What generally keeps our social media apps free is the app’s ability to earn revenue from organizations wanting to advertise to its users. Naturally, the organizations that are doing the advertising want to be able to measure how their ad campaigns are performing. Apps having more mature technology infrastructure will have their own version of a conversions API.
For example, Snap’s Conversions API is an interface that allows you to directly pass web, app, and offline events to Snap. Marketing data can be sent via direct and partner integration.
What is Meta Business Suite?
Meta Business Suite (formerly Facebook Business Manager) is a tool to manage ad accounts, pages, and the people who work on them all in one place. It allows you to manage multiple business accounts.
Once your Meta Business Suite account is created and set up, In the lower-left corner of the Home dashboard you’ll see a clickable settings icon. When you click on it, a screen will open up that gives you a number of tabs. On many of these tabs, there will be a clickable “Go to Business settings” button. You can also click on the “Business Assets” tab where you can manage the business suite’s many asset types listed below:
Advertising: Ad account, Custom conversion, Pixel, Offline event set
Commerce: Commerce account, Catalog
Other: App, Business creative folder, Property
On the left-hand side of the screen, you will also see a clickable “Ads” button, If you click on it it will bring up a panel with two clickable “Create Ad” buttons. This is different from the Ads Manager even though some of the functionality is similar.
One advantage the Facebook CAPI has over the Meta Pixel is it is less impacted by browser loading errors, connectivity issues, and ad blockers. Another is it enables better optimization of Facebook ads for actions occurring later in the customer journey.
The best practice is to use Facebook CAPI with the Mega Pixel. It gives you conversion tracking on the client side and the server side. Together, they are a good way to track conversion rates and measure the success of your Facebook ad campaigns.
In the case of direct integrations, the connection it creates establishes a connection between the advertiser’s server and Meta. Server events are linked to a Meta Pixel ID and are processed like Web events sent via pixel. Web server events are used in measurement, reporting, and optimization in a similar way as browser Pixel events. Depending on the level of support the marketing data destination has for this API, the level of difficulty for implementation can vary widely.
One of the easier integrations is an E-Commerce platform like SamCart. With SamCart, the Facebook Conversion API can be integrated with four steps:
Copy Meta Pixel ID
Copy a Facebook Conversions API Access Token
Integrate with Facebook
Set up the Integration trigger in SamCart
The Meta pixel ID can be found in the Facebook Events Manager. To generate a Conversions API Access Token, you’ll just need to go into the pixel settings and click “Generate access token.”
In the above example, the “Integrate with Facebook” step takes place within SamCart. Facebook’s network of certified integration partners limits the amount of resource development
If you’re setting up the Facebook Conversions API manually, instead of just copying the Meta Pixel ID and generating a Facebook Conversions API access token, you will click “Add Events” and “Using the Conversions API” within the selected pixel. And so the “Integrate with Facebook” step in this case would instead begin with clicking “Install code manually”, reading the overview, and clicking continues.