Facebook's new protocol, Aggregated Event Measurement, allows tracking web and app events from iOS 14.5 or later devices. It is recommended to set up Aggregated Event Measurement to optimize ad sets for conversion events. You can configure only 8 events in the Aggregated Event Measurement (or 5 if you decide to add value optimization for purchases).
Another FB requirement that became mandatory is domain verification. If you didn’t verify your domain, you can’t add events to the Aggregated Event Measurement and use them for campaigns optimization.
In this blog post, I want to show how to use server Google Tag Manager container and Facebook conversion API to modify URLs of Facebook events and optimize campaigns for events sent not from your domain.
Let’s say you are using a third-party tool to sell tickets for the online event. A user visits your site, and when they want to buy a ticket, they are redirected to the 3rd party domain where they can purchase.
You are launching Facebook campaigns and want to use success ticket purchase as an optimization event for your FB campaigns. Since the purchase event happens not on your website, you won’t be able to use the purchase event for the campaign optimization because the domain is not verified in your FB Business Manager. You can’t verify the domain even if the 3rd party tool allows adding FB pixel.
Here I want to show how to use Facebook Conversion API and server Google Tag Manager to modify the URL of the Facebook server events. It will allow using these events for campaign optimization.
This method will work only if you can add Google Tag Manager code to the third-party tool. Facebook will track only server events.
2. Send event data from the web to server GTM. You can use GA4 or Data Tag/Data Client to send event data. Since you will track only server Facebook events, I suggest sending user data from the web to server GTM. User data will give Facebook more information about people who are converting, and it will match purchases to your campaigns more accurately.
3. Add URL builder to the server GTM container from the Template Gallery.
4. Create a new variable in the server GTM -> variable type “URL Builder” -> Add URL and any query parameters you want -> Save.
5. Set a Facebook conversion API tag in the server GTM. To change the URL, go to the Server Event Data Override section -> Select Source URL and add the URL you’ve created on step 4.
6. Open the debug mode of web and server GTM containers and test Facebook server events. You should see that the URL is updated.
7. Open Facebook testing tool and check that you see the correct URL.
In the FB event testing tool, you can see events only from the allowed domain list.
Facebook's domain verification policy affects a lot of advertisers, especially those who sell tickets to webinars or online conferences since most are using third-party tools for the checkout process. I hope this blog post helps you fix the problem by changing the source URL using server Google Tag Manager and Facebook conversion API.
Using Facebook conversion API, you can send events from your server to the Facebook server. Server-side tracking with configured custom subdomain helps to bypass ad blockers, ITPs, and iOS 14 restrictions.Jun 24, 2021
The latest Apple announcement had many marketers worried about how to prepare their Facebook campaigns for iOS 14. The new mobile operating system limited the ability to use third-party cookies — a significant feature for most marketing and advertising campaigns. That means that marketers will have to find alternative methods for measuring conversions, tracking data, and using good old pixels on the websites. This blog post will explain what advertisers should expect from the iOS 14 update and explore how to prepare Facebook campaigns and set up tracking so that all your efforts are not in vain.Sep 11, 2021
The Facebook conversion API is a powerful tool that allows you to track your website’s visitors and their activity on your site. This data can then be used to create custom audiences, test out different versions of ads, or even provide insights into who might be interested in the product. The most popular way of integrating Facebook conversion API is using the Google Tag Manager server container. But there are other ways to do that: using Zapier, direct integration, integration with the CRM using webhooks, and much more.