Facebook Conversion API ios 14 update

The Facebook Conversion API (CAPI) is a tool provided by Facebook that allows businesses to send website events directly to Facebook's servers from their server. This is an alternative or complement to the traditional method of tracking events on the client side using the Facebook Pixel. The Facebook Conversion API is designed to help businesses gather more accurate and comprehensive data about user interactions, even in cases where client-side tracking may be limited.

A recent study found that nearly 80% of iOS users' data cannot be tracked using the browser-side Facebook pixel. So Facebook Conversion API or Server-side tracking is the best solution.

Here are key points about the Facebook Conversion API: Server-Side Tracking:

The Conversion API enables server-to-server communication, allowing businesses to send event data directly from their server to Facebook's servers. This occurs in the background without requiring user interaction.

Data Accuracy:

Server-side tracking can improve data accuracy, especially in scenarios where client-side tracking may face limitations, such as ad blockers or privacy settings that restrict JavaScript execution. It helps capture events that might be missed on the client side.

Enhanced Privacy Compliance:

The Conversion API can be a privacy-friendly solution, particularly in light of evolving data protection regulations such as GDPR. By processing and transmitting data on the server side, businesses can have more control over user data and ensure compliance with privacy laws.

Offline Event Tracking:

With the Conversion API, businesses can track and send offline events that occur outside of the online platform. This includes events such as phone purchases, in-store transactions, or other interactions that are not directly tied to online activities.

Complement to Pixel Tracking:

The Conversion API can be used in conjunction with traditional client-side tracking using the Facebook Pixel. This allows businesses to have a more comprehensive understanding of user interactions by combining data from both sources.

Event Deduplication:

The Conversion API supports the deduplication of events, helping prevent the double-counting of conversions. This is particularly important in scenarios where both client-side and server-side tracking are employed.

Secure Communication:

To ensure the security of transmitted data, the Conversion API supports secure communication through the use of the HTTPS protocol.

Custom Events and Parameters:

Businesses can send custom events and additional parameters to Facebook, tailoring the data sent to meet their specific needs. This flexibility allows for a more customized tracking setup.

API Integration:

Implementing the Facebook Conversion API requires technical integration with your server-side code. Facebook provides API documentation and guides to help businesses set up and configure the Conversion API.

Access Control: The Facebook Conversion API provides access controls to manage who can send events to Facebook. This helps ensure that only authorized entities can transmit data.

It's important to note that while the Facebook Conversion API offers several advantages, the choice between client-side tracking (using the Facebook Pixel) and server-side tracking depends on various factors, including the specific use case, technical requirements, and privacy considerations. Businesses may choose to implement both solutions to create a more robust and resilient tracking system.