Meet and greet: Meta Conversions API
We got a little poetic and romantic in our intro, but you know, the mood… In addition to that, it is never a bad idea to add some emotions to the dry marketing world of numbers and profits. Getting back to those two, by the way, the Meta Conversions API is definitely a tool that can help you enhance ad performance, maximizing ROAS at the same time, but it is not a magic wand you can pull out of your pocket whenever you need. It is a serious setup, and before starting to dissect Meta CAPI, we must touch on the topic of server-side tracking.
An introduction to server-side tracking
If you have never heard about server-side tracking, you are likely to have issues with analyzing the data about your clients (even if you do not know about them). The common approach to gathering the clients' information via a web pixel and sending it to the analytical platform is not as effective as it used to be. There are several reasons for that:
- ad blockers many people install as addons in their browsers may often block tracking scripts;
- the rising trend for improved data security makes developers add security protocols to their browsers, which can also stop the pixels from execution;
- client-side tracking becomes even dangerous after all, as you may share your client's data with a third-party platform and then get legal problems because this is not allowed according to GDPR.
Thus, if you still haven't heard about server-side tracking, it is good and bad for you at the same time. Bad because you are not getting a realistic picture of how successful your business is. Good because it means that you haven't faced any compliance problems yet.
When you switch to server-side tracking, your client's data is sent to the cloud server, not the analytical platform. It is gathered there, enhanced and enriched as much as possible, and reviewed for any private data that is not supposed to be sent to analytics. Such data can be removed or encrypted to avoid compliance issues; then, the whole data array is sent to the analytics. In our case, as we are talking about Meta Conversions API, it is sent to Meta Analytics.
Why server-side tracking is important for Meta CAPI
We had to describe the concept of server-side tracking, as Meta CAPI generally can only be hosted on a server. In other words, if you do not use a server-side tracking setup, you cannot benefit from all the pleasant bonuses the Meta Conversions API provides. Generally, it makes the process of sending the data to analytics easier and more reliable by being a kind of digital bridge between the server and the platform.
There are two main ways in which Meta CAPI can be hosted on a server. If you use a server GTM, you get more flexibility and customization opportunities in return for configuration time and complexity. Meta CAPI Gateway will give you less freedom, but will also bother you less with complex setup processes and cost less money.
How Meta Conversions API improves ROAS
So, if you switch to server-side tracking and start using the Meta Conversions API, what are the immediate (or close to immediate) effects you can expect?
- You will receive more accurate data. The number of customer interactions you miss with Meta CAPI is significantly lower than with client-side tracking. This means that Meta Analytics will get more detailed information to work with and provide you with more trustworthy data on how your business performs.
- Improved attribution and retargeting. Attribution accuracy is one of the most essential metrics for measuring ROAS, and Meta CAPI enhances it. With traditional tracking, conversions may often be misattributed due to the customer using different devices or cookies expiring quickly. This is not an issue with the API we are talking about here. Moreover, better attribution means more insights into customer behaviour and, as a result, improved targeting (which, by the way, also increases ROAS).
- Better optimization for Meta Ads. When working with Meta, you should know that it relies on algorithms responsible for delivering your ads to the right people and at the right time. These algorithms rely on the customer data they receive from your side, so the better it is, the better they work.
You can compare using the Meta Conversions API with internet technologies. While our today's hero is a high-speed fiber optic, common client-side tracking is slow modem connection via the phone. Which one would you choose?
Conclusion
Well, from Romeo-and-Juliette-like analogies in the beginning, we came to comparisons with different types of internet connections in the end. Hopefully, we not only familiarized you with such a useful tool as Meta Conversions API, but also explained how it can influence your ROAS and be beneficial for your business. Of course, it requires you to switch to server-side tracking first, but it will reward you for this switch in the long-term perspective.
