What is Facebook's Conversion API?

TL;DR: Facebook’s Conversion API offers better data-tracking accuracy of buyers’ behaviors.

If you want to learn more about your buyers’ interests and behaviors, Facebook Ads is one of the best places to go. However, with Apple’s iOS 14.5 release, Facebook needed a way to help advertisers track KPIs while respecting consumers’ privacy. Keep reading to learn about the solution - the Facebook Conversion API.

What is the Facebook Conversion API?

With the new Conversion API, data from activity flows from your custom domains via Chip servers back to Facebook servers. On the contrary, pixel event data comes from browsers. With increasing browser tracking restrictions from changes like iOS 14.5, server-sent events help maximize your data-tracking accuracy.

How is the Facebook Conversion API different from pixels?

• It sidesteps common issues like poor network connections and ad blockers without sacrificing key information. 
• It uses server-sent data to ensure data tracking even when browser settings or ad blockers disallow it.
• Since this is a response to Apple’s OS changes, the Conversion API can’t freely track buyer behavior as the pixel can. However, it uses the latest best practices for data protection.

We recommend that you stay ahead of the curve and implement the Conversion API now. Server access will give you a new way to track conversions and help you continue learning about buyers’ behaviors when the iOS update is released.

Configure the Facebook Conversion API for Chip

To use the Conversion API, you’ll need to create a Facebook Access Token and add it to your Chip account. See how to do that below.

How to create the Facebook Access Token

The easiest way to create an access token is via Events Manager. Follow these easy steps:

1. Go to Events Manager and choose the pixel you want to use.
2. Go to the Settings tab and scroll to the Conversions API section.
3. Under Set up manually, click the “Generate Access Token” option and follow the instructions on the pop-up.
4. Once you have your access token, go to the new Implementation tab.
5. Once in the Implementation tab, follow the instructions. Facebook will automatically create a Conversions API App and Conversions API System User for you. 

Note: The Facebook Conversion API also requires that sellers select the Event ID parameter to send for every Facebook pixel. Head to the Event Details Parameters page in your Business Manager and select “Event ID” under the parameters you want to send for this event. Learn more about Facebook pixel installation here.

How to add your Facebook Access Token in Chip

Add an Access Token at the account level by going to your seller dashboard > Settings > Facebook Access Token > Paste your access token into the field and save.

We recommend that you use this Access Token Debugger tool to check that your access token was configured correctly. If you get a message stating "The access token could not be decrypted," please try creating the Facebook Access Token again.

That’s it! When configured correctly, the access token will apply to all campaigns and domains.