Apple’s iOS 14 Update: What is Facebook’s Conversions API?

What is Facebook's Conversions API - Apple's iOS 14 Update

Conversions API is a Facebook Business Tool that lets you share key web and offline events, or customer actions, directly from your server to Facebook’s. Conversions API works with your Facebook pixel to help improve the performance and measurement of your Facebook ad campaigns.

You can use Conversions API to:

Server events are linked to your pixel and behave like browser pixel events in the following ways:

When you use Conversions API along with our other Facebook Business Tools, you can gain additional insights into the people who interact with your business.

The best practice is to use Conversions API in addition to the Facebook pixel. The Facebook pixel continues to be an effective Business Tool in cases where your customers have unblocked cookies on their web browsers, or if they use web browsers that have not yet blocked cookies by default. Conversions API doesn’t use cookies, so web browser settings don’t impact your ability to send data from customers that have provided you with all necessary consents (if any). Used together, the pixel and Conversions API will maximize the effectiveness of your website customer data.

You can also use Offline Conversions API (for in-store sales optimization), App Events API (for app events) and Advanced Matching with your pixel (to help you attribute more conversions and reach more people).

To decide if Conversions API is right for your business, read through these considerations.

If you want to set up Conversions API, choose the setup method that’s right for your business.

Note: Apple’s announced iOS 14.5 changes require that all apps in the App Store show a prompt to iOS 14.5+ users in accordance with their AppTrackingTransparency framework. These changes will impact how Facebook receives and processes events from tools like Conversions API. If you optimize, target or report on web events from Conversions API or any of our other business tools, you can take steps to update your event setup and manage these changes. Learn more.

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