Collecting online events1, is the big issue currently facing the Facebook Pixel2, as explained in our article on the Pixel’s move to the Conversions API. Indeed, the Pixel collects events directly from your website or mobile application through a web browser.
Facebook’s new Conversions API3 does not have this problem because the events that feed it are collected at the server level associated with your website or mobile application rather than at the web browser level.
n addition to the online events that you will be able to retrieve through the Conversions API, you will also be able to connect your offline touchpoints (in-store checkout software for example). The result is enriched information and better customer insights.
Facebook’s Conversions API: a goldmine of information for a 360° customer overview
As mentioned above, the Facebook Conversions API enables you to share both web events to which the Pixel no longer has access (a subscription to your newsletter, the addition of a product to the shopping cart, etc.) and offline events that were previously inaccessible (a visit to a shop, a phone call, etc.) from your servers to Facebook’s servers.
73% of consumers confirm that they buy both online and offline, hence the importance of adopting an omnichannel strategy4 in order to follow the consumer throughout their customer journey (source: Harvard Business Review).
Facebook’s Conversions API: the secret weapon for improving the performance of your Facebook and Instagram Ad campaigns
By connecting all your touchpoints – online and offline – to your Facebook Business Manager account, you will be able to cover the entire customer journey and in this way:
- Enrich your customer insights, facilitated by the collection and unification of all online and offline events
- This allows you to increase your targeting capacity, with enriched audiences and the ability to target valuable segments/customers
- Thus, optimising your return on investment (ROI) and reducing the cost per action (CPA) of your advertising campaigns, thanks to more accurate lookalike audiences and by reducing unnecessary investments
To learn more about the shift from Pixel to the Conversions API, check out our article Facebook announces a decrease in targeting capabilities: from Pixel to the Conversions API.
Mini glossary of keywords from websites and agencies that we like:
|1 Event: in the world of Facebook, an event is simply a particular action performed by a customer (source: Ignite Visibility Digital Marketing Agency). |
2 Facebook Pixel: the Facebook Pixel is a piece of code that you can place on the pages of your website. This cookie detects visitors to your site and identifies them when they perform a specific action (source: Agence Junto).
3 Facebook Conversions API: an API, which stands for Application Programming Interface, is an interface that allows two applications to communicate with each other. The Conversions API is a Facebook Business tool that allows you to send key web and offline events or customer actions. The objective of this API is that a visitor or campaign target performs the desired action (sources : Facebook Business & Marketing Definitions).
4 Omnichannel strategy: in a marketing context, the term omnichannel or omnichannelity refers to the fact that all possible contact and sales channels between the company and its customers are used and mobilised (source: Marketing Definitions).
Scal-e is a CDP (Customer Data Platform) that enables you to connect several data streams (website, points of sale, CRM and others) in a single datamart. In this way, brands can access their data, such as unified customer profiles and real-time information, to get to know their customers better and respond to their needs at the right time, through the right channel. From the same platform, brands can also build their marketing strategy (audience builder, scripting, planning, loyalty programme) and apply it without having to change software.