How to use Facebook Conversion API to Improve ROAS

Hey, this is Sahin from heybooster, an eCommerce CRO consultant. Today, I'll be sharing some valuable insights on how you can increase your conversion rate using Facebook Conversion API.

If you're not currently using it, you could be missing out on valuable data that has the potential to increase your conversion rates, such as sales or leads.

In this post, you will find out how you can check for this issue, fix it, and see the expected results. But before we dive into that, let's first explore why this problem is occurring.

When data is sent to Facebook through a browser using traditional methods, the critical information about users may not be processed due to various reasons, such as when a user is utilizing an ad-blocker or the page is closed before the conversion code can be triggered, or due to restrictions introduced with iOS 14. When this data is not processed, it means that you lose critical information about users who are interested in buying your products or services. Without this information, it can be challenging to target and optimize your advertising efforts effectively.

Additionally, It's important to note that the number of users affected by lost data is increasing significantly and should not be underestimated. According to eMarketer, 27% of internet users in the United States use ad blockers, while globally, it's estimated that 42.7% of internet users use ad blockers. Therefore, it's crucial to consider changing your data-sending process from client-side to server-side to ensure you're not missing out on valuable data that can help optimize your advertising efforts.

Let's explore the solution that Facebook Conversion API can help mitigate the negative impact of lost data by allowing you to send your data directly from your server. This not only helps regulate the data flow but also allows you to include additional information such as CRM data, phone calls, site chat usage, affiliate information, lead scores, and more. In other words, Facebook Conversion API gives you more control over your data.

(https://www.facebook.com/business/help/2041148702652965?id=818859032317965I)

If you have more control over your data, you can make better decisions on how to advertise, such as segmenting users by their interests and behaviors. If the user doesn't know about your brand, the first step should be to build trust with them. Once you've built trust with the user, you can then pitch and sell your product to them. To understand these differences, you need signals from your users.

Let's get back to the topic, Meta Events Manager is a powerful tool that can help you gain valuable insights into your website's events. With its advanced features, you can quickly troubleshoot issues and monitor performance for optimal results. Some of the results you can expect to see;

Poor: The customer information sent with your event is ineffective for matching the event to a Meta account.

OK: The customer information sent with your event is somewhat effective for matching the event to a Meta account.

Good: The customer information sent with your event is effective for matching the event to a Meta account.

Great: The customer information sent with your event is highly effective for matching the event to a Meta account.

According to Brad Redding's analysis from Elevar, Facebook had less data being pushed before switching from client-side to server-side. ?

In summary, in today's privacy-first world, third-party cookies are becoming less effective. However, there are now more options than ever to optimize your digital marketing efforts.?

If you're unsure where to start or simply don't have the time to optimize your website, I'm here to help. Let's schedule a call to explore how we can work together to increase your conversion rate and grow your eCommerce business.

Feel free to share this article with anyone who could benefit from improving their Facebook ads performance.?

If you have any questions or need assistance with conversion rate optimization, don't hesitate to reach out. I'm here to help!

For more insights, follow me on LinkedIn and subscribe to the eCommerce Revenue Growth Series.

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1) Book a 1:1 call: Looking forward to learning more about your expertise and discussing how we might work together

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3)?Subscribe to the eCommerce Revenue Growth series

Until then, stay curious and keep diving into data!