Avoid Losing Facebook Conversion and Targeting Data by Using 

Facebook Conversion API

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Why It's Important

Features of Facebook Conversion API in a Nutshell

Facebook Conversion API (further as FB CAPI) is a way to avoid losing data due cookies blocking, browser loading errors, ad blockers, iOS 14+ changes and other effects that have impact on your Facebook campaign performance. Soon the most widely used web browser Google Chrome is going to limit 3rd party cookies which will affect measured data via Facebook pixel even more. Use FB CAPI to mitigate these issues and get even more benefits:

Defence Against 3rd Party Cookies Limitation​

FB is losing up to 15 - 20 % of signals today, and this will worsen with Google chrome limitation of 3rd party cookies.

Reduced cost per action

By using FB CAPI together with the FB pixel you can reduce your cost per incremental conversion by 7–27% as per official case studies by Facebook.

Improved Data Accuracy

Data from Conversion API is more resilient than the pixel by browser (loading errors, connectivity issues and ad blockers).

Offline Conversions

Level Up your measurement by exploiting benefits of Offline FB CAPI, which can help you to measure offline return to your ad spend, show ads to people based on actions they take offline and more.

Data Enrichment

Optimize your campaigns on better data such as on offline conversions, margins or customer scoring.

Defence Against 3rd Party Cookies Limitation​​
FB is losing up to 15 - 20 % of signals today, and this will worsen with Google chrome limitation of 3rd party cookies.​
Reduced cost per action
By using FB CAPI together with the FB pixel you can reduce your cost per incremental conversion by 7–27% as per official case studies by Facebook.
Improved Data Accuracy
Data from Conversion API is more resilient than the pixel by browser (loading errors, connectivity issues and ad blockers). ​
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Offline Conversions
Level Up your measurement by exploiting benefits of Offline FB CAPI, which can help you to measure offline return to your ad spend, show ads to people based on actions they take offline and more.​
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Data Enrichments
Optimize your campaigns on better data such as on offline conversions, margins or customer scoring.​
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How Do We Approach to implementation of Conversion API

Facebook CAPI Tailored to Your Needs

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(1)

We find out your needs and expectations regarding FB CAPI

(2)

We agree on cloud provider that suits the best (such as Google Cloud Platform, Amazon Web Services)

(3)

We agree on events that you would like to be measured server-side

(4)

Implementation of FB CAPI and testing

(5)

DNS A record creation on web hosting level (necessary step done by the client regardless implementation type)

(6)

Monitoring

Why Choose Us

  • Official Meta Business Partner
  • Time Flexibility – We are able to set up FB CAPI within 1 - 6 weeks.
  • Complex Analytics Support – We can solve also more technically demanding tasks such as server-side tracking or data-layer issues.

How Much Does It Cost

Implementation Packages

Basic

$ 219
  • Fastest way to set up FB CAPI
  • Conversion API Gateway implementation (standalone Facebook software)
  • Easy turn on / off server events tracking via Conversion API user interface
  • Lower event match quality (4,6 out of 10)
  • Delivery in 1 week
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Standard

$ 379
  • Great flexibility and maximum control over your data
  • Partner platform implementation (such as Google Tag Manager server-side)
  • Possibility to send customer data (e.g. hashed emails, phone numbers) to FB
  • Higher event match quality for maximum business impact
  • May neeed some cooperation with your IT (data availability)
  • Delivery in 2 - 4 weeks
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Oblíbené

Custom

Ask for a quote
  • Fully custom solution for advanced advertisers
  • Partner platform implementation (such as Google Tag Manager server-side)
  • Offline conversion imports for enhancement of your digital campaigns
  • CRM data integration
  • Data enrichment and transformation
  • May need some cooperation with your IT (data availability)
  • Delivery in 4 - 6 weeks
Contact Us

Basic

$ 219
  • Fastest way to set up FB CAPI
  • Conversion API Gateway implementation (standalone Facebook software)
  • Easy turn on / off server events tracking via Conversion API user interface
  • Lower event match quality (4,6 out of 10)
  • Delivery in 1 week
Contact Us

Standard

$ 379
  • Great flexibility and maximum control over your data
  • Partner platform implementation (such as Google Tag Manager server-side)
  • Possibility to send customer data (e.g. hashed emails, phone numbers) to FB
  • Higher event match quality for maximum business impact
  • May neeed some cooperation with your IT (data availability)
  • Delivery in 2 - 4 weeks
Contact Us
Popular

Custom

Ask for a quote
  • Fully custom solution for advanced advertisers
  • Partner platform implementation (such as Google Tag Manager server-side)
  • Offline conversion imports for enhancement of your digital campaigns
  • CRM data integration
  • Data enrichment and transformation
  • May need some cooperation with your IT (data availability)
  • Delivery in 4 - 6 weeks
Contact Us

Implementation Packages does not cover subsequent infrastructure costs which differs based on number of hits on your website and cloud provider selected. Monthly infrastructure cost is usually around $100 (medium sites, SMBs) – $250 (larger sites with heavy traffic). Infrastructure costs are paid directly to the cloud provider (Google, Amazon).

Implementation price is per website. If you have a larger number of identical websites (eg language/country versions), please contact us for a custom quote.

Looking for tailored FB CAPI implementation?
Let's Get in Touch.

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FAQ

Find Out More About Facebook Conversion API

Facebook Conversion API (FB CAPI) provides you with the option to directly connect your marketing data with Meta systems. Which may help you to optimize ads targeting, descrease cost per action and and have your campaign outcomes measure out properly.

There are currently three options for FB CAPI implementation:

  • API Gateway – self-serve
  • Direct integration – meaning customizing your conversion api by yourself (from your IT team)
  • Partner solution – using solution such as server-side GTM, Salesforce and others.

It usually depends on flexibility / capacity of your IT team and your needs. If you have an Amazon Web Services account and you want to test Facebook conversion API and have it quickly ready, it may be a good start to try Facebook Conversion API Gateway which is a self-serve option in Event Manager.

Event Match Quality (EMQ) is an indicator of effective matching of your customer information send from your server with event instances in your Facebook account.

Facebook calculate the score out of ten based on the quality match. In Event Manager you can then see one of the four results of it: Poor, Ok, Good, Great.

Official Facebook recommendation is to aim at Good or Great score.

Advanced matching parameters helps you to reach higher Event Match Quality. Here are a few examples of parameters that may increase Event Match Quality score:

  • Hashed email,
  • Hashed phone
  • Other hashed information (such as region, gender, name etc.)
 
Higher event match quality can bring you more conversions, lower cost per results or increase custom audience size.

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Obratem se ozveme a domluvíme se s čím vám můžeme pomoci.

GA4 bez povolených souborů cookies

Prostředí GA4 bylo sestaveno tak, aby umělo přinést podnikatelům co nejlepší měření i v rámci nových webových omezení, kdy stále více uživatelů zakazuje cookies, a tím sběr uživatelských dat.

Hlavní výhody nového přístupu GA4:
  • Google používá machine learningové modelování k vyplnění mezer v datech – některé z nich jsou již nyní v GA4, jiné budou nasazeny v budoucnu.
  • Modelování konverzí například umožňuje GA4 správně přiřazovat konverze bez identifikace uživatele – jedná se o klíčovou funkci pro optimalizaci reklamních kampaní a automatický bidding.
  • Modelování pokrývá i situace s omezováním časových oken ze stran prohlížečů pro sběr first-party cookies, konverzí bez uděleného souhlasu, dopady Apple's App Tracking Transparency (ATT), chování uživatelů napříč různými zařízeními a další.

Data-Driven Atribuce v GA4

Bezplatný data-driven atribuční model (DDA) je dostupný v GA4 od ledna 2022 pro všechny uživatele –⁠ na rozdíl od původní verze Google (Universal) Analytics, kde byl model DDA dostupný pouze zákazníkům s placenou verzí GA360.

DDA je algoritmický atribuční model, který kvantifikuje hodnotu každého touchpointu v rámci cesty zákazníka (jako je kliknutí na kampaň). 

Výhody DDA modelu v GA4 oproti původním pohledům:

  • Využívá inteligentní modelování, které je založeno na striktních pravidlech, čímž snižuje váhu lidské chybovosti.
  • Jedná se o lepší model, než byl v GA360, protože bere v úvahu až 50 kontaktních bodů na cestě uživatele oproti původním 4 kontaktním bodům.
  • Možnost nastavit výchozí atribuční model na DDA (nebo jiný model jako last-non direct click). A všechny vaše přehledy i exportovaná data do BigQuery jej budou využívat jako nově zvolený model.

Dostupný DDA model vylučuje téměř všechny přímé návštěvy – neuděluje jim tak podstatnou váhu. Ať už se nám takové nastavení líbí, nebo ne, doporučujeme ho vždy – stejně tak jako jakýkoliv jiný atribuční model – ověřit pomocí marketingových experimentů. 

Export dat zdarma do Google Big Query

Google BigQuery je efektivní a vysoce škálovatelné cloudové datové úložiště optimalizované pro vysoký výkon i v rámci práce s objemnými datovými soubory. Z GA4 můžete exportovat všechna svá data na úrovni událostí do BigQuery a následně zde zpracovávat další analytické nebo data science iniciativy.

Příklady použití mohou být:

  • Spojení dat GA4 s dalšími zdroji ve vaší společnosti – CRM, zákaznická data, back-end prodeje a marže.
  • Využití dat GA4 pro pokročilou analýzu zákazníků – lepší pochopení lifetime hodnoty zákazníků nebo předpovědi odchodu zákazníků.
  • Automatizace reportingu ve vašem BI nástroji.
  • Přesun dat do místního nebo cloudového datového skladu.

Pro tento účel budete potřebovat nastavený a spravovaný účet Google Cloud. S tímto sestavením a následným představení daného rozhraní a celé infrastruktury vám rádi pomůžeme!

Poptávka základního nastavení GA4

Napište nám. Obratem se vám ozveme a domluvíme se na dalších krocích.

Poptávka nastavení GA4 na míru​

Napište nám. Obratem se vám ozveme a domluvíme se na dalších krocích.

Poptávka custom nastavení GA4

Napište nám. Obratem se vám ozveme a domluvíme se na dalších krocích.

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Coming Soon

Predictive analytics in GA4

One of the new and exciting features of GA4 is called “predictive metrics” – with these you can learn about your customers and their shopping behavior. These are added automatically to your data and are based on Google’s machine learning expertise.

GA4 currently includes the following predictive metrics:

  • Purchase probability: The probability that a user who was active in the last 28 days will log a specific conversion event within the next 7 days.
  • Churn probability: The probability that a user who was active on your app or site within the last 7 days will not be active within the next 7 days.
  • Predicted revenue: The revenue expected from all purchase conversions within the next 28 days from a user who was active in the last 28 days.

You can create audiences based on these values and leverage them in your advertising campaigns – for example, you could exclude users who have a high purchase probability as you may assume that these users will buy anyways and you don’t have to spend additional marketing dollars on them (test it) or try to win back an audience with higher churn probability with a special campaign or communication.

Data export to BigQuery

Google BigQuery is a cost-effective and highly-scalable cloud data warehouse optimized for high performance on very large data sets. With GA4 you can export all your event-level data to BigQuery for additional analytics or data science initiatives.

Example use cases might be

  • Joining GA4 data with other sources in your company – CRM, customer data, backend sales, and margin data.
  • Using GA4 data for advanced customer analytics for a better understanding of customer lifetime value or churn prediction.
  • Automate reporting in your BI tool.
  • Move the data to your on-premise or cloud data lake and data warehouse.

Example use cases might be

  • Joining GA4 data with other sources in your company – CRM, customer data, backend sales, and margin data.
  • Using GA4 data for advanced customer analytics for a better understanding of customer lifetime value or churn prediction.
  • Automate reporting in your BI tool.
  • Move the data to your on-premise or cloud data lake and data warehouse.

You will need to have a Google Cloud account set up and maintained for this purpose. That is why we are here and can solve all the infrastructure for you and with you!

Free data driven attribution in GA4

Since 1/2022 GA4 has made a data-driven attribution model available to all users – unlike in Universal Analytics where the DDA model was only available to GA360 customers.

DDA is an algorithmic attribution model that quantifies the value of each touchpoint in the user journey (such as campaign click) and it does so by smart modelling behind the scenes without human bias that is always present in rule-based models.

The DDA model in GA4 is also better than the one on GA360 as it takes into account up to 50 touchpoints in the user journey vs. the GA360 only took 4 touchpoints.

It is also possible to set the default attribution model to DDA (or another model) from the old Last Non-Direct Click. And then all your reports and data exported to BigQuery will use the newly selected model as default.

DDA in Google Analytics 4 excludes almost all direct visits from receiving credit – you may or may not like that, but as it’s been always the case with attribution we recommend validating any model using marketing experiments.

World without Cookies and GA4

GA4 is built for a world where more and more users opt out of cookie consent and other methods for data collection.

Google uses machine learning modeling to fill in the data gaps – some of these are already in the current GA4 others will be deployed in the future.

For example, modelling conversions allows GA4 to properly attribute conversions without user identification – this is crucial for optimized advertising campaigns and automated bidding. This covers situations such as some browsers limiting the time window for first-party cookies, conversions for unconsented users, Apple’s App Tracking Transparency (ATT) impacts, cross-device user behaviour, and others.