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Facebook Conversions API: What Marketers Need to Know

If you own a business and are on Facebook, you already know the one thing that’s constant about Facebook is that it’s constantly changing. With roughly 2.80 billion monthly active users, Facebook also has 1.84 billion users that are visiting the social networking site on a daily basis. Facebook remains the leading social platform, reaching 60.6 percent of internet users so it’s a no-brainer when it comes to using this tool as a marketing platform. However, just when you think you have the system and “rules” down, it changes. The most recent development is the upcoming iOS 14 changes and how they’ll impact your ads. Here is what you need to know about this change, according to Social Media Examiner.

How Does the Conversions API Change Things?

With the Conversions API, when a user clicks on a Facebook ad and lands on your website, Facebook will send a unique ID for that user to the server. The server will track the user via this ID as they visit different pages on your website and note if they complete a purchase, opt for a lead magnet, add a product to their shopping cart, and other actions. The server will then send a message back to Facebook saying what action this user ID completed.

Facebook is also switching over to aggregated events. The Aggregated Event Measurement is a protocol that will allow you to measure conversion events even with the iOS 14 restrictions. However, you’ll be limited to eight events, the events will be prioritized, and Facebook will only record the highest-priority event per transaction. So if you have initiated checkout, add to cart, and purchase set up, only the action you identified as the highest priority will be recorded.

Advantages of Using the Conversions API

Yes, there are advantages to using the Conversions API. As explained above, it allows you to track the effectiveness of your ads even if someone is using an Apple device or has ad-blocking software on their browser.

Facebook is constantly changing and if you’re tired of learning all the new ways to stay ahead when it comes to this social platform, let the experts at 4MJ Social do it for you. We've put together a team of complementary talent that will make sure you never have to stress about your marketing solutions again. Let us do the heavy lifting while you unwind. We don't just care about your business...we care about you!


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