with a member of our team. 


Grab this guide if you need effective techniques to minimize your Facebook ad costs.


Results-driven, dynamic Director of Sales & Marketing turned Certified Master Marketer, Tammy uses all of her digital marketing smarts for good…she has managed millions of dollars in top-line revenue and hundreds of thousands of dollars in advertising spend while consistently generating a 2:1 return inside the Facebook & Google Ad platforms. Follow Tammy on Facebook & Instagram.

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