How do we transition from Meta Pixel to Conversions API for better tracking?

All answers to this question.

In 2024, a "Redundant Setup" is the gold standard. You should keep both the browser Pixel and the Conversions API running simultaneously. Meta uses a process called "Deduplication" to ensure that if both the browser and server report the same event (using a unique Event ID), it only counts once. In our 2023 case study for an e-commerce client, implementing CAPI saw a 15% increase in attributed conversions that the browser Pixel had missed due to ad-blockers and iOS privacy settings. It is essential for maintaining a stable Return on Ad Spend (ROAS) in the current privacy-first landscape.

   Answered 2024-04-22 by Susan Patterson

Is it easier to set up CAPI through a partner integration like Shopify or Google Tag Manager, or should we go for a direct server-to-server integration for maximum data control?

   Answered 2024-05-15 by Steven Graham

• Steven, if you are on Shopify or BigCommerce, use the partner integration. It’s a 5-minute setup and handles deduplication automatically. Direct API is only worth it for custom-built sites.

     Commented 2024-05-28 by Michael Higgins

Don't forget to check your "Event Match Quality" score in Events Manager after setup. If your score is below 6.0, your CAPI isn't sending enough customer parameters to match the data.

   Answered 2024-06-10 by Jennifer Hudson

• I agree with Jennifer. High match quality is the secret sauce. Without sending hashed email or phone data through CAPI, the server events won't link back to a specific user.

     Commented 2024-06-15 by Robert Miller