Facebook Conversions API: The Quickest Guide to Understand It

Whether you're a brick-and-mortar business, a purely online one, or a hybrid one, Facebook’s Conversions API helps you optimize your campaigns by letting Meta know which audiences are best to engage with your campaigns.

In other words, Conversions API is an incredibly powerful tool for understanding your website conversions and optimizing your campaigns to increase them. 

In times when cookies are getting left behind, Conversions API stands out as one of the fastest, most complete pathways toward understanding why - and how - web visitors turn into customers.

Audiences, conversions, and the missing piece

Nowadays, businesses use multiple channels to convert leads into customers: Online through websites, campaigns, and social media, but also offline through physical stores and events.

In most cases, this leads to a specific problem: the lack of cohesive, updated data regarding conversions, which translates into misaligned campaigns and wasted resources.   

Let’s illustrate this with a simple example. 

There’s a car maker that sells its models online, and also physically (or “in person”) through a network of dealerships. 

Dealers upload their sales and conversion data into their own internal systems but fail to share some of the details with the car maker (or do it too late), who in turn keeps targeting people who already converted into customers with the wrong messages across the web and social media.

The missing piece is the Conversions API.

By leveraging the Conversions API, the car maker would get the necessary data to target people who converted offline with appropriate messaging, leading to more cost-effective marketing. 

How to get started with the Conversions API

According to Meta, “the Conversions API is designed to create a direct connection between your marketing data and the systems that help optimize ad targeting, decrease cost per result, and measure outcomes across Meta technologies.

Examples of marketing data include website events, app events, and offline conversions. This marketing data helps enable ad personalization, optimization, and measurement across Meta technologies so that your ads are shown to people who are more likely to find them relevant.”

We’re aware that some of you will read this and think about the technical and financial challenges of deploying this solution, but worry not.

With Make, you don’t need developers to set up your integration to Meta's Conversions API because we make it easy.

With Make, it’s the marketers who can do this on the spot. 

Make's integration with Meta allows you to inform Meta of the conversion events happening on your site by automatically pushing events to the Conversions API. 

Make shares contact information (such as email or phone), event data (e.g. purchase and event value: $100), and order ID all in a privacy-compliant and secure way.

Furthermore, if you're in the lead generation business, the Conversions API has a solution for you too: Conversion Leads. 

With Conversion Leads, you can track leads at various stages of maturity in your CRM and pass that information back to Meta. 

Meta Ads algorithms will find new leads that resemble your best-performing and furthest-progressing existing leads. 

It's time to start optimizing your campaigns for quantity and quality. 

Try Make today with our special promo offer and sign up absolutely free. You will get the Teams plan along with 20,000 operations for a month - an offer valid until 17th December, at no cost. It's completely self-service, with no need for a credit card or agreement.

And that’s it for now. In the future, we’ll do a deep dive on how to use Make to connect your apps with Meta’s Conversions API and Conversion Leads without writing a single line of code.