The world of digital marketing is constantly evolving. The latest addition comes in the form of large language modules (LLMs) and software programmes that are written to utilise a variety of machine learning algorithms for better results. Most people refer to LLMs and machine learning software as AI, which is inaccurate, but used as a buzzword in today’s market.
Meta AI is one of the most prevalent machine learning programmes that is used on various social media platforms. These platforms include WhatsApp, Facebook, Instagram, and YouTube to only name a few. So, how can your business utilise Meta to track conversions and drive traffic to your website? Let’s do a deeper dive into Meta’s conversions API.
What is it, and How Does it Work?
This specific conversions API is designed to connect your marketing data with data that is passively being collected by Meta AI. Your business’s marketing data includes specific website events, messaging events, app events, and offline conversions to name a handful of examples. These events and relevant information are used for ad personalisation, ad optimisation, and data metrics measurements regarding ad engagement and conversions.
This means that your ads will be displayed to people who might be more interested in your products, services, or brand, instead of displaying your ads to people who will simply ignore them.
Benefits of a Conversions API
One of the biggest benefits of utilising a conversions API is that you only need to manage a single API for your event data. This allows you to use your conversions API to send events from different sources and track them via a single data collection point. These sources can include physical storefronts, offline conversions, email communications, and phone calls. You can also integrate existing app events API and offline conversions API into your Meta conversions API.
The Meta conversions API is specifically designed to provide your business with a more accurate and useful tracking platform within environments where cookies are restricted and other relevant privacy policies apply. Therefore, it allows a more privacy-compliant solution of tracking conversions that is not solely dependent on browser-based data and cookies.
Notable Differences Between Meta Conversions API and Meta Pixel
Pixel gives you the means to share web events from a web browser, while the conversions API allows you to share these events directly from your business server. It is important to note that you might get the same information being shared when connecting both Pixel and the conversions API to website activity. As a result, redundancies might occur when using both platforms. Therefore, it is crucial to decide whether you want to use Meta Pixel or Meta’s conversions API to track specific events and share them accordingly.
If your business wants to utilise the power of Meta’s conversions API, Laetus Life Consulting is your answer. We can provide useful online marketing solutions for your business. Please contact us today if you have any questions on how we can assist your business. Reap the benefits of professional online marketing solutions with us in your corner.
