Facebook Conversion API Gateway is the newest approach to setting up Conversion API, and it looks like it’s the easiest one. FB CAPI Gateway is taking advantage of cloud-based servers, which receive events from the browser and transport them directly to FB servers.
With FB CAPIG, you won’t need to set up event deduplication and send user parameters or events from the server. More than that, CAPI Gateway allows having multiple domains and pixels within a single instance of Conversions API Gateway, even if these assets are located in different Business Managers.
This blog post will discuss what Facebook Conversion API Gateway is and its advantages and disadvantages over server GTM implementation of FB CAPI. I will also show how to set up FB CAPIG using stape.io hosting. It takes only 1 minute!
As soon as the need for server-side tracking became obvious due to the instability of the browser tracking method, Facebook was among the first to offer its solution. FB server-to-server technology was released when the server Google Tag Manager was not even in a public beta.
The digital advertising landscape has been rapidly evolving, with increasingly stringent tracking restrictions like Intelligent Tracking Prevention and AdBlcokers on the rise. As a result, FB advertisers have been experiencing a significant decrease in success rates for paid campaigns. However, with adequately implemented Conversion API, they have been able to improve conversion rates and get more accurate results from paid ads, even with tightening tracking restrictions.
The main reason why FB CAPI helps to improve campaign results is that server-to-server tracking is more reliable than browser one. When ITP limits cookies or Ad Blocker prevents FB pixels from firing, the server tracking still works. It delivers valuable data to Facebook, which helps to attribute conversions to campaigns and create quality custom audiences.
Even with such a huge advantage, the speed of Facebook Conversion API implementation could have been faster. The most apparent reason advertisers do not use FB CAPI is that it’s time-consuming and requires technical skills.
Stape’s agency has been mainly working with ss tracking and FB CAPI. For us, on average, it takes about 15 hours to implement FB CAPI using the server Google Tag Manager.
This is where Facebook Conversion API Gateway comes into the game. It is the fastest solution for implementing Facebook server-side tracking. And it does not require any specialized knowledge.
The critical component of CAPI Gateway is its Hub. CAPI Gateway Hub requires a cloud server to run all communication processes between FB pixel and Conversion API. Check FB documentation of how CAPIG works to understand it in more detail.
After the FB pixel is connected to the CAPIG hub, the hub will use web events to track data from the server. Therefore, before implementing CAPIG, it's essential to ensure that web events are 100% accurate and receive all the required user and product information.
CAPIG does not support the Event Setup Tool
With stape, setting up and hosting Facebook Conversion API Gateway Hub is simpler than ever. All you need to do is create a stape account and set up CAPIG inside stape. Then just connect the required FB pixels to the CAPIG hub.
1. Low price. Stape.io hosting for FB CAPIG costs $10/month per pixel or $100/month for unlimited pixels. We also offer a 7-day free trial.
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