How to Setup Conversion API For Meta (Facebook) Ads in 2024

all right I want to talk about Facebook conversions API now you may have already heard of this and it's actually been around for very long time and it's also referred as cppy now let me explain to you a little bit about what's going on here so you're probably familiar with the Facebook pixel or metap pixel what's happened since the iOS 14 update is we're not allowed to send pixel data back to Facebook unless the user on the app agrees to it so I think over9 90% of the people are saying no don't um track me

so you get this little notification it says ask app not to track you so a lot of people are saying no to that of course that's what they would do because you don't be tracked now what's happening now is Facebook's not getting the data it needs to track conversions and other events that happen whenever somebody leaves the app after they see an ad that's a big problem for advertisers because now we can't accurately you know make decisions on what's working what's not working so what what has been a big talking point is conversions API now

this has been around a while now with pixel tracking beginning canceled out or becoming less efficient people have been using the conversions API and the difference is pixel tracking goes straight from the Facebook app and tracks everything and sends it back right every little event gets sent back to Facebook through the pixel has it direct line from Facebook to um back to Facebook so so with conversions API what's happening is the person clicks the ad they go to your landing page and an event happens um let's just say they're entering their email to download a

a lead Magnet or something so when they enter their email your server collects that email right whether whatever system you're using whatever CRM you're using now that CRM that tool whatever tool you're using can report that information back to f Facebook whether it's being stored on your own server or a third party tool you may have you know gotten some messages from meta about setting up your conversion API I know I have and the way that works is Facebook is helping you set up an instance your own server with AWS and believe me this goes

over my head I don't understand all this I just know that they're setting up a cloud server on AWS that stores all this information and reports it back to Facebook right I don't recommend that for somebody that's you know just starting out small business not spending a ton of money on ads um for a couple reasons one it's very technical and the other reasons is you have to have this this AWS server that does cost money and depending on how much traffic you send there the monthly bill can fluctuate and it's probably could be pennies

but it could also end up you know costing you money that you don't really need to spend and the reason why I suggest not doing that is because there's other Solutions likely the solution that you're using for say you know Shopify or these other checkout tools a lot of them will already have Cappy integrated into the system the purchase event is the most important one to report back to Facebook but you also have lead events so lead events can get reported back to Facebook as well amongst a bunch of different other events you can send

back there the other way you can do this is if your tool does not have a Cappy solution integrated and typically you can search for it in the help articles or reach out to their support to see if they do have Cappy support but if they don't I'll show you a way that you can set it up for almost any tool out there as long as they work with zapier so what I'm going to do is go really quickly go into zapier and show you how to set up a zap to report Cappy information back

to Facebook or meta so let's jump into this tool and here I have a zap already set up right or not set up but I got it open so what we're going to do is we're going to first of all figure out how we're going to trigger that app so we're going to figure out what what we want to do use to trigger this event I'm going to use unbalance because we use this for a lot of our landing pages and we're simply just going to choose let's just choose a lead event a new form

submission so basically when the form is submitted we'll call this a lead form we want a lead event to fire back at meta and notify meta that a lead just came through from that campaign so we'll hit continue there we're going to trigger it'll add ask you to choose your login information on unbounce then you need to choose the landing page so let here we go so we got the lending page it's going to test the trigger this one has information so cool and now we're going to continue with the selected record and we're going

to type in Facebook conversions so Facebook conversions send lead event continue we'll have to choose our account Facebook conversions already have it set up you have to set it up on your own and this is going to be website and we'll pick the business account then their pixel um and this section here the more data you can feed back to Facebook the better but a lot of times you may not have this information so some of this may not have it included so this has time data but it's not formatted properly you can format data

gets a little more complicated we're going to bypass uh a lot of this stuff but again the more you can data you can give Facebook the better because it can start identifying who that person was but the main things is you definitely want to include email so we'll do email if you can col capture phone number obviously you're not going to build capture phone number for all your leads but if you can catch phone number they want to put that in there first name I'm assuming we're we got name yep but at the very least

you need to send email over so again you want to capture as much data as possible and send it back to Facebook here so if you're collecting any of this data city state country zip code any of that be sure to send that back to Facebook now that we have that set up hit continue you can uh test it we're just going to ahead and Skip and now anytime a lead comes through on bounce through zap zappy a it's going to send a lead event back to meta and let them know that this conversion happened

so again to recap this you don't need to set up your own server and do all this you can if you're doing you know you know if you're doing a lot of um if you're spending a lot of AD spin it's not a bad idea to set that up but if you're not spending a ton of money on ad spend I wouldn't recommend drumming up your own server and dealing with all that extra work either use a third party service that you're using already they typically will have a Cappy connection or again you can use

zappier to connect your Cappy event so appreciate you listening to this video If it helped you out out feel free to hit the notification Bell subscribe all that good stuff I appreciate you and thank [Music] you