Meta’s Conversions API Gateway is the newest approach to setting up Conversions API, and it looks like it offers the easiest implementation process yet. Taking advantage of a cloud-based and secure connection between advertisers and Meta, Conversions API Gateway doesn’t require you to set up event deduplication, and can send user parameters or events from a server. Additionally, it can support multiple domains and pixels within a single instance, even when these assets are managed by different Business Manager accounts.
This blog post discusses what Conversions API Gateway is, and its advantages and disadvantages over server Google Tag Manager implementation of Conversions API. It will also include information on how to set up Conversions API Gateway using stape.io hosting. It only takes one minute!
The need for server-side tracking has increased due to changes in the way that browser tracking is regulated, and Meta was among the first to offer a solution to this challenge. Its server-to-server technology was released before the server Google Tag Manager was even in a public beta.
The digital advertising landscape has been rapidly evolving, with increasingly stringent tracking restrictions like Intelligent Tracking Prevention and Ad Blockers on the rise.
As a result, Meta advertisers have experienced a significant decrease in success rates for paid campaigns. However, with adequately implemented Conversions API, they have been able to improve conversion rates and get more accurate results from paid ads, even with tightening tracking restrictions.
The main reason why Conversions API helps improve campaign results is that server-to-server tracking is more reliable than browser tracking. When ITP limits cookies or Ad Blocker prevents Meta Pixels from firing, server tracking still works. It delivers valuable data, which helps attribute conversions to campaigns and create quality custom audiences.
Even with such a huge advantage, the time to implement Conversions API could be faster. Installing Conversions API can be time-consuming and requires technical skills that can be a barrier for some advertisers. Despite this, Stape’s agency has been mainly working with server-side tracking and Conversions API. For us, on average, it takes about 15 hours to implement Conversions API using the server Google Tag Manager.
This is where Conversions API Gateway comes in. It’s the fastest solution for implementing Meta server-side tracking, and it does not require any specialized knowledge.
The critical feature of Conversions API Gateway is its environment. Each Conversions API Gateway instance requires a cloud server to run all communication processes between Meta Pixel and Conversions API. Check Meta’s documentation describing how Conversions API Gateway works to understand it in more detail.
After the Meta Pixel is connected to the Conversions API Gateway environment, it will use web events to track data from the server. Therefore, before implementing Conversions API Gateway, it's essential to ensure that web events are 100% accurate and receive all the required user and product information.
With Stape, setting up and hosting Conversions API Gateway is simpler than ever. All you need to do is create a Stape account and set up Conversions API Gateway inside Stape. Then, just connect the required Meta Pixels to the Conversions API Gateway environment.
Additionally, Conversions API Gateway is the most straightforward way of setting up Conversions API, meaning you can save hundreds or thousands of dollars compared to manual Conversions API implementation.
2. Easy setup. You don't need to hire developers or tracking specialists to set up Conversions API Gateway. The steps to set it up are simple compared to Conversions API implementation; it can take less than 1 minute to implement and can be done by someone without technical skills.
3. No maintenance. Conversions API Gateway updates are installed automatically. There is no need to spend time manually updating settings or servers. Even when you add a new event, all you have to do is set up proper web tracking and Conversions API Gateway will start tracking events from the server automatically.
1. New. Conversions API Gateway is new; most likely, Meta will roll out new functionality and update the existing one, so it makes sense to prepare for some changes to its features.
2. No support for other platforms. If you want all the benefits of server-side tracking, server Google Tag Manager might be a better solution. You will still need an instance of Google Tag Manager to manage server Google Analytics, Google Ads, etc.
To set up Conversions API Gateway with Stape, all you need to do is:
Once you have created the Conversions API Gateway container on Stape, we create an Amazon Web Services cloud formation stack based on Meta requirements. We also handle all updates.
1. If you do not have a stape.io account:
If you already have a stape account:
2. We will send you an email with the link to set a password to your stape.io account (if you already have stape.io, there won't be such an email). Follow the link from the email to set a password.
3. Select the Conversions API Gateway subscription. We offer two plans:
Stape offers a 7-day free trial for both subscription plans. You can run Conversions API Gateway on Stape for 7 days for free and remove Conversions API Gateway if you are unhappy with the results.
4. Once you've selected the subscription plan and added billing details, we will send you an email inviting you to set a password to your Conversions API Gateway. Check your email and click Accept Invitation.
5. Add the email address indicated in the email admin on the first step and set a password. Stape does not store passwords to Conversions API Gateway; please save it to a secure place. Click Create account.
6. You will gain access to the Conversions API Gateway environment, where you can manage Conversions API for your pixels and domains. One Conversions API Gateway instance can manage multiple pixels and domains in different Meta Business Managers, but you must have admin access to those pixels. To connect a new pixel, click Add data source.
7. Go through the Meta authorization process and select Meta Pixel. We recommend enabling Automatic advanced matching. It will help to increase the match quality of events. If you choose to enable Automatic advanced matching, click Show customer information parameters and select the parameters you want to share.
8. Once you've successfully finished Meta authorization, you will see your Meta Pixel in the Conversions API Gateway interface.
9. You can add a custom domain to the Conversions API Gateway instance. This step is optional.
Log in to your DNS provider and set records. If you use Cloudflare, the settings should look like on the screenshot.
1. First, check that Conversions API Gateway is receiving events from the pixel you've connected. To do so, open Conversions API Gateway and check that the event count is not 0 and that there is data in the Event Activity dashboard. It might take up to 30 minutes before the new connection receives data.
2. Open your website’s console and check that events were sent to your Conversions API Gateway URL. If you use the default Conversions API Gateway URL, then it will be https://gw.stape.io/
Log in to Conversions API Gateway. You can find your Conversions API Gateway URL in your stape.io account. Once logged in to Conversions API Gateway, click Add data source and select the required pixel.
1. Conversions API Gateway does not see my events.
Stape's Conversions API Gateway hosting is a server instance in the GCP cloud environment, which sends web events through a reliable server-to-server connection to Meta. Every time the Meta Pixel is fired from the browser, the events will be sent to Meta Pixel and Conversions API through a secure connection.
If you see the inconsistency of web and server events, ensure no additional integration might send data to either Meta Pixel or Conversions API, such as third-party apps, plugins, integration through the Google Tag Manager, etc.
2. Are there any limits for the subscription plans you offer?
You get up to 10 million events for $10/month and up to 200 million events on a $100/month plan.
3. I see a 404 error in the console after configuring the data routing subdomain.
It might take up to 30 minutes to process new DNS settings. First, please ensure that the DNS settings you've set up are correct. You can use this tool to verify DNS settings. For example, if you use Cloudflare, the settings should look like the screenshot below.
4. Should I configure event deduplication when using Meta's Conversions API Gateway?
Event deduplication is set up automatically. Event_id deduplication key is automatically generated and propagated to help ensure deduplication between both channels (web and server).
5. gtm-msr.appspot.com sends data to my Conversions API Gateway.
gtm-msr.appspot.com is a default domain of the Google Cloud Platform. After you've linked pixel to Conversions API Gateway, please make sure to stop Conversions API integration that was set up via server Google Tag Manager.
6. How to increase event match quality for Meta Conversions API Gateway?
To increase the Event Match Quality score for Meta Conversions API Gateway, you should enable Automatic Advanced Matching while connecting the pixel to the CAPIG hub. To define which user parameters you want to share with Meta, click Show customer information parameters and enable those you want to share.
7. What CAPIG server locations do you have?
We offer several server locations: the United States, Europe, South America and Asia Pacific.
8. How can I structure CAPIG?
1. Use one email for all of your clients. In this case, you must connect multiple pixels for one CAPIG hub and use one custom domain.
2. You can make an agency account and create accounts for each of your clients with its own CAPIG with their email. This way, you will have a custom domain for each website or pixel.
We also offer an option of private multiuser Meta's Conversions API Gateway hub:
- With an isolated multi-account cluster, you can ensure optimal data routing for each website, enable advanced matching, attribute more conversions, and improve ad relevance.
- Predictable price. Pay flat a fee of $500 each month for up to 1 billion requests.
- Select from up to 25 server locations.
- Connect an unlimited number of pixels located in the different Facebook Business Managers.
- Manage access for each account/website individually.
There are many advantages of using Conversions API Gateway, but the main ones are its simplicity and price. If you’re primarily interested in accurate Meta tracking and have multiple pixels in one Business Manager, then Conversions API Gateway might be the perfect solution for you—and Stape has made implementing Conversions API Gateway more straightforward and affordable than ever!
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