Regarding the digital advertising world, Facebook Pixel’s birth changed everything. Facebook Pixel allowed advertising teams to track the customer journey from point a to point b via cookies. This helped business leaders better target potential customers, make ads more personable, and increase intimacy between the business and website visitors. However, Internet users have been demanding more privacy, and cookies are slowly becoming a thing of the past, but the need for effective digital advertising remains. Facebook Application Programming Interface (API) was developed to meet customers’ privacy needs and effectively keep track of customers’ data. Some business leaders may wonder if they should invest in Facebook Conversion API, Pixel, or possibly both. All these questions will be answered below as we explore the difference between Facebook Conversion API and Facebook Pixel.
What is Facebook Conversion API?
Facebook Conversion API is a native Facebook tool that allows advertising teams to share web and offline events. This is accomplished by giving the data directly to Facebook’s server, which reduces the chances of valuable data becoming lost due to a loading error, connection problems, or ad blocker. Formally known as the Facebook Server-Side API, Facebook Conversion API gives each visitor to your website a unique ID, that allows the server to track users’ behavior. They keep track of valuable data such as items added to the cart, what items are beings purchased, links clicked, and more. Some benefits of Facebook Conversion API include faster website page load times, higher data accuracy, better data control, reliable tracking of key events, and more informed business decisions.
What is Facebook Pixel?
The Facebook Pixel also known as the Meta Pixel, is a piece of code that you put on your website, which allows you to build targeted audiences, monitor conversions, effectively retarget visitors on your site, and optimize the customer experience for the future. This is accomplished via a cookie that tracks customers’ engagement on your website, which gives valuable insights into your consumer base. When a visitor clicks anything on your website, Facebook Pixel reports the actions back to your team, so you can take advantage of the data for better business outcomes in the future. You’ll be able to analyze this data to create more relevant ads, improve your customer conversion rate, and track behavior. This also applies to cross-device conversions, so an ad for a product will show up on a phone, desktop computer, and tablet to increase the chances of customer conversion.
Facebook Conversion API vs. Facebook Pixel
The Facebook Conversion API and the Facebook Pixel both have a lot of similarities but several key differences when it comes to functionality. Facebook Conversion API shows the results of the customer’s journey, while the Facebook Pixel shows data teams the entirety of the journey. Facebook Pixel’s main drawback is the potential discrepancies in data due to ad blockers, Virtual Private Networks (VPN), and browser restrictions. Facebook API collects offline and online data thanks to its server-side data collection method. Another added benefit of Facebook Conversion API is the ability to stay on top of the Iphone’s iOS updates, unlike Facebook Pixel. Facebook Conversion API also captures much lower-funnel activity, such as payment events on apps, support hubs, free tools, and more. Facebook Pixel is still helpful since it matches website visitors to individual users, enabling you to track psychographic information and demographics.
Should You Use Both?
The Facebook Pixel may be falling out of favor, but it is still worth using, especially when combined with the power of the Facebook Conversion API. Use these conversion tracking methods together, so your data team gains a complete picture of your data. Facebook Pixel helps you see vital information such as behavioral data, demographics, and psychographics. Facebook Conversions API gives you the other half of the data picture with website events and offline events. Plus, this combination allows teams to understand the customer journey better, build more robust audiences, increase the chances of converting a visitor into a customer, and generate reliable needs.
According to Databox.com, most advertisers typically have a monthly Facebook ad budget of $2,500 to get the most bang for their buck. Thankfully, Facebook Pixel and Facebook Conversion API significantly increase advertisers’ chances of Return on Investment (ROI). Facebook Conversion API and Facebook Pixel track customer behavior, but Facebook Pixel tracks the customer journey. Facebook Pixel relies on cookies, which fall out of favor while Facebook Conversion API feeds data directly to its server. Using a combination of both advertising tools will help you get a complete picture of your customer’s needs, helps you keep track of marketing trends, and provides teams with valuable data to capitalize on. Facebook Pixel and Conversion API are worth your time and money if you’re looking to get the most out of your ads.