The Facebook conversion API is yet another magical feature present in the Facebook data toolkit that can assist marketers in tracking business data online. The tool along with the Facebook Pixels can bring revolutionary data information to build campaigns, strategies, products and other relevant matters for the market.
Earlier, the Facebook pixel was enough for data tracking, improving performance and designing plans for the brand. With the increasing use of ad blockers, cookie blockers and other tools to mask certain essential tools, Pixels alone got less effective with its functions. Hence, creators developed the Facebook APIs to boost its productivity on the digital platforms.
We have discussed marketing campaigns that work with custom audiences, targeting the right markets and locating relevant target markets but with blockers and masking techniques, devices can easily hide essential data that are important for business. This indicates that there can be less information about consumers interacting with one’s business, the type of interaction, their interests and other details. This may affect ad targeting and functioning but with the APIs around everything is just working fine.
What are Facebook APIs?
Facebook API was previously known as the server-side API that functions by tracking conversion data through the website’s server, unlike the Pixels that work on user’s browser. To understand the working mechanism of the Facebook API we need to know about the Facebook pixels that help gather information related to user’s movement online.
The Pixels extract data from the browser of the user that can be easily hampered by blockers. These days, users tend to place ad and cookie blockers along with masking tools to restrict data tracking software to work on their conversion information. These trackers take information on the clicks, website visits and other essential information of users, therefore, they tend to stop the same for various privacy concerns. At times these browsers lose connection and pathways thereby causing loss of data. This is the exact place where Facebook APIs support the complete process.
The Facebook API tracks the browser pixel events instead of server events to fetch data sets for business needs. Contradicting the functioning of the pixels these APIs tracks from the website server instead of the customer’s browser hence, making the data extraction an independent process.
One of the best attributes of the API is that it doesn’t depend on any cookies to function due to which the performance is not affected. The Facebook conversion API makes data extraction more efficient and effective besides improving the quality and accuracy of the data procurement.
Tracking with Facebook API
Out of a diverse range of data and information, APIs can track and extract data that will assist in ad reporting, ad targeting, audience insights. Conversion optimization of Facebook ads and dynamic ads. These are also well designed to track offline events like in store sales, visits etc. besides app events and business information such as profit margins.
Facebook API can track three major data types and they are:
- Page visits
- Web conversion
- Post conversion events
All of these provide better data insights that can assist marketers gain strong leads and potential customers for their brands.
Significance of Facebook APIs
Facebook API plays a significant role in boosting the overall tracking performance of the program that supports the exchange of crucial information, data insights and valuable user experience. All social media marketing tools are powered by these APIs as without them it is not possible to track, optimize and control the data flow of the websites for better working and results. There are several important features that can be enhanced and improvised with Facebook API and they are:
- Expanded benefits of Facebook marketing tools
- Tracking information and data from a website server to the analytics and monitoring tools
- Easy email marketing campaigns to gain customer ids, information and subscription list
- Adding social media sites to the main website page
- Optimizing social shares of posts on Facebook
Marketers must incorporate the Facebook API tools to get better access of everything on social media platforms besides just the data and insight.
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