Facebook Conversions API: what it is and 4 setup options

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What is the Facebook Conversions API? Together with the Facebook pixel, it is a way to send events that a visitor takes on your e-shop to your Facebook advertising account. It allows a direct connection between your marketing data and Facebook systems. This data helps you optimize ad targeting, reduce your cost per action (conversion), and measure results.

The Facebook Conversions API is designed to provide a direct and reliable connection between Facebook and marketing data (such as website events and offline conversions) from your server, CRM, or web platform. The marketing data is then used to personalize, optimize, and measure Facebook ads so that your ads are shown to people who are likely to be interested in them.

There are several different ways to set up the Conversions API. Many integrations can be set up without a developer . If you're using an e - commerce platform like Shopify , setting up the Conversions API is a matter of a few clicks.

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Why set up the Facebook Conversions API when you already use the Facebook pixel?
The Facebook pixel is a very useful tool for tracking marketing data on Facebook. Unfortunately, its effectiveness has been declining in recent years.

Facebook Pixel works by running a JavaScript code in the body of the page when viewed by a browser, which then sends the event to your Facebook advertising account . Everything works fine until the visitor installs an ad blocker , cookie blocker , or other tool to mask online activities that has the ability to block these JavaScript codes. It is generally estimated that these blockers prevent 10 to 30% of events from reaching your advertising account , so you are losing valuable data.