Facebook is probably the best possible traffic for marketers. There’s no shortage of inventory, a myriad of targeting options, ad formats, and potential customers can be reached across web, mobile, Messenger, Whatsapp, and Instagram.
Yet, in order to leverage the Facebook ad platform, and get a fair chance to reach the right audiences, marketers must feed their Facebook Pixel with quality conversion and audience data.
For this specific purpose, Facebook provides its advertisers with tools that enable marketers to match, track and attribute users actions with their Facebook Ads. The “Backbone” of the Facebook business tools is what they call the Facebook Pixel.
What is the Facebook Pixel?
Yet, until early 2020, the only way for advertisers to interact with the Facebook Pixel was to place it across their website. This was a big downside for performance marketers since purchase conversions could be triggered on systems where the Facebook Pixel could not be placed. For example, payment gateways like Stripe or Paypal, ecommerce platforms like Shopify, or even affiliate networks like Commission Junction or Partnerize.
In fact, when direct advertisers enjoy plenty of “off the shelf” software to track and interact with the Facebook Pixel, performance marketing agencies, are often forced to either compromise on the types of events they send to Facebook, or hire teams of developers to build, or maintain complex systems.
What are the Facebook Pixel limitations?
Adding to the technical limitations, the advertising ecosystem has been disrupted by many “privacy first” initiatives, such as Apple Intelligent Tracking Protection. These privacy initiatives have led major ad networks and ad technologies to adapt to this new era by developing tools and methodologies that would enable marketers to track and attribute conversions whether the Facebook Pixel was placed on the “thank you page” or not.
Some companies call it offline conversion tracking, others call it server-side tagging.
Facebook calls it: The Facebook Conversions API (initially called the server-side API).
What is the Facebook Conversions API
The Facebook Conversions API is a tool that enables facebook advertiser to send conversions from their server to the Facebook Pixel infrastructure. The data sent to the Facebook Conversion API can be used to measure ads performances, build custom audiences and lookalike audiences.
Yet, while the Conversions API opens the doors to new optimization opportunities, it comes with a high technical barrier to entry. In fact, without a highly skilled developer, or the help of a software that integrates directly with the Facebook API, chances are that marketers won’t be able to use it.
AnyTrack Integration with Facebook Conversions API
AnyTrack is a conversion data platform that enables performance marketers to track and attribute online and offline conversions across marketing tools, ad networks, and analytics platforms.
The AnyTrack App has been approved by Facebook, and directly integrates with both the standard Facebook Pixel, and the Conversions API.
How to increase Facebook Ads ROAS using the Facebook Conversion API and AnyTrack
Successful Media runs lead generation campaigns in the insurance vertical. The insurance vertical is the most expensive vertical on Facebook – costing advertisers an average $3.87 cost per click (according to Wordstream).
As lead generation marketers know too well: Leads are not born equal.
How leads are funneled from Facebook Ads to the insurance company?
As explained earlier, leads are not born equal. This is particularly true when the average cost per click is over $3.5. Therefore, from the moment the potential lead enters your funnel, until it is actually bought by the insurance company, there are several touch points that must be measured to give Facebook AI optimization engine the data needed to fulfill its targeting promises.
Facebook Lead Generation Campaigns Key Touch Points
- Ad View
- Ad Click
- Click to start the lead flow
- Lead collected (usually through a set of qualifying questions)
- Lead data sent to advertiser
- Lead BOUGHT by advertiser
As in any sales funnel, the marketer’s goal is to have the highest ratio of users that successfully complete the flow. And because leads are not born equal, if you only give Facebook the initial lead collected touch point, you simply send the wrong signals to Facebook.
If instead you were sending all touch points, including the “Lead Bought” – you would allow Facebook to distinguish the leads, according to the hundreds of data points Facebook holds on each user.
- Facebook highest and most precious tracking data point is the user. Since they hold thousands of data-points on each user, when you enrich Facebook data with your conversion data, you give Facebook more relevant data-point to optimize your campaigns.
- Performance marketing is about delivering ROAS. Therefore, sending tracked revenues to the Facebook Conversion API is key to optimize your ads toward ROAS.
- Being able to instrument client side and server side events give you 100% flexibility to attribute every single interaction starting from ad view to purchase events.
- Your audience data is your most precious asset that needs to be filled with as many touch points as possible. Leveraging both client side data and server side data, guarantees that your audience data can be used to achieve long term goals.
- The Facebook Conversions API guarantees that your data collection, tracking and attribution isn’t being affected by browser privacy limitations.