Here’s a real-life example of the benefit of setting up Conversions API…
Events Overview
If you go to the Overview tab of your Events Manager, Meta will highlight this in the Status column.
If you see a squiggly chart graphic, hover over it. You’ll get a message like this:
“In the last 7 days, you saw about 5.8% more conversionsA conversion is counted whenever a website visitor performs an action that fires a standard event, custom event, or custom conversion. Examples of conversions include purchases, leads, content views, add to cart, and registrations. More reported for [this event] by using the Conversions APIConversions API provides a direct connection between your conversion results and Meta to be used for ad set optimization and reporting. Examples include both web and offline events. By using a Conversions API, you can send Meta a more complete picture of conversion activity to help improve your results. More alongside the Meta Pixel.”
When I check this on other events, it’s a similar story.
8.7%…
10.8%…
19.2%…
50%!
These numbers are constantly changing, so they aren’t the same as what I include in the video. But, the bottom line is that it’s consistently 5-10% additional conversions, and sometimes more, as a result of using the Conversions API.
Why This Matters
This increase applies to all events, regardless of where they came from. So it’s not just my ads.
But these increases in attributed conversions help provide fuller conversion reporting. That could be the difference between exiting the learning phase or not. Or bad results and good results.
It also helps with optimizationThe Performance Goal is chosen within the ad set and determines optimization and delivery. How you optimize impacts who sees your ad. Meta will show your ad to people most likely to perform your desired action. More since Meta has a more complete picture of the conversions that happened that can be learned from.
I set up the Conversions API Gateway using Stape. I get nothing from them for saying that. It’s a very easy and inexpensive way to set up the Conversions API Gateway. If you need help setting this up, check out my tutorial.
