Collect all the data you need from your ad campaigns and deliver personalized experiences to your customers
Do you know how to boost your return on ad spend and increase sales on your Wix website? Now advertisers can count on Facebook’s Conversions API (CAPI) to measure key customer actions and get the full picture of their sales funnel. The new integration gives greater control over the data you share, allowing you to select and streamline the most important information that benefits your marketing campaigns.
If you want to deliver a personalized ad experience by marketing your products and services based on what your audience prefers, then you should connect the Conversions API to your Wix website. It’s the most effective solution to reach your customers on any device.
To understand how the Conversions API benefits your data measurement, you should first have a basic comprehension of how Facebook Pixel works.
Pixel is a popular Facebook browser-side tool used by advertisers to measure their ad campaigns performance, tracking customers’ in their web browser only. However, since Apple’s iOS 14 restrictions on user’s data access, in addition to ad and cookie blockers, Pixel is no longer enough to track accurate data. Advertisers who rely on Facebook Pixel don’t receive full customer information from Apple’s devices nor from the vast majority of browsers that use blockers or have disallowed tracking cookies.
Facebook Conversions API (CAPI) came as a response to the iOS 14 update. This powerful tool moves conversion tracking to the server-side - user website’s server - rather than relying on the client’s browser. In short: CAPI ensures you’ll get all the data you need.
To track server events, Conversions API provides a unique ID to a visitor of your Wix page which is stored on a private server. When a user performs an event, like purchases or subscriptions, the event is sent directly to your Facebook Ads Manager and is assigned to the Ad campaign.
Conversions API is a great solution for advertisers concerned about their metrics to collect all necessary data for ad optimization without violating users’ privacy. By integrating CAPI into your Wix site, you’ll be able to collect customer information from all mobile and web devices, whether they use ad blockers or have opted out from sharing their data with apps.
With Facebook Conversions API you can track the following data:
- Customer actions
- Web events
- Offline events
From the information you receive, you can measure customer actions in more ways, like sharing delayed values, user scores, or lead scores, and also help improve the accuracy of information sent for targeting, measurement, and optimization. CAPI also gives you full control over the data you share, allowing you to add business details and select the most important information for ad optimization.
All of these features provide insight into your full sales funnel visibility that you couldn’t have using Pixel alone. Moreover, with the captured information, you can use it to understand your target audience’s behavior to improve your sales, ad targeting, ad reporting, and retargeting campaigns.
Although the recent iOS update has affected Pixel’s ability to collect data, it’s still a useful tool that should be connected with Conversions API to boost your chances of registering a conversion.
Pixel allows you to share web events at the browser level, offering insight into content views, ads to cart, and other on-website events. At the same time, Conversions API works directly from your server, capturing leads, sign-ups, sales, and off-website events: so the data that you can’t capture with Pixel, like CRM, is there for you.
On top of that, the deduplication process powered by Facebook can correct the potential double-tracking of the same conversions, which could occur if you’re tracking the same events with both tools. The pixel event parameter would be compared with the API’s event_name parameter, while pixel’s eventID with API’s event_ID.
It becomes clear that the combination of these two tools is the best for providing the most accurate Facebook tracking data and insights for your Wix website. Facebook itself suggests using both tools to have access to your customer’s journey and improve the performance and measurement of your ad campaigns.
There are 2 ways you can set up the Conversions API: manually using code or through partner integration.
If you or your team have programming skills, you can access Wix's server codebase and directly connect the Conversions API to your website. On the other hand, if you want to skip all technical aspects and focus only on receiving data, a partner connection will do all the work. The easiest partner integration is Capibox, allowing you to connect Conversions API to your Wix website in just a few steps.
- Skip all technical aspects and focus only on receiving leads, conversion events, and customer data directly in your Facebook Ads Manager;
- Connecting with no coding needed and data tracking within minutes;
- No need to worry about CAPI updates, this partner will automatically provide you with the latest version;
Since Wix is not listed as a Facebook partner platform for Conversions API, connecting both requires a reliable integration. Capibox is one of the first partners to provides seamless integration between Conversions API and Wix.
If you want to test the Conversions API results on your Wix website, you can opt for a 7-days trial to integrate CAPI into your Wix website via Capibox. You can have more information here .