The Meta Conversions API provides a solution to improve data-driven signals by enabling server-side data sharing. By upgrading the Meta Connector to the Meta Conversions API, you can enhance ad performance and gain more accurate insights into customer interactions. This app offers several key benefits:
- Improved Ad Targeting: By sending high-quality, deduplicated signals, you ensure that your ads reach the most relevant audiences.
- Higher Match Rates: The Conversions API allows you to send detailed customer information, increasing the likelihood of matching events to the correct Meta user profiles.
- Enhanced Data Privacy: Server-side data transfer offers a privacy-first approach, reducing reliance on browser-based tracking.
- Better Conversion Metrics: The app ensures more accurate event tracking, helping you optimize your campaign performance and reduce the cost per action.
Additionally, the Meta Conversions API helps improve your Event Match Quality (EMQ) score. The EMQ score indicates how effectively the matching keys in the event can be used to match the event to the correct Meta user profile. A higher EMQ score can be achieved by sending identifiable user data to Activate as soon as possible. Once a profile contains this data, it will automatically be appended to subsequent Conversions API events, ensuring higher-quality signals and better campaign results.
Activating the Meta Conversions API can significantly enhance your ad targeting, match rates, and conversion metrics in Meta.
Activate the app
Go to Apps and click on the activate button to activate this app.
After activation, Activate is going to send all events to Meta via the server from now on. This has the following consequences:
- The frontend events are sent to Meta via both the pixel and server, after which Meta deduplicates the events. Sending the frontend events additionally via the server leads to higher data quality in Meta.
- The backend events are sent to Meta via the server. Forwarding backend events leads to more events in Facebook, a higher match rate due to more matching parameters and higher data quality in Meta.
In Meta, under Meta Events Manager, you can see the effects in the event overview:
The connection method indicates the way the events were received in Meta:
- Browser: the frontend events received through the Meta pixel.
- Server: the backend events received via the Facebook API.
- Browser & Server: events received via both (and are deduplicated).
When you open an event, the numbers of events sent via Browser and Server are shown:
From this overview you can get the following:
- Events Processed: the events processed.
- Events Deduplicated: the deduplicated events, i.e., events received via both the browser and server.
- Events Processed: the events received through the server and not deduplicated. These are the extra events that were included in the Meta statistics via the server method.
Tab: Overview
After you successfully activated the Meta Conversions App, you get access to the Overview after clicking Apps > Meta Conversation API. Here you see what data has been forwarded. In the graph, you see the number of events sent to Meta through the Server.
Tab: Leads
By activating Meta Conversions API, Activate receives the FBLeadAd event from Meta. This event is triggered when a new lead is generated by a campaign in Meta. The event includes the following fields:
- ID: the event ID
- Created_at: the time the lead was generated
- Contact id: the Activate contact id
- Email: the email address of the profile
If the event was triggered in the past seven days, it will be displayed between Events.