Facebook Conversion API

Conversions API can help you to:

• Reduce your cost per action as a result of improved connectivity. Data from the Conversions API is less impacted than the Meta Pixel (Pixel) by browser loading errors, connectivity issues and ad blockers. When you use the Conversions API alongside the Pixel, it creates a more reliable connection that helps the delivery system decrease your cost per action.
• Optimize ads for actions that happen later in the customer’s journey. Examples of these events include actions that happen after a purchase (such as subscriptions), actions that happen in stores, or even customer scores. This information helps Meta show your ads to customers who are more likely to be profitable and generate value for your business.
• Improve measurement. The Conversions API can help you better measure ad performance and attribution across your customer’s full journey, from discovery to conversion. This helps you better understand how digital advertising impacts both online and offline results.
• Reduce your cost per action as a result of increased event matching. Your marketing data is most effective when it can be matched with accounts across Meta technologies. With the Conversions API, you can include additional customer information parameters that help increase matched events and your event match quality. Learn how to view and how to improve your event match quality.
• Increase data control. When implemented separately from the Pixel, the Conversions API gives you more control over what you share and when you share it.