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MeasureSummit 2021 - Conversions API

This document provides an overview of Facebook's Conversions API (CAPI). CAPI allows sending event data from a server to Facebook without using the Facebook pixel in a browser. It has benefits like being able to track events further down the customer journey and define URLs associated with events. CAPI works via a pixel ID and access token sent in HTTP POST requests to Facebook's servers. Key aspects to set up properly include event deduplication and including event IDs to avoid duplicate event reporting. Common questions about CAPI involve whether to use it instead of browser events, what events can be tracked, and why events may not appear in test screens.

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Bobby Pham
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60 views32 pages

MeasureSummit 2021 - Conversions API

This document provides an overview of Facebook's Conversions API (CAPI). CAPI allows sending event data from a server to Facebook without using the Facebook pixel in a browser. It has benefits like being able to track events further down the customer journey and define URLs associated with events. CAPI works via a pixel ID and access token sent in HTTP POST requests to Facebook's servers. Key aspects to set up properly include event deduplication and including event IDs to avoid duplicate event reporting. Common questions about CAPI involve whether to use it instead of browser events, what events can be tracked, and why events may not appear in test screens.

Uploaded by

Bobby Pham
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Everything To Know About

Facebook Conversions API


Stockton Fisher - Greater Than Marketing
Who is this for?
What is the Conversions API (CAPI)?
“An optional method for sending
events to Facebook”
The Facebook Pixel

Website Facebook
Server to Server Technology

Server Facebook
What it’s not...
Not a way to bypass IOS 14.5 Limitations
Benefits
No Browsers
The “A” Word...
Track Events Further Down The Customer Journey
You Can Define The URL Associated With The Event
How does it work
Pixel ID and Access Token
HTTP POST

https://developers.facebook.com/docs/marketing-api/conversions-api/using-the-api
Payload Helper + Graph API Explorer

https://developers.facebook.com/docs/marketing-
api/conversions-api/payload-helper https://developers.facebook.com/tools/explorer/
4 Ways to set up Conversions API
Native Integrations
Automation Tools
Plugins And Other SaaS Tools

cAPI Connection
HubPlugin
Wordpress
Server-Side GTM

GTM Server-Side
The most important thing to get right
Event Deduplication
No Event IDs All With Event IDs
F.A.Q.s
F.A.Q.s
- Should I only use CAPI events and not use the browser events?

- What events can I send through Conversions API?

- What if my events don’t have an event_id?

- Why can’t I see my events in the test_events screen?


The Gate and The Doorman
Did Facebook Did Facebook
Receive The Event? Match The Event?
https://links.greaterthan.marketing/summit

Free Checklist + Services


THANK YOU

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