There’s a big discussion on Facebook Conversions API (CAPI) VS Facebook Pixel right now.
For those of you out there that might find this topic confusing, you are not alone. I was really super confused about the differences too.
Let me share with you what I understand on the differences between the both.
#1: Conversions API = Facebook Pixel
Yes, Conversions API functions similarly to the Facebook Pixel!
Using either of them, you will be:
- Measure conversions across devices
- Track customers for retargeting
- Optimize your ads to people that are likely to take the action
This means that conversions API used in measurement, reporting, and optimization in the same way as browser pixel events.
I always had the impression that Conversions API was a different form of the Pixel.
Turns out, it is totally different from a pixel.
#2: Key Differences
|Conversions API||Facebook Pixel|
|Triggering Mechanism||Your Server||The User’s Internet Browser|
|Bypass Privacy Browsers||Yes||No|
#3: Why Conversions API?
For the past 2 years, we have seen the demise of internet cookies. This is apparent with Safari’s Intelligent Tracking Prevention and Google Chrome’s Cookie’s Blocker.
As a result of this, the traditional Facebook Pixel is not allowed to drop cookies on your user’s internet browser.
This reduces the effectiveness of the Facebook Pixel, in terms of tracking customers for remarketing, and reporting conversion data back to your advertising campaigns.
Facebook is aware of this, that’s why in 2021, they have begun to aggressively push for Conversions API to be used in parallel with the Facebook Pixel.
- Install Conversions API
- Use Facebook Pixel
If you are using established CMS or Ecommerce Platforms, the conversions API should have already been prebuilt for you.
- Shopify: https://help.shopify.com/en/manual/promoting-marketing/analyze-marketing/facebook-data-sharing
- Woocommerce: https://docs.woocommerce.com/document/conversion-tracking-pro/