{"id":5514,"date":"2021-06-11T13:41:51","date_gmt":"2021-06-11T13:41:51","guid":{"rendered":"https:\/\/scal-e.com\/?p=5514"},"modified":"2022-09-15T18:09:16","modified_gmt":"2022-09-15T18:09:16","slug":"comment-api-conversions-complete-et-ameliore-les-performances-du-pixel-facebook","status":"publish","type":"post","link":"https:\/\/scal-e.com\/fr\/comment-api-conversions-complete-et-ameliore-les-performances-du-pixel-facebook\/","title":{"rendered":"Comment l&rsquo;API Facebook Conversions am\u00e9liore les performances du Pixel"},"content":{"rendered":"\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-normal-font-size\"><strong>La collecte des \u00e9v\u00e9nements<sup>1<\/sup> en ligne<\/strong>, c\u2019est la grande probl\u00e9matique du <strong>Pixel Facebook<\/strong><sup>2<\/sup> aujourd\u2019hui, comme expliqu\u00e9 dans <a rel=\"noreferrer noopener\" href=\"https:\/\/scal-e.com\/blog\/marketing-2\/facebook-annonce-une-diminution-de-ses-capacites-de-ciblage-du-pixel-a-api-conversions\/\" target=\"_blank\">notre article sur le passage du Pixel \u00e0 l\u2019API Conversions<\/a>. En effet, le Pixel collecte les \u00e9v\u00e9nements directement sur votre site web ou application mobile en passant par un <strong>navigateur web<\/strong>.<\/p>\n\n\n<div class=\"wp-block-image is-style-default\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"848\" height=\"470\" src=\"http:\/\/scal-e.com\/wp-content\/uploads\/2021\/06\/Comment-lAPI-Conversions-complete-et-ameliore-les-performances-du-Pixel-Facebook-Visuel-1.png\" alt=\"Comment l'API Conversions compl\u00e8te et am\u00e9liore les performances du Pixel Facebook Visuel 1\" class=\"wp-image-6788\" srcset=\"https:\/\/scal-e.com\/wp-content\/uploads\/2021\/06\/Comment-lAPI-Conversions-complete-et-ameliore-les-performances-du-Pixel-Facebook-Visuel-1.png 848w, https:\/\/scal-e.com\/wp-content\/uploads\/2021\/06\/Comment-lAPI-Conversions-complete-et-ameliore-les-performances-du-Pixel-Facebook-Visuel-1-300x166.png 300w, https:\/\/scal-e.com\/wp-content\/uploads\/2021\/06\/Comment-lAPI-Conversions-complete-et-ameliore-les-performances-du-Pixel-Facebook-Visuel-1-768x426.png 768w\" sizes=\"auto, (max-width: 848px) 100vw, 848px\" \/><\/figure>\n<\/div>\n\n\n<p>De son c\u00f4t\u00e9, la nouvelle <strong><a href=\"https:\/\/scal-e.com\/fr\/facebook-pixel-diminution-des-capacites-de-ciblage\/\">API Conversions<\/a> de Facebook<\/strong><sup>3<\/sup> ne rencontre pas ce probl\u00e8me puisque les \u00e9v\u00e9nements qui l\u2019alimentent sont collect\u00e9s <strong>au niveau du serveur<\/strong> associ\u00e9 \u00e0 votre site internet ou application mobile plut\u00f4t qu\u2019au niveau du navigateur web.<\/p>\n\n\n\n<p>En plus des <strong>\u00e9v\u00e9nements en ligne<\/strong> que vous allez pouvoir r\u00e9cup\u00e9rer gr\u00e2ce \u00e0 l\u2019API Conversions, vous aurez la possibilit\u00e9 de <strong>connecter \u00e9galement vos points de contact hors ligne<\/strong> (logiciel de caisse en magasin par exemple). R\u00e9sultat : des informations enrichies et une meilleure connaissance client.<\/p>\n\n\n\n<h2 class=\"has-large-font-size wp-block-heading\">L&rsquo;API Conversions de Facebook : une mine d&rsquo;or d&rsquo;informations pour une vision client 360\u00b0<\/h2>\n\n\n\n<p class=\"has-normal-font-size\">Comme \u00e9voqu\u00e9 pr\u00e9c\u00e9demment, l\u2019API Conversions Facebook va vous permettre de communiquer \u00e0 la fois des <strong>\u00e9v\u00e9nements web<\/strong> auxquels le Pixel n\u2019a plus toujours acc\u00e8s (une inscription \u00e0 votre newsletter, l\u2019ajout d\u2019un produit au panier, &#8230;) mais aussi des <strong>\u00e9v\u00e9nements hors ligne<\/strong> jusqu\u2019alors inaccessibles (une visite en magasin, un appel t\u00e9l\u00e9phonique, \u2026) de vos serveurs \u00e0 ceux de Facebook.<\/p>\n\n\n<div class=\"wp-block-image is-style-default\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"848\" height=\"470\" src=\"http:\/\/scal-e.com\/wp-content\/uploads\/2021\/06\/Comment-lAPI-Conversions-complete-et-ameliore-les-performances-du-Pixel-Facebook-Visuel-2-comparaison-avec-et-sans-pixel.png\" alt=\"Comment l'API Conversions compl\u00e8te et am\u00e9liore les performances du Pixel Facebook Visuel 2 comparaison avec et sans pixel\" class=\"wp-image-6790\" srcset=\"https:\/\/scal-e.com\/wp-content\/uploads\/2021\/06\/Comment-lAPI-Conversions-complete-et-ameliore-les-performances-du-Pixel-Facebook-Visuel-2-comparaison-avec-et-sans-pixel.png 848w, https:\/\/scal-e.com\/wp-content\/uploads\/2021\/06\/Comment-lAPI-Conversions-complete-et-ameliore-les-performances-du-Pixel-Facebook-Visuel-2-comparaison-avec-et-sans-pixel-300x166.png 300w, https:\/\/scal-e.com\/wp-content\/uploads\/2021\/06\/Comment-lAPI-Conversions-complete-et-ameliore-les-performances-du-Pixel-Facebook-Visuel-2-comparaison-avec-et-sans-pixel-768x426.png 768w\" sizes=\"auto, (max-width: 848px) 100vw, 848px\" \/><\/figure>\n<\/div>\n\n\n<p><strong>73% des consommateurs<\/strong> confirment acheter en ligne et hors ligne, d\u2019o\u00f9 l\u2019importance d\u2019adopter une <strong>strat\u00e9gie omnicanale<\/strong><sup>4<\/sup> afin d\u2019accompagner le consommateur tout au long de son parcours client (source : <a href=\"https:\/\/hbr.org\/2017\/01\/a-study-of-46000-shoppers-shows-that-omnichannel-retailing-works\" target=\"_blank\" rel=\"noreferrer noopener\">Harvard Business Review<\/a>).<\/p>\n\n\n\n<h2 class=\"has-large-font-size wp-block-heading\">L\u2019API Conversions de Facebook : l\u2019arme secr\u00e8te pour am\u00e9liorer les performances de vos campagnes Facebook Ads et Instagram Ads<\/h2>\n\n\n\n<p class=\"has-normal-font-size\">En connectant tous vos points de contacts &#8211; en ligne et hors ligne &#8211; \u00e0 votre compte Facebook Business Manager, vous allez pouvoir <strong>couvrir l\u2019ensemble du parcours client<\/strong> et de cette mani\u00e8re :<\/p>\n\n\n\n<ul class=\"has-normal-font-size wp-block-list\"><li>Enrichir votre <strong><a href=\"https:\/\/scal-e.com\/fr\/connaissance-client\/\">connaissance client<\/a><\/strong>, facilit\u00e9e par la collecte et l\u2019unification de l\u2019ensemble des \u00e9v\u00e9nements en ligne et hors ligne<\/li><li>Ce qui vous permet d\u2019augmenter votre <strong>capacit\u00e9 de ciblage<\/strong>, gr\u00e2ce \u00e0 des audiences enrichies et la capacit\u00e9 de cibler sur des segments \/ clients de valeur<\/li><li>Et ainsi optimiser votre <strong>retour sur investissement<\/strong> (<a href=\"https:\/\/scal-e.com\/fr\/acquisition-fidelisation\/\">ROI<\/a>) et diminuer le <strong>co\u00fbt par action<\/strong> (CPA) de vos campagnes publicitaires, gr\u00e2ce \u00e0 des audiences similaires (lookalike) plus pr\u00e9cises et en r\u00e9duisant les investissements inutiles<\/li><\/ul>\n\n\n<div class=\"wp-block-image is-style-default\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"848\" height=\"470\" src=\"http:\/\/scal-e.com\/wp-content\/uploads\/2021\/06\/Comment-lAPI-Conversions-complete-et-ameliore-les-performances-du-Pixel-Facebook-Visuel-3-use-case.png\" alt=\"Comment l'API Conversions compl\u00e8te et am\u00e9liore les performances du Pixel Facebook Visuel 3 use case\" class=\"wp-image-6792\" srcset=\"https:\/\/scal-e.com\/wp-content\/uploads\/2021\/06\/Comment-lAPI-Conversions-complete-et-ameliore-les-performances-du-Pixel-Facebook-Visuel-3-use-case.png 848w, https:\/\/scal-e.com\/wp-content\/uploads\/2021\/06\/Comment-lAPI-Conversions-complete-et-ameliore-les-performances-du-Pixel-Facebook-Visuel-3-use-case-300x166.png 300w, https:\/\/scal-e.com\/wp-content\/uploads\/2021\/06\/Comment-lAPI-Conversions-complete-et-ameliore-les-performances-du-Pixel-Facebook-Visuel-3-use-case-768x426.png 768w\" sizes=\"auto, (max-width: 848px) 100vw, 848px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"has-normal-font-size\">Pour en savoir plus sur le passage du Pixel \u00e0 l\u2019API Conversion, consultez notre article <a rel=\"noreferrer noopener\" href=\"https:\/\/scal-e.com\/blog\/marketing-2\/facebook-annonce-une-diminution-de-ses-capacites-de-ciblage-du-pixel-a-api-conversions\/\" target=\"_blank\">Facebook annonce une diminution de ses capacit\u00e9s de ciblage : du Pixel \u00e0 l\u2019API Conversions<\/a>.<\/p>\n\n\n<section class=\"c-text-image\">\n  <div class=\"c-text-image__row \">\n    <div class=\"c-text-image__col -image\">\n      <div class=\"c-text-image__image \">\n        <img class=\"lazyload\" data-src=\"https:\/\/scal-e.com\/wp-content\/uploads\/2021\/12\/Untitled-design-1.png\" alt=\"\"\/>\n      <\/div>\n    <\/div>\n    <div class=\"c-text-image__col -text\">\n      <h2><\/h2>\n      <div class=\"c-text-image__text \">\n        <p>Et pour savoir comment la nouvelle API de Facebook vous permettrait d\u2019<strong>augmenter de 20% vos conversions<\/strong> en 1 semaine seulement :<\/p>\n\n\n                        <div class=\"c-text-image__btn\">\n        <a href=\"http:\/\/scal-e.com\/fr\/demo-sur-mesure\/\" class=\"o-btn\">Demander une d\u00e9mo<\/a>\n        <\/div>\n              <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n\n\n<hr class=\"wp-block-separator has-css-opacity is-style-wide\"\/>\n\n\n\n<div style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-luminous-vivid-orange-color\"><strong>Petit glossaire de mots-cl\u00e9s d\u00e9finis par des sites web et agences  :<\/strong><\/mark><\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-background\" style=\"background-color:#e2e7ea\"><tbody><tr><td class=\"has-text-align-left\" data-align=\"left\"><sup>1<\/sup> <strong>\u00c9v\u00e9nement <\/strong>: dans le monde de Facebook, un \u00e9v\u00e9nement est simplement une action particuli\u00e8re effectu\u00e9e par un client (source : <a rel=\"noreferrer noopener\" href=\"https:\/\/www.1min30.com\/dictionnaire-du-web\/adblocker-logiciel-de-blocage-de-publicites\" target=\"_blank\">I<\/a><a rel=\"noreferrer noopener\" href=\"https:\/\/ignitevisibility.com\/facebook-offline-conversions-api-complete-guide\/#:~:text=In%20Facebook%20land%2C%20an%20event,store%20visits%20or%20phone%20calls.\" target=\"_blank\">gnite Visibility Digital Marketing Agency<\/a>).<br><br><sup>2<\/sup> <strong>Pixel Facebook <\/strong>: le pixel Facebook est un bout de code que vous pouvez placer sur les pages de votre site internet, ce mouchard d\u00e9tecte les visiteurs de votre site qui seront ensuite identifi\u00e9s lorsqu\u2019ils effectuent une action sp\u00e9cifique (source : <a rel=\"noreferrer noopener\" href=\"https:\/\/junto.fr\/blog\/pixel-facebook\/\" target=\"_blank\">Agence Junto<\/a>).<br><br><sup>3 <\/sup><strong>API Conversions de Facebook <\/strong>: une API, qu\u2019on peut traduire par interface de programmation d\u2019applications, est une interface qui permet \u00e0 deux applications de communiquer entre elles. L\u2019API Conversions est un outil Facebook Business qui vous permet de transmettre des \u00e9v\u00e8nements web et hors ligne cl\u00e9s, ou les actions des clients. L\u2019objectif de cette API est qu\u2019un visiteur ou le destinataire d&rsquo;une campagne accomplisse l&rsquo;action recherch\u00e9e (sources : <a rel=\"noreferrer noopener\" href=\"https:\/\/www.facebook.com\/business\/help\/2041148702652965?id=818859032317965\" target=\"_blank\">Facebook Business<\/a> &amp; <a rel=\"noreferrer noopener\" href=\"https:\/\/www.definitions-marketing.com\/definition\/conversion\/\" target=\"_blank\">D\u00e9finitions Marketing<\/a>).<br><br><sup>4<\/sup> <strong>Strat\u00e9gie omnicanale<\/strong> : dans un contexte marketing, le terme omnicanal ou omnicanalit\u00e9 d\u00e9signe le fait que tous les canaux de contact et de vente possibles entre l&rsquo;entreprise et ses clients sont utilis\u00e9s et mobilis\u00e9s (source : <a rel=\"noreferrer noopener\" href=\"https:\/\/www.definitions-marketing.com\/definition\/omnicanal\/\" target=\"_blank\">D\u00e9finitions Marketing<\/a>).<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-medium-font-size\">&gt; <span class=\"has-inline-color has-luminous-vivid-orange-color\"><strong><a rel=\"noreferrer noopener\" href=\"https:\/\/www.j7media.com\/fr\/notre-blog\/social-selling\/facebook-ads-4-etapes-a-suivre-afin-d-auditer-votre-compte-publicitaire-facebook-pt-1\" target=\"_blank\">D\u00e9couvrez un podcast rafra\u00eechissant sur ce sujet<\/a><\/strong><\/span><\/p>\n\n\n\n<p class=\"has-text-align-center\">Suivez-nous sur <a rel=\"noreferrer noopener\" href=\"https:\/\/www.linkedin.com\/company\/scalemartech\/\" target=\"_blank\">LinkedIn<\/a> &amp; <a rel=\"noreferrer noopener\" href=\"https:\/\/www.instagram.com\/scale_martech\/\" target=\"_blank\">Instagram<\/a> pour ne pas manquer nos prochains articles sur ce sujet.<\/p>\n\n\n\n<p>__________<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><em>Scal-e est une CDP (Customer Data Platform) permettant de connecter plusieurs flux de donn\u00e9es (site internet, points de vente, CRM et autres) dans un seul datamart. Ainsi les marques ont acc\u00e8s \u00e0 des donn\u00e9es propres : des profils clients unifi\u00e9s, des informations \u00e0 jour en temps r\u00e9el, pour mieux conna\u00eetre leurs clients et r\u00e9pondre \u00e0 leurs besoins au bon moment, par le bon canal. Dans la m\u00eame plateforme, les marques peuvent construire leur strat\u00e9gie marketing (audience builder, sc\u00e9narisation, planification, programme de fid\u00e9lit\u00e9) et l\u2019appliquer sans changer de logiciel.<\/em><\/p><\/blockquote>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>D\u00e9couvrez comment l&rsquo;API Conversions vous aide \u00e0 am\u00e9liorer les performances de vos campagnes Facebook Ads et Instagram Ads<\/p>\n","protected":false},"author":9,"featured_media":6746,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[28],"tags":[108,163,162,161,160,159,157,156,155,154,39,104,96,94,93,92,90,89,51,40],"class_list":["post-5514","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-campagnes-marketing","tag-pixel-facebook","tag-publicite-facebook","tag-facebook-ads","tag-facebook","tag-conversion-api-integration","tag-facebook-conversion-api","tag-conversion-api","tag-api-conversions-facebook","tag-api-conversions","tag-martech","tag-marketing","tag-retargeting","tag-facebook-api-2","tag-cookies","tag-conversion","tag-api","tag-facebook-pixel","tag-acquisition","tag-cdp"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Comment l&#039;API Facebook Conversions am\u00e9liore les performances du Pixel - Scal-e<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez comment l&#039;API Conversions vous aide \u00e0 am\u00e9liorer les performances de vos campagnes Facebook Ads et Instagram Ads\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/scal-e.com\/fr\/comment-api-conversions-complete-et-ameliore-les-performances-du-pixel-facebook\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Comment l&#039;API Facebook Conversions am\u00e9liore les performances du Pixel - Scal-e\" \/>\n<meta property=\"og:description\" content=\"D\u00e9couvrez comment l&#039;API Conversions vous aide \u00e0 am\u00e9liorer les performances de vos campagnes Facebook Ads et Instagram Ads\" \/>\n<meta property=\"og:url\" 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