TicketSignup is now enabled to take advantage of Facebook Conversion API for ticket events for improved ad tracking. This feature was initially released in April for registration and will record the activities initiate checkout, purchase and donate for ticket events.
The world of effective Ad Tracking is ever changing. We discussed the escalating privacy battle between the big tech giants back in Feb 2021. Since then the industry has shifted from browser (or client-side) tracking techniques to server-side tracking techniques. Facebook Conversion API (CAPI) is a server-side tracking and conversion solution. It is always interesting to see how while technology continues to advance often old things become new again!
What is Driving the Shift to Server-Side Ad Tracking?
Privacy. When cookies entered the internet scene in the mid-90’s, they were used to solving less nefarious technical challenges and generally improved the browser experience for returning users that were not identifying themselves with a login every time they visited a site. One of the most common early uses was keeping your virtual shopping cart active between browser sessions.
But once big tech companies learned how to track user behavior across multiple websites using third-party cookies, eyebrows began to raise. This led to frequent investigations by the United States Federal Trade Commission and prompted the EU to pass the ePrivacy Directive that went into effect in 2011 (This is why we all have to press an agree button before a site is allowed to save cookies). Other things conspiring against client-side ad tracking strategies include:
-Users are increasingly enabling Ad blockers in browsers.
-Safari and Firefox have since set the default to block third-party cookies in their browsers. Google Chrome is expected to follow suit. With 60% of the browser market share, this will surely mean the death of client side cookies.
All of these actions have decreased the effectiveness of Facebook Pixel, which was the primary way to determine the effectiveness of your Facebook Ads.
How Does the Facebook Conversion API Work?
To understand Facebook Conversion API, let’s go to the whiteboard!
The primary difference between Facebook CAPI and Facebook Pixel is that the pixel method relies on data being saved at the browser level and reports that data back to Facebook. But due to all of the privacy countermeasures we mentioned above, pixel is becoming less valuable in supplying data to Facebook Ad manager. Facebook CAPI is the answer to these pixel limitations.
Does Facebook Conversion API replace Facebook Pixel?
No. They are designed to work together. For now, cookies are not entirely dead and so data from pixel and CAPI can be used to get the most complete picture of your Ad ROI. Don’t worry about duplicate events or duplicate data, Facebook normalizes the data and removes duplication.
Got It, How Do I Set This Up?
Navigate to Promotions >> Facebook Pixel & Conversion API from your dashboard. Enter the Pixel ID from your Facebook Pixel script as shown in the bolded text. Then enter your Conversion API Access Token. Click Save Facebook Conversion Codes.
If you have questions regarding setting up your Facebook tracking, please contact your TicketSignup account manager or email firstname.lastname@example.org.