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Conversion Tracking

How To Setup Facebook Conversions API On My Website: 2 Conventional Methods

April 18, 2023
Google Analytics 4 Migration Via Tagmate

2022 marked a slight decline in revenue for Meta which dropped from almost $118 billion to over $116 billion while its net income plunged from $39 billion to $23 billion. Out of the $116 billion revenue it generated in 2022, $113.6 billion came from advertising.

And Facebook Marketing Pixel plays a very important role in the process of facilitating advertisers to leverage the 3.59 billion strong user base and of course, keep the revenue pipeline flowing for Meta. 

But everything started to change with Apple launching Intelligent Tracking Prevention (ITP) for Safari browsers and iOS in 2017 and ITP 2.3 (launched in 2019) and iOS 14 sent Meta in panic mode. This also resulted in a public escalation between the two tech giants as Apple is dedicated to make their devices more privacy-friendly which would ultimately sabotage Facebook’s ad targeting and tracking capabilities.

However, it is noteworthy that a significant number of small businesses also rely on Meta platform for digital marketing while users would be more likely to consent to ads as long as their privacy isn’t compromised.

Thus, Meta launched the Facebook Conversions API in 2020 to track purchases made after interacting with ads on its platforms while it rolled out the capability to track all events on its servers in 2021.

It is a server-side tagging-based approach and if you are wondering how you can implement it on your website, I have you covered. 

In this quick step-by-step guide, I will walk you through the process of setting up Facebook Conversions API on your website along with the secret hack that can make it ridiculously easy.

Let’s begin:

Step-By-Step Guide To Implementing Facebook Conversions API On Your Website

To begin with, there are two ways to implement Facebook Conversions API on your website: 

  1. Partner Integration Setup
  2. Manual Integration With The Help Of Events Setup

Also, we will discuss a third method which can save you a lot of time and effort while ensuring high accuracy.

Let’s get started:

Partner Integration Setup Method To Implement Facebook Conversions API

This is the relatively easier method out of the two since it doesn’t require coding or a developer in most cases. As a prerequisite, your website must be hosted on a Meta partner platform like WordPress or an e-commerce, adtech, tag manager, system integrator, or customer data platform that has partnered with Meta.

Want to check if the platform you are willing to use for Facebook Conversions API is a Meta partner? Check out this link: Facebook for Business

Here’s the step-by-step process to implement Facebook Conversions API using partner integration setup:

Step 1: Open Facebook Events Manager and go to Data Sources and choose your Meta Pixel. Now, click on Settings located in the top menu.

Partner Integration Setup Method To Implement Facebook Conversions API
(Image Courtesy: Events Manager)

Step 2: Navigate to the Conversions API section and go to the Set up through a partner integration section. Click on Choose a Partner.


Partner Integration Setup Method To Implement Facebook Conversions API
(Image Courtesy: Events Manager)

Step 3: A pop up gallery will appear. Select the partner platform of your choice. Based on the platform you select, you will be provided a set of instructions to complete the Facebook Conversions API setup.

Manual Integration (With Events Setup) Method To Implement Facebook Conversions API

Users who do not have access to partner platforms or don’t want to use one may use the second method which involves programming. Also, you may expect help from a developer since the manual method requires significant technical knowledge and coding skills.

Notably, you will still need Facebook Events Manager to specify the events you want to track. Let’s begin:

  1. Choose the pixel that you want to use to configure the conversions API in the Events Manager.
  2. Click the Add Events button, then select Using the Conversions API from the drop-down menu.
  3. Next, select the Install code Manually option and click on Continue after reading the overview shared on the screen.
  4. Select the events you want to track. You may also refer to the Facebook event if you need more information about it.
  5. Click Continue.
  6. Now, click Continue after choosing the parameters for each event.
  7. Click on Confirm Setup. Next you need to click on Send Instructions.
  8. Now enter the email address of your developer and click Send. Also, check the box that says "Send me a copy of this email" to keep a copy for your records.

Now, your developers will take the process forward from here to complete the setup based on your requirements, website technology, and the setup process. 

Facebook also provides resources for developers to implement Conversions API to simplify the process.

The Fastest And The Simplest Method To Implement Facebook Conversions API: Use Tagmate

Think that the first method doesn’t allow you to have all the control over the process but the second method is a bit too expensive and time consuming? 

Worry no more. Use Tagmate’s pre-built Facebook Conversions API template to make the implementation process a walk in the garden even if you aren’t a technical person.

Here’s how you can use Tagmate to implement Facebook Conversions API.

Wrap Up

Setting up Facebook Conversions API (FCAPI) can be incredibly rewarding- A Mexican digital payments firm Clip witnessed a 46% surge in conversions while reducing cost by conversions by 32% with FCAPI. 

Implement Facebook Conversions API today using Tagmate.

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