Comparison of Facebook Conversions API setup options

Apr 3, 2023
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As Facebook's Conversions API (CAPI) gains popularity among digital marketers, it's important to understand the different setup options available. While there are various ways to implement CAPI, this article will compare some of the popular options: via sGTM, via Gateway, and through a plugin for WordPress or a plugin for Shopify. Each method has its own peculiarities, and choosing the right option for your business can make a significant difference in the accuracy and effectiveness of your Facebook ad campaigns. By the end of this article, you'll have a better understanding of each setup option, and be able to choose the one that best fits your specific needs and circumstances.

Why do you need Facebook Conversions APICopy link to this section

With traditional pixel tracking, your website's conversion data is collected through cookies that are placed on the user's browser. However, this method can be limited by user privacy settings and ad-blockers, resulting in incomplete or inaccurate conversion tracking. If you're utilizing Facebook ads as a means to generate website conversions, it's crucial to implement Facebook's Conversions API (CAPI).

CAPI bypasses these limitations by sending conversion data directly from your website's server to Facebook, allowing for more accurate and reliable conversion tracking. Additionally, CAPI can help you maintain compliance with data privacy regulations and improve ad campaign performance by providing additional data points for optimization. Without CAPI, you may be missing out on valuable insights into your ad campaign performance and potentially losing out on conversions. 

By implementing CAPI, you can improve the accuracy of your conversion tracking, optimize your ad campaigns, and ultimately, drive more conversions and revenue for your business.

Ways of implementing Facebook Conversions APICopy link to this section

There are several ways to implement Facebook CAPI depending on your website platform and technical expertise. As mentioned before, one popular option is to use Google Tag Manager (GTM) to set up CAPI via server-side tagging. Another method is to use a third-party Gateway provider that can help you set up CAPI without any tech experience. Finally, you can also install a CAPI plugin for platforms such as WordPress or Shopify, which can simplify the setup process for non-technical users.

Let’s dive into the details!

FB CAPI via server Google Tag ManagerCopy link to this section

It can be an excellent option for businesses that want to take advantage of server-side tracking. By using Google Tag Manager (GTM), you can set up CAPI quickly and easily, and manage your tracking and optimization tags from a single location. Additionally, GTM provides a testing and debugging environment that allows you to ensure that your CAPI implementation is working correctly before pushing it to production. It can help you achieve more accurate conversion tracking, bypass ad-blockers, and maintain compliance with data privacy regulations, all while simplifying the implementation process.

Advantages of setting up FB CAPI through sGTM:

  • allows any kind of customization.
  • ability to set up pure server-side tracking and web+server. 
  • possibility of data enrichment.

Disadvantages of setting up FB CAPI through sGTM:

  • requires technical knowledge of server Google Tag Manager.

FB CAPI via GatewayCopy link to this section

Meta's Conversions API Gateway hosting on Stape offers an intuitive interface for setting up and managing CAPI, simplifying the implementation process. It’s a great choice if you're only interested in setting up CAPI, and not other server-side tracking tools like Google Analytics or TikTok. Additionally, if you manage multiple Meta Ad accounts, pixels, and domains in one Business Manager, Meta's Gateway can make it easy to manage them all in one place. Finally, if you don't have a team of developers or tracking experts to set up CAPI manually, using Meta's Gateway can help you get up and running quickly and easily. 

Advantages of setting up FB CAPI using Conversions API Gateway:

  • simple and fast way to set up CAPI.
  • supports web+server integration.
  • ability to set up Data routing to improve performance.

Disadvantages of setting up FB CAPI using Conversions API Gateway:

  • impossible to customise tracking.

FB CAPI through pluginCopy link to this section

If you have a Shopify or a WordPress site, implementing Facebook's Conversions API (CAPI) through a plugin can be an excellent option. Plugins are pre-built software components that allow you to add functionality to your website without needing extensive technical expertise. CAPI plugins from Stape can simplify the implementation process by providing easy-to-follow setup instructions and templates. 

Advantages of setting up FB CAPI via app or plugin:

  • simple and fast way to set up FB CAPI

Disadvantages of setting up FB CAPI via app or plugin:

  • no possibility of customization
  • might not be accurate. In some cases, the app or plugin misses events.

ConclusionCopy link to this section

In conclusion, implementing Facebook's Conversions API (CAPI) is crucial for businesses that use Facebook ads to drive website conversions. CAPI provides more accurate and reliable conversion tracking compared to traditional pixel tracking, and can help you maintain compliance with data privacy regulations while bypassing ad-blockers. 

If you're ever stuck or need help understanding any aspect of CAPI's setup, don't hesitate to reach out to Stape customer support - we provide top-notch technical assistance and guidance.

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