Ivanna Holubovska
AuthorAccurate tracking and personalization are the keys to the success of paid campaigns . Many marketers create different angles for each target audience and use landing page builders, like Unbounce, to set up a custom landing page.
Accurate tracking is getting more problematic because of privacy restrictions. With Apple’s iOS 14 update, users will be asked to opt out of or opt in for tracking on iOS devices. Studies show that around 90% of users will choose to opt out of tracking. It means that tracking pixels won’t work for 90% of iOS users.
This article will describe how to set up the Facebook Conversions API for Unbounce so that Facebook and Instagram tracking still work accurately.
Facebook Conversions API, otherwise known as Facebook Server-Side API, is a new way of tracking from Facebook that allows sending data about user behavior on the site using a cloud server.
FB CAPI has the same abilities as the well-known Facebook pixel. But it has utterly different technology behind it. Facebook pixel uses JS code placed on the website to send data about events on the site. Conversion API sends data from the server.
These two ways of tracking (client-side and server-side) can work individually and in parallel. Facebook recommends choosing a parallel option and setting up web and server tracking to make event data more reliable.
Facebook conversion API has become especially relevant now when the ability to track users has been tightened. All advertisers who use Facebook ads have already been notified about the Apple iOS restriction of user tracking.
All apps installed on iOS 14 will be forced to ask user permission to track their interaction with the app. Assuming that most people choose to block tracking, they will become ghosts for platforms like Facebook and Instagram.
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