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Facebook Conversion API (CAPI)

Facebook Conversion API (CAPI)

 

Conversion API is a Facebook Business Tool that lets advertisers share customer actions directly to Facebook. CAPI works with the Facebook Pixel to help advertisers improve the performance, measurement, and data collection of their Facebook campaigns.

Capabilities and Measurement

  
CAPI moves conversion tracking from the browser to the server-side.

In other words, CAPI lets you send the data you capture from your tools and platforms to Facebook Ads Manager. When you use the Facebook Pixel, Facebook collects the event and conversion data. With CAPI, you collect your own data, such as customer information or purchase events, then share that data with Facebook.

This server-side tracking is a more accurate way to track actions and attribute them to Facebook campaigns. In situations where the Facebook Pixel might be blocked by privacy controls, CAPI can still track conversions.

For more information related to CAPI you can read more on this article.

On the following lines we’ll describe how to set up the Facebook pixel and the Conversion API service.

Set Up Facebook Pixel

First we need to get our Facebook Pixel ID located in the Facebook Events Manager, once there we’ll find the pixel code in the right top side of our screen.

We need to copy this value, then go back to our WFIO instance and select the Facebook Pixel tag option from the list, we create a name for the tag, we paste the pixel id and click on save.

 

Enable CAPI for Facebook Pixel

From this point on, we’ll start configuring the CAPI service for our previously created pixel. Below the pixel ID input, two switches are listed

  • Facebook CAPI integration Disabled

  • Facebook Test Mode Disabled

Facebook CAPI Integration Switch

When we turn on this switch, the system will ask us for the token that is required for consuming the conversion API. This token it is really important for using the CAPI service; if you haven’t generated the CAPI token at this point, please go your Facebook’s Events Manager and follow these steps:

1.- Click on the Settings tab and look for the Conversions API section

2.- Click on the Get Started but