The text discusses the benefits of using the Conversions API in conjunction with the Meta Pixel for conversion tracking. The author shares a real-life example where using the Conversions API resulted in a consistent increase of 5-10% in additional conversions, sometimes even more. These numbers are not static and keep changing.
The Conversions API provides a direct link between your conversion results and Meta for ad set optimization and reporting. It can track both web and offline events, providing Meta with a more comprehensive view of conversion activities, which can enhance results.
This increase in conversions is not limited to ads; it applies to all events, irrespective of their origin. The rise in attributed conversions can lead to more accurate conversion reporting, which can be crucial for exiting the learning phase or distinguishing between good and bad results.
The author also mentions the role of the Conversions API in optimization. Having a more complete picture of the conversions allows Meta to optimize who sees your ads based on who is most likely to perform your desired action.
The author set up the Conversions API Gateway using Stape, which they found to be an easy and inexpensive method. They also provide a tutorial for those who need help setting it up.
