Understanding Facebook Conversions API: Why it matters to setup today

There’s a lot of talk about Facebook Conversions API these days, but very few actually understand what it is—and why we wouldn’t just stick to the familiar Facebook Pixel.

Are you also a bit unsure about all of this? Read on and get a better understanding.

The problem with Facebook Pixels

To understand why Facebook Conversions API is being discussed so much, we need to understand why the standard “pixel” is being talked about less.

As I write this article, the infamous iOS 14.5 and several other updates have been rolled out. This update gives Apple device users the option to avoid being tracked and monitored as before.

Combine this with the increasing prevalence of AdBlockers, and your data in Facebook Ads Manager becomes increasingly incomplete. That’s where Facebook Conversions API comes into play.

Facebook Conversions API vs. pixel

Unfortunately, Facebook Conversions API cannot entirely replace the traditional Facebook Pixel. The limitations introduced by iOS 14.5 impact it in a similar way as they do the Pixel. However, we are talking about it now because we want even more data as we are provided with less and less. The way we achieve this is by using multiple tools.

Unlike Facebook Pixel, Conversions API can, for example, track data even if a user has an AdBlocker enabled.

So, what is Facebook Conversions API?

Facebook Conversions API sends data to Facebook Ads Manager about your users’ actions on your website (much like Facebook Pixel). It does this by not relying on cookies but instead tracking “events” or activities.

How do I set up Facebook Conversions API?

There are several ways to set it up. I prefer setting everything up through Google Tag Manager as it consolidates everything there.

Below is a video that clearly shows how to set it up using Google Tag Manager.