The Conversions API:

A path to best-in-class
data-driven marketing

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in stock this season?

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received our latest shipment!

Awesome!

Advertisers with the Meta Pixel

who set up the Conversions API saw
13% CPR improvement on average. *
In today's business environment, innovative companies think about their customers first.
And that has led them to thrive by using data to get the right message to the right person
at the right time. But the future of how we use data will look different. And it’s important
to build a strong, foundational data strategy that puts your customers first.

The Conversions API is a Meta business tool that creates a direct connection between your
marketing data and the Meta technologies that optimize ad performance. This helps you to
use your own marketing data to optimize ad targeting, decrease cost per action and see a
more complete picture of campaign outcomes while respecting people’s privacy.

Like many advertisers, you may be used to sharing web data with Meta using the Meta Pixel.
Unlike the Meta Pixel, the Conversions API isn’t just for website data. You can send
cross-channel (web, app, and offline) marketing data about your customer interactions,
allowing you to focus on the most important data for your business.

And since the Conversions API is less dependent on browser technologies than the
Meta Pixel, it can help both enhance how you use your data to improve performance
today and resiliency for the future.

*Based on 28 global A/B experiments of direct, partner or Conversions API Gateway integrations
between May to August 2022.
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THE CONVERSIONS API CAN HELP YOU TO:

• Increase ad performance with increased reliability and extended use of your data

• Improve your measurement capabilities

• Execute a privacy-preserving data strategy with increased access to new

innovations and data controls

It's not a question of if, but rather one of when you’ll need to transition to the Conversions API.
And innovative data driven businesses are implementing this solution now, because it's helping
give them the edge they need to compete today.

Global large advertisers with the Meta Pixel who set up the Conversions API saw, on average
+19% additional attributed purchase events.*

Global advertisers with higher quality Conversions API setup saw via Conversion Lift studies,
on average +33% increase in share of incremental Purchase Events** and +82% increase in
share of incremental Subscriptions Events.**

Why you’re seeing this ad

Feroldi’s is trying to reach
people on Facebook who are
interested in dogs.

Feroldi’s is trying to reach people

ages 18 and older.

Feroldi’s is trying to reach people

whose primary location is the
United Kingdom.

*Based on analysis of >1K global large advertisers with direct, Conversions API Gateway or partner integrations (partner
integrations only included if >1000 integrations exist) between 2022-01-01 and 2022-03-31 with criteria of at least 50
server and browser events, EMQ score > 5, server coverage of > 90% (but no higher than 300% to eliminate outliers)

**The meta analysis is based on the Global Conversion API based Lift studies (with 90+% confidence) ran between
2022-02-05 to 2022-05-03 with different levels of EMQ scores. The difference in incrementality share was observed
between an EMQ score of 5.0 to 7.0 for advertisers who are passing purchase events with Conversions API, as well as
for advertisers who are passing subscription events with Conversions API

Source: Meta case study

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Why the
Conversions API?
Relies on current-state browser technology to be effective
META PIXEL

WEBSITE INTERACTION

SERVER CONVERSIONS API

YOUR CUSTOMER For targeting, measurement

and optimization

OTHER INTERACTION

For example, CRM, lead ads and system-generated events

ADOPTING THE CONVERSIONS API TODAY IS THE PATH TO

SUCCESSFUL DATA-DRIVEN MARKETING:

• Increase ad performance
Get more out of your existing data integration by increasing the volume and reliability
of data available for ad targeting and optimization. Use your data in more ways with access
to optimization and performance tools like leads ads, custom audiences and
post-conversion optimization.*

• Improve measurement capabilities

Understanding which channels and surfaces are most effective for driving business results
is critical for marketers. The Conversions API not only enables improved measurement
capabilities allowing you to better understand the true value of your advertising, but also
improves access to sophisticated measurement tools, such as Conversion Lift, to plan and
test different campaign strategies.

• Gain access to new privacy-focused innovations and controls

Build a privacy-preserving strategy with increased data controls and simplify the usage of
solutions that use privacy-enhancing technologies, such as Private Lift, our privacy-enhancing
measurement offering.

We want to help you build data practices that allow you to continually respect consumer privacy
and treat data as a valuable asset. Implementing the Conversions API can take time, commitment
and resources, but respecting people’s privacy choices is absolutely critical. It’s what is needed to
help take your marketing to the next level, gain a competitive edge and become best-in-class
data-driven marketers.

*Post-conversion optimization is in beta 2022 and available Half 1, 2023.

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Setting up the
Conversions API
We recommend you set up the Conversions API with the Meta Pixel in a redundant setup.
By using both tools together, you can help strengthen the reliability of data you share,
thus decreasing cost per action.

There are several methods for setting up the Conversions API, and some may take less
than an hour. Integration methods vary by their cost, implementation difficulty and the
features they enable. Review the section below to help determine which integration
method is right for your business.

DIR EC T IN TEGRATION

Customize your Conversions API integration by setting it up yourself. While this method is
at no cost (excluding internal developer cost), setup often takes multiple weeks and requires
access to your server’s codebase and ongoing maintenance. This granular approach to
implementing works best for businesses with developer resources that build and maintain
digital infrastructure.

• Configurability: A direct integration may be a good option for advertisers that need the
ability to customize their configuration, control what data they share to Meta and when
they share it.
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CON VE R SIONS A PI GATEWAY

The Conversions API Gateway is an integration method that connects your website to an
Amazon Web Services instance, owned and operated by you, to send your data directly to
Meta quickly and easily.

This comes at no additional cost beyond what you pay for your AWS instance and this
code-free method doesn’t require a developer. If you do not have an AWS account, you
can create one by following this guide on the Amazon Web Services website.

The Conversions API Gateway may be best suitable to businesses with limited developer
resources as it can be integrated by a marketer with minimal IT support. Due to the codeless
set up, the Conversions API Gateway can cut integration time from months to hours.

The Conversions API Gateway offers added benefits such as:

• Speed
It can help bring down the Conversions API integration time from weeks to hours.

• Cost
The Conversions API Gateway may mean a lower cost to you due to lower technical
resources or requirements. The Amazon Web Services fees are the only cost required
with the Conversions API Gateway.

• Low technical lift

With some technical knowledge, you can set up and configure the Conversions API
yourself with minimal support from your IT or developer teams.

• Low maintenance cost

Unlike manual direct integrations, the Conversions API Gateway can auto-update
whenever new features become available, and therefore can help reduce long-term
maintenance costs.
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PA R TN E R INTEGRATION
Not all advertisers have the resources or experience to set up or maintain the Conversions
API Gateway instance. Partners and certain agencies can fill in this gap. This method might
also be suitable for advertisers that use a partner integration with partial-funnel coverage
and want to supplement it to capture upper- or mid-funnel events.

• Flexibility of a partner ecosystem

Over 50 partners support Conversions API integrations, including Shopify,
WooCommerce, Google Tag Manager, Tealium, Segment and others (see here). Cost
and implementation complexity varies by partner, with some requiring just a few clicks
to implement.

• Leverage existing partner relationships

You may already be working with a partner, from managing your ad campaigns, to
setting up and running your online shop. Your existing partner may be able to help
you integrate the Conversions API. For example, some partners such as e-commerce
platforms may be able to implement Conversations API with no additional costs and
reduce the overhead of deduplicating website events.
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BE S T-IN -CLAS S DATA-DR IVEN MAR KE TIN G

WITH THE CONVERSIONS A PI

Learn more about how the Conversions API can help improve
your advertising performance here.

43%
increase in purchase
16%
increase in customer
conversion rate acquisition
Fair Harbor Clothing Shopify

42%
decrease in cost
17%
increase in attributed
per purchase revenue
Safe Life Defense Love Your Melon

52%
decrease in cost per
30%
higher return on
qualified lead ad spend
Università BoxyCharm
Telematica Pegaso

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