Conversions API is a Facebook Business Tool that lets advertisers share customer actions from their servers directly to Facebook. CAPI works alongside the Facebook Pixel to help advertisers improve the performance, measurement, and data collection of their Facebook ad campaigns.
CAPI capabilities and measurement
Facebook explains that advertisers can use the Conversions API to:
Measure customer actions in more ways, giving you further visibility into your customer’s full journey.
Share data with Facebook more reliably than through browser-based methods.
Help improve the accuracy of information sent for targeting, measurement, and optimization.
Control the data you share with other tools and when you share it.
Access more insights into your customers throughout the marketing funnel.
CAPI moves conversion tracking from the client-side to the server-side.
In other words, CAPI lets you send the data you capture from your tools and platforms to Facebook Ads Manager. When you use the Facebook Pixel, Facebook collects the event and conversion data. With CAPI, you collect your own data, such as customer IDs or purchase events, then share that data with Facebook.
This server-side tracking is a more accurate way to track actions and attribute them to Facebook campaigns. In situations where the Facebook Pixel might be blocked by privacy controls, CAPI can still track conversions.
For more information related to CAPI you can read more on this article.
On the following lines we’ll describe how to set up the Facebook pixel and the Conversion API service.
Set Up Facebook Pixel
First we need to get our Facebook Pixel ID located in the Facebook Events Manager, once there we’ll find the pixel code in the right top side of our screen.
We need to copy this value, then go back to our WFIO instance and select the Facebook Pixel tag option from the list, we create a name for the tag, we paste the pixel id and click on save.
