The social media giant is pitching itself as an alternative in the post-cookie world.
Facebook’s new conversions API allows for sharing data directly from their server instead of the browser. While the data is handled in a similar fashion as pixel events, it is fed directly into Facebook and allows for monitoring conversions and adjustments in Ads manager.
While allowing for campaign performance measurement across multiple channels, it is also privacy compliant. Apart from the Facebook pixel data, advertisers can also use other forms of data like CRM data or down funnel events.
This piece suggests that marketers should become early adopters of Conversion API so that they are better equipped in the fast-evolving digital marketing scene. They should also keep an eye on the measurement solutions being provided by Facebook and other platforms.
[4 minute read]