04/12/2023 • Ryan Hakeney
The iOS14 update - Then and Now
Paid Social Article
Update - 04/12/2023
Since the launch of iOS 14, Google has brought Android up to the same speed as iOS in allowing users to block ad tracking on certain apps. The privacy of users in the world of programmatic advertising is becoming more important than ever.
And in response, Facebook returned with some tools, such as Conversions API, that allow businesses to have their tracking methods more deeply integrated with their site and apps. This is the key update to mobile event tracking in the new world as third-party cookies slowly disappear; Conversions API.
What is the conversion rate API?
Conversion APIs allow businesses to send website events directly from their server to ad platforms. Unlike web pixels, you own all data with server APIs.
As internal tools, conversion APIs avoid limitations from third-party cookies or browser settings. This makes server tracking attractive amid tightening privacy laws and the loss of cookies on iOS and Android. Privacy changes now hinder client-side tracking methods like web pixels. This spurred major players like Twitter, Pinterest, TikTok, Spotify and Facebook to shift to reliable server-side alternatives.
Conversion APIs provide flexibility for marketers to collect analytics. Your website events remain visible even as external restrictions reduce pixel effectiveness. The key benefit to you as an advertiser to get Conversions APIs set up in your ad accounts is to increase confidence in conversion accuracy, and it’s directing secure, hashed data into your account so it can effectively target and retarget users.
How do I set it up?
This is where it can get difficult for advertisers who don’t have a helping hand. The main support you can get is either an agency onside who is familiar with the platform, or a Meta Partnered account whereby they can easily get support from the Technical Pro team to get it set up.
We recommend using the information provided directly from Meta’s articles to set up your Conversions API correctly.
Setting this up would support improving ad performance, integrating all of your customer information across sources, and most of all, protecting your performance and customer data from privacy policy changes.
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