What is Facebook Conversion API (CAPI) exactly?

And how does it work? 

It’s a question I get frequently in our Facebook Group and has become more and more important.

Especially with the new changes that are coming with the new iOS14 update.

In this post I’ll discuss what Facebook Conversion API is and why it matters now.

  • 👉 Why does the Facebook Conversion API (CAPI) matter?
  • 👉 What is the Facebook CAPI?
  • 👉 Difference between cookie based vs server based tracking
  • 👉 How will this affect your ads?
  • 👉 How do you verify your domain in Facebook Business Manager?
  • 👉 What to do if you can’t verify your domain…
  • 👉 How to prioritize your Facebook Pixel events?
  • 👉 Resources that can help

If you want to skip reading, just watch the video below:

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What is Facebook Conversion API (CAPI)?

Conversions API (CAPI) is a relaunch of what Facebook previously called Server Side API (SSAPI).

The Facebook Conversions API allows advertisers to send web events from their servers directly to Facebook.You basically link your pixel to the servers and process your conversion events through it.

With Facebook’s Conversions API, a direct channel for pixel events is established between your website’s server and Facebook ads platform.

cookie based vs server based tracking

Why would this matter now?

Well.

It matters quite a lot.

Especially with Tim Cook’s tweet back in December…

facebook ads ios14 update

I believe that Facebook was slow in responding on this.

Probably didn’t think Apple was gonna move forward with the update.

So?

Well this is where things get messy!

How will this iOS14 update affect my Facebook Ads?

Unfortunately, in a number of ways.

And not necessarily in a good way.

  1. Conversion tracking: Not being able to track conversions efficiently as you will have to define the events you really want to measure in case users select not to be tracked.
  2. Audiences: Audience targeting capability will vary as you won’t be able to track everyone consistently.
  3. ROAS: Return on ad spend will vary (decrease most likely) as you will be tracking less users and less conversion events.
  4. Attribution window: Will change from 28 day to 7 day window by default and not other options.
  5. Prioritize pixel events: You will have to select 8 and select them. You can watch the video where I talk and show which events you should be using.

Why Facebook Conversion API (CAPI) matters now?

Well, knowing how to use Facebook Conversion API can really help in improving your tracking and conversion events.

It makes things just better in terms of how you are tracking your users and feeding more data back into Facebook.

Unlike cookie based tracking, by using Facebook Conversion API you will be able to send data through your server directly into Facebook’s ad platform.

Even if a user blocks Cookie tracking within their brower, you will be able to collect more info or data to improve the measurement and performance of your camaigns.

facebook conversion api

What are things you should be doing today to preprare for the new iOS14 change?

You should do two things:

  1. Verify your domain
  2. Select or prioritize your conersion events

You can watch the video for a step-by-step guide with how to get these things done or keep reading to better understand how to get your Facebook Ads ready!

How can you verify your domain in your Business Manager?

There are basically three different ways by which you can verify your domain.

  1. DNS verification
  2. HTML file upload
  3. Meta-tag verification

verify domain facebook business manager

All three verification forms do the same but need to be installed in a different way. You might need help from your developer or technical person to verify your domains.

One caveat to this…

As of the writing of this blog post, you can’t verify subdomains that are not owned by you.

For example, if you use Clickfunnels, Thrivecart, Ontraport, Kajabi, and so on…

You will end up with domains like:

  • courses.markeko.co
  • secure.markeko.com
  • xxxx.yourdomain.com

And you can’t verify them for now.

You can verify domains like Shopify, Thinkific and other ones but most software providers were not prepared for this change.

It caught everyone off guard unfortunately!

How to verify Thinkific domain with Facebook Business Manager?

For example, I was able to verify my courses.markeko.com sub-domain in Thinkific by opening the actual code file and adding the Meta-tag string that Facebook gives you to verify the subdomain.

It took me some time to figure it out but it’s totally possible.

verify thinkific domain facebook ads

If you are using a different software for your sub-domain, check whether you can get into the HTML code and add your Facebook verification code.

How should I prioritize my conversion events in Facebook Business Manager?

The second thing you need to do is to select your conversion events.

Why?

Because when users Opt-Out to be tracked on their phones, Facebook will track ONLY one conversion event.

As you can see in the image below, if a user Opts-Out of being tracked, Facebook won’t be able to track all events.

So you have to priortize them.

io14 update facebook pixel events

So make sure you prioritize your events within your Facebook Business Manager.

Keep in mind that personalized conversions events still work. You just have to decide which ones are most important for you.

And which ones are more important for you to track and measure in your Facebook ads conversions.

 

prioritize facebook pixel events

Other resources that can help you with the new iOS14 changes

Here is a list of external resources that I mention in the video and can help you with these changes:

  1. Facebook Conversion API overview
  2. Foxwell digital Facebook CAPI article
  3. Depesh Mandalia iOS14 Guide
  4. Markeko – Facebook Group

Hope this helps you better understand how the Facebook Conversion API works and how to better prepare yourself for this change!