There’s no getting around APIs in today’s corporate world, but changes are coming. By 2023, it’s anticipated that all major browsers are going to put an end to third-party cookies. Browser-dependent client-side tracking will soon be a thing of the past due to increased concerns over internet privacy. You can expect broad impacts on ad targeting, retargeting audiences, and custom audiences.
Thankfully, Facebook Conversion APIs are here to save the day. Instead of relying on the user’s browser to send vital tracking information, server-side conversion APIs track visitor activity through your website. The conversion API bypasses their browser but sends you the same visitor behavior data without compromising the user’s privacy.
Conversion APIs are also handy because your website isn’t necessarily the only way your visitors reach you. If you’re recording it, user information on third-party apps and tools for payment or support can be sent to Facebook through your CRM.
While you could wait until cookie-based APIs are phased out entirely, it’s better to get ahead of the curve and embrace conversion APIs now. Let’s look at four ways conversion APIs can help reduce your business expenses.
- Third-Party Cost Savings
Development time is drastically reduced because your team isn’t writing the code. Connecting to a ready-made solution can take hours instead of days or months spent coding from scratch. Plus, your team isn’t responsible if there’s poor coding. You get solid data with little effort when using third-party services. They’re more usable, too, because they are constantly updated and improved.
- Improved Security
Fraudulent transactions can be avoided because customer information is better protected. More robust privacy protocols exist because conversion APIs are based on a native machine-to-machine dialog. Reduced fraud means transactions will be authentic. There will also be fewer fraud-related costs such as chargeback fees and the cost of trying to recover chargeback abuse.
- Reduced Cost Through Automation
Small companies will significantly benefit from automating parts of their critical processes. It’s time-consuming and prone to error when doing it manually; it also takes more employees to do it. Integration of third-party applications is a standard solution for process automation. APIs are pivotal to developing applications that step in to prevent manual work, as well as contributing to real-time information sharing.
- Reduced Advertising Costs
Of course, one of the main ways conversion APIs reduce business expenses is through improved ad efficiency.
- Reduced Cost-Per-Action
Browser errors, ad blockers, and connectivity issues are less considered, creating a more reliable connection and decreasing cost-per-action.
- Optimized Ads for Later
Actions that take place after a purchase can be harder to track. With conversion API, you can optimize ads served later in the customer’s journey. This reduces costs by targeting customers more likely to generate profit and value.
- Measurement Improvements
You can better understand how your ads affect online and offline results. From discovery to conversion, improved ad measurements can provide insights that help you hit the mark time and time again.
- Increased Event Matching
Ads are more effective when your server events are accurately paired with customer accounts. By providing additional customer parameters, event match quality is improved, and your advertising cost-per-action goes down.
- Control Over Your Data
Costs are reduced by having control over the gathering, storing, accessing, sorting, and analyzing of data. You control what data you share and when you share it.
What Are Facebook Conversion APIs?
Facebook Conversions API isn’t necessarily new, but it will be increasingly important in an age when customer data privacy is king. The decline of browser-based cookies means that conversion APIs will be stepping up to do much of that work. Since ad blockers and browser crashes don’t affect Facebook Conversion API, you gain greater accuracy over the data you share.
While browser-based cookies provide insights only on website-based interactions, Facebook Conversions API provides insights on page visits, web conversions, and post-conversion events.
The best of both worlds is to combine the browser-based Facebook Pixel with Conversions API, providing full-funnel visibility. It’s important to remember that Facebook Pixel will no longer be available in the future, so avoid dependency on it.
Getting Ahead of the Curve
Facebook Conversions API needs to be set up a little differently depending on its integrating platform. WooCommerce, Shopify, and WordPress all have different requirements, but that’s a small price to pay for improved efficiency and reduced costs of conversion APIs.
Technology moves fast, and if your business can’t keep up, it will be left behind. Whether we like it or not, browser-based tracking cookies will soon disappear. While data privacy advocates cheer this development, businesses can be left scratching their heads about how to move forward. Server-side tracking with Conversions API is moving front-and-center to fill the void, sidestepping privacy laws and regulations.
