What Actually is Meta’s Conversion API?
Meta launched their Conversion API solution back in 2020, and in my new era of learning a lot about a lot of things rather than a little about a lot, I have delved deeper into wtf it really is. The introduction of this tool aimed to enhance data tracking for advertisers on Meta, providing an alternative to traditional browser-based tracking methods as we sink deeper into a cookie-less world.
How Does Meta’s Conversion API Work?
In summary, Meta's Conversion API collects and sends user data directly from a business' server to Meta, which bypasses a user’s browser, and thus enhances tracking accuracy.
As a step-by-step scenario, this is how I understand the Conversion API to work alongside the Meta Pixel:
A user clicks on your ad on a Meta platform, i.e. Instagram or Facebook
Because that user is logged in, Meta can see specifically who it was (by email, phone number, etc)
The user takes some actions on your website, such as making a purchase
You have a Meta Pixel set-up which collects that conversion data and reports back to you, unless for one reason or another, it doesn’t fire. This is where the Conversion API comes in
The Conversion API allows the first-party data you collected during the conversion process to be sent directly to Meta's servers
Meta then matches that data to the user identified in the first leg of the journey (by email, phone number, etc)
Meta then removes the duplicate conversions if both the Meta Pixel and the Conversion API are both able to track the conversion
This means the data is sent more reliably and securely compared to methods that rely on browser-based tracking (like cookies). It also means if anything, you’ll start seeing more conversions