There’s no doubt that social media dominates today’s digitally-driven world; that’s why many marketing strategies now consider it as one of the most important foundations of reaching online success. With its expansive opportunities to reach wider audiences, versatility, and a compelling platform, social media is truly an effective tool that can build your brand awareness and establish closer relationships with your market, no matter your niche. 

While TikTok rises on top as the trendiest social media channel today, heavy-hitters like Facebook remain a powerful network that can optimize your campaigns in more ways than one. Beyond sharing posts and targeting your demographic, Facebook offers a new Conversions API tool to combat the dwindling use of Facebook Pixel, as collecting cookies is no longer ideal in a time when privacy concerns are skyrocketing. 

What is the Facebook Conversions API?

Unlike Facebook Pixels, Facebook Conversions API doesn’t rely on collecting cookies to track user activity. Other than the fact that cookies are steadily coming off the face of the world wide web, using cookies doesn’t provide a comprehensive data report since it often reaches roadblocks when users turn on their ad blockers. 

As for Facebook Conversions API, you can take your marketing performance to greater heights since the latest server-side tool can deliver the following advantages. 

Benefit #1: Finds a Way Around VPNs and Ad Blockers

Browsing Facebook using VPN can prevent your Facebook Pixel from gathering data regarding your market’s interaction with your business on your social media platforms. Fortunately, Facebook Conversions API can track user movement even with ad blockers, and other restrictions turned on!

Benefit #2: iOS14-Friendly 

iOS 14 puts a cap on data gathering as it enables users to put a stop to any tracking functions, but Facebook Conversions API can bridge the gap since it uses servers to offset the impact of the latest update for Apple devices.

Benefit #3: Stores Lower-Funnel Activity 

Aside from tracking movement on your website and channels like Facebook, Facebook Conversion API can also provide deeper and valuable insights from interactions with your app, free tools, support hub, third-party payment tools, or even offline activities for a more seamless, full-funnel visibility. 

The Bottom Line: How Facebook Conversions API Maximizes Your Marketing Efforts

Using Conversions API can optimize your website and work with Facebook Pixels by capturing data to ensure you’re on top of your target market’s journey. Of course, this also means that Facebook Conversions can immediately capture data every time a user completes an action, allowing you to control your online and offline events for better marketing performance. 

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