Have you heard the news? There is speculation that Facebook will transition out of the Facebook Pixel and move to a new tracking product, Conversion API. So what could this mean for our dealer partners and fellow industry professionals? Read on!
We stumbled upon this post from our friend, Ryan Everson, where he shares some insider information about what may be coming within the next few months:
Facebook Pixel vs. Conversions API: What’s The Difference?
Facebook Pixels are tracking tools that allow us to track different sessions, clicks, and conversions on your website. For example, we might simultaneously track page views as one data set and link clicks on that page as another. This data is vital to dealer advertising on the Meta (Facebook and Instagram) platform.
If you’re already worrying about what’s going to happen to your data if (when) Facebook decides to nix the Pix, we’re here to put your mind at ease. Your data won’t just disappear overnight, and we suspect it will likely get a whole lot better.
Why? That’s where Conversions API comes in.
Conversions API (CAPI) is Facebook’s new tracking program that uses event parameters instead of the session tracking that you’ll currently find in Pixel. Sound familiar? That’s because it’s following suit with Google Analytics 4 (GA4) and their new event-parameter tracking, creating more consistent results, visibility, and reporting across the two platforms.
Are There Benefits To Conversions API Over Pixel?
At its core, Conversions API is an automation tool that provides many benefits for users: namely, the platform's “set it and forget it” simplicity and the marrying of Facebook and Google tracking parameters mentioned above.
The switch should provide advertisers with a user-friendly product, potentially resulting in clearer data results, more easily digestible data, and an improved, simplified tracking experience.
“With the use of Conversions API, there will be a decreased cost per action: for example, advertisers who set up the Conversions API alongside the Meta Pixel saw a 13% cost-per-action improvement on average.”
- Facebook Pixel Tracking
What You Need To Do
If you’re already a FlexDealer client, you don’t have anything we worry about. Conversions API is already set up alongside Meta Pixel within our accounts so that when the time comes that Pixels are no longer in use, everything will continue to be properly tracked within our current accounts. We did this with GA4, and we will continue to take care of the data and tracking needs of our clients ahead of the curve.
If you manage your own accounts or are a provider, we suggest following the advice of Ryan and becoming familiar with the CAPI platform now. Knowledge is power!
Have questions or concerns? We’re always here to help! Don’t be shy about sending us your questions, and one of our friendly team members will reach out.