Improve your conversion rate with Facebook CAPI and Commanders Act!
In a context where tracking is becoming more complex, advertising agencies must address the decline in collected data with new tools. That’s why Facebook has launched its Conversion API, Facebook CAPI, to enable businesses to ensure data privacy while offering enhanced experiences to consumers.
What is Facebook CAPI?
While Facebook Pixel was the standard until 2022, it had limitations as it relied on third-party cookies, which are set to disappear completely by 2024. Additionally, the rise of ad blockers significantly contributes to the decrease in collected data volume.
To ensure continued digital performance, Facebook has introduced a new tool: Facebook CAPI – Facebook Conversions API.
This is an API (Application Programming Interface) based on first-party data – and therefore independent of third-party cookies – which will allow businesses to better track conversions while maintaining better control over the data received and sent to partners.
How does it work?
When a user performs an action (such as “add to cart”) on the website, the event will be sent to Facebook through the website’s server, rather than from the user’s browser.
This results in better performance evaluation and ad attributions throughout the customer journey (from prospecting to conversion) and better understanding of online and offline results.
Some of the “server” events tracked by Facebook CAPI include:
- Web conversions (purchases or form submissions)
- Post-conversion events (e.g., contract signing)
- Page views on a website
What are the advantages of Facebook CAPI over Facebook Pixel?
Apart from bypassing third-party cookies and ad blockers, Facebook CAPI enables digital teams to improve their performance on several levels:
- Improved tracking: The API provides a comprehensive view of the funnel, giving businesses more insights into user behavior.
- Better conversion attribution: By collecting more information, conversion attribution becomes more accurate.
- Enhanced performance: The API helps better understand behaviors and consequently target audiences more effectively, leading to increased ROI for digital campaigns.
- Marketing investment optimization: With Facebook CAPI and improved user behavior tracking, customer knowledge grows, enabling digital teams to make more precise investment decisions by segment.
- More reliable control: Over received and transmitted data.
Configuring Facebook’s Conversion API
- To configure Facebook’s Conversion API, you first need a Facebook Business Manager account, in which you’ll create a new pixel via the Events Manager.
2. Next, you need to create a web pixel and select the connection mode:
Through its destination catalog, the Commanders Act platform enables direct data exchange with Facebook CAPI. Configuration can be done in just a few clicks.
Combined with Commanders Act, Facebook’s Conversion API offers several advantages:
- Quick setup on the Commanders Act platform
- Automatic Cleaning and Encryption: The Data Cleansing function available on the platform standardizes and reformats data as needed to ensure quality. The platform also encrypts necessary data to maintain data confidentiality. This provides complete control over incoming and outgoing data.
- Enhanced campaign performance: By significantly increasing collected data volume and ensuring its quality, segmentation becomes more precise, leading to more effective campaigns.
