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