How to set up Facebook Conversion API in FlexiFunnels?

Modified on Wed, 5 Jun at 4:39 PM

Introducing the Facebook Conversion API in FlexiFunnels, a cutting-edge optimization recommended by Facebook to enhance the accuracy and reliability of tracking user interactions on your website. This integration enables a deeper understanding of user behaviours, empowering marketers to optimize their ad campaigns based on comprehensive data insights.

In today’s digital marketing world, accurate ad tracking is critical. Without it, you're essentially throwing money away. If your ad tracking isn’t accurate, your ad spend will never reach its full potential. You'll miss out on conversions and your ROI will suffer.

Why is this happening? Browsers are moving away from using third-party cookies, making traditional tracking methods less reliable. This shift means your ads might not be performing as well as they could be. Since your Facebook ad manager is not getting the data it needs to optimize your ad campaigns

That's where the Facebook Conversion API facilitates better tracking, measurement and attribution across all stages of the marketing Funnel. By capturing events directly from the server side, this API minimizes data loss and ensures higher data accuracy, particularly in environments where browser-based tracking encounters limitations due to privacy restrictions and ad blocking.

See this article by Facebook regarding Conversion API - https://www.facebook.com/business/help/2041148702652965?id=818859032317965

For instance, consider a case study from Hyundai, which utilized conversion API technology to optimize its lead conversion strategies. By implementing the API, they saw a 20% increase in lead-to-sale conversion rates, demonstrating the direct impact of enhanced data tracking on campaign success.

Here is the case study link- https://www.customerlabs.com/blog/facebook-conversions-api-offline-api/.

This kind of precise tracking facilitates targeted ad adjustments and smarter spending, which is essential for maximizing the return on ad spend (ROAS) in Facebook ad campaigns.

Use Cases for Facebook Conversion API in FlexiFunnels:

1. Improve Connectivity To Reduce Cost Per Result: Data from the Conversions API is less affected than the Meta pixel by browser loading errors, connectivity issues and ad blockers. When you use the Facebook Conversions API alongside the pixel, it creates a more reliable connection that helps the Facebook ad delivery system decrease your cost per result.

2. Enhancing Ad Targeting Accuracy: You can run Facebook ads to promote a lead generation funnel. By using FlexiFunnels' Facebook Conversion API integration, it starts sending server-side events directly to Facebook. Ensuring that the ad targeting is based on the most accurate and up-to-date user interaction data, despite browser restrictions like cookie blocking. This will enhance ad targeting accuracy.

3. Improving ROAS: By using Facebook Conversion API to track conversions accurately, your ad manager gets precise data on your leads and sales. This data allows Facebook to optimize your ad spend, focusing more on audiences that are more likely to generate value for your business. Hence improving your Return on Ad Spend (ROAS).

4. Reducing Cost Per Acquisition (CPA): By implementing the Conversion API, your ad tracking will improve, leading to a reduced Cost Per Acquisition (CPA). This precise tracking allows for better refinement of ad campaigns, significantly lowering CPA by targeting the segments of your audience most likely to convert.

5. Re-engagement of Past Customers: You can also run retargeting ads for your past clients, prospects, and people who have interacted with your site who didn't sign up or didn't take desired action based on your products. So, you can create a custom audience for retargeting those users with personalized ads to tell about your programs, products, or services.

6. Cross-Device Tracking and Attribution: Knowing that users may switch devices during the purchase process, Facebook Conversion API helps track user interactions across devices. This helps in attributing conversions accurately whether the user saw the ad on mobile but completed the purchase on a desktop, ensuring that ad spending is correctly optimized across channels.

Now, you know the advantages of Facebook Conversion API.

Implementing it can be a bit tricky. And in multiple cases, it requires developer help to implement it.

But as a FlexiFunnels user, you don't need to worry about any technical complications. We have made it a few simple clicks easy to integrate Facebook Conversion API with FlexiFunnels.

This integration has made FlexiFunnels one of the ONLY funnel builders to offer this powerful feature without the hassle of third-party tools. Now, you can easily use CAPI to enhance your ad tracking and optimize your ad spend.

How to Integrate Facebook Conversion API with FlexiFunnels

1. Go to your Facebook Events Manager in your Facebook ad dashboard - https://www.facebook.com/events_manager2/.

2. Go to Data Sources inside Facebook Event Manager & select the pixel where you want to implement conversion API

3. Go to Pixel settings

Copy the Pixel ID. Save it in your notepad for future reference and go to the settings of your pixel.

4. Navigate to Conversion API inside pixel settings & click Generate Access Token.

Once done, you'll receive an access token code. You need to copy it & save it in your notepad.

Note: This access token is to be kept private. Do not share it with anybody.

Now, come to FlexiFunnels Settings Dashboard- https://app.flexifunnels.com/settings

Click on "+ Conversion API" button.

Give a name to your Conversion API and paste the Pixel ID and Access Token. Then, Save it

Great, you have successfully integrated Facebook Conversion API in your FlexiFunnels account.

Now How To Start Tracking Data:

A. For tracking on Optin/Lead Generatiob Pages (Lead Event)

1. Go inside your project

2. Navigate to "General Code" in project settings.

3. Click on Conversion API settings --> Select your Conversion API and make the toggle on to activate the API. Then, Save it.

4. Now when visitors sign up on this page, Facebook Conversion API will track the page view and lead event as shown below.

Congratulations !! You are all set to track Lead & Page View Events.

B. For tracking on Payment pages for Sales (Purchase Event)

1. Go to the Products tab in FlexiFunnels - https://app.flexifunnels.com/products and choose the product for which you want to pass the Purchase event to Facebook.

2. Click on Conversion API settings --> Select your Conversion API and turn the toggle on to activate it. Then, Save it.

3. When someone makes a purchase, Facebook Conversion API will track the Page View and Purchase event as shown below.

Congratulations !! You are all set to track Purchase & Page View Events.

Critical pointers to take care of while running ads:

1. Do all the ads set up correctly as mentioned in the Checklist-
https://drive.google.com/file/d/1YGFCY_wtglPNPB2r9jVj8wMg9Id91BFS/view

2. Your custom conversion should be in URL Contain format.

Note: The parameter should contain not equal

Your custom conversion should be set in URL Contains format. When someone purchases your product/service/program, FlexiFunnels will add strings to your Thank You URL for tracking via Conversion API.

So, For Meta ads to recognize the conversion, they can track the URL address through the "URL contain" format to capture the conversion event accurately even if URL strings keep on changing after sign-ups/successful payment.

For example, if your "Thank You" page has an address like "https://yourdomain.com/thank-you", and even if it changes a bit with extra info like "?utm=abcdefgh", Meta ads can still recognize the conversion. It looks for the main part of the address "https://yourdomain.com/thank-you" to track the conversion. No matter the extra details after your URL.

So, in the above example, we will put https://yourdomain.com/thank-you in the URL contains area as shown in the screenshot below.

Facebook Recommends using both Facebook Pixel and Conversions API (CAPI) together:

Here are some of the reasons for it:

1. Data Accuracy and Redundancy: Using both Pixel and CAPI ensures that you have multiple data sources. If one method fails or misses a conversion, the other can still capture the event. This redundancy helps improve the overall accuracy of your tracking.

2. Improved Tracking: Pixel can sometimes be blocked by browsers or ad blockers, which can lead to missing data. CAPI, which sends data directly from your server to Facebook, bypasses these potential blockages.

3. Better Optimization: Combining both methods gives Facebook’s algorithms a more complete view of your conversion events. This helps improve ad delivery and optimization, making your campaigns more effective.

4. Event Deduplication: Facebook automatically deduplicates events reported by both Pixel and CAPI. This means you won’t end up with duplicate data but will have a more reliable dataset.