15 Nov 3 Reasons Why CAPI Is a Game-Changer for Brands on Meta
You may have seen the term CAPI floating around for the last few years, but, if you haven’t already, it’s time to really start paying attention to it!
That’s because CAPI — also known as Meta Conversions API or Facebook Conversions API — is a game-changing marketing tool that helps you reach your business goals across Meta platforms.
If you’re among the many who previously relied on Facebook Pixel to understand how ads are performing, it’s time to up your game and build even more effective audiences for retargeting through CAPI.
What Is Meta Conversions API (CAPI)?
The Meta Conversions API is designed to create a link between Meta and an advertiser’s marketing data from websites, apps, CRMs, and more — with the ultimate goal to optimize ad targeting, decrease cost per result, and measure outcomes.
While CAPI has been available for a while, it used to be easier for businesses to push it to the side in favor of just using Facebook Pixel to track user behavior. With the release of new privacy measures via Apple’s iOS14, in addition to ad blockers and the ongoing cookies saga, CAPI now plays an essential role in helping you see information and track conversions.
That’s because these privacy measures put more power into the hands of consumers and likewise limit what data — and how much data — the traditional tracking pixels can collect.
Three Reasons Why CAPI Is Important
Knowing how your Meta ads are performing is essential, and the Meta Conversions API equips businesses and marketers with more reliable, accurate data. But, amidst the heightened tracking barriers that all marketers are facing such as third-party cookies going away, CAPI helps bring more data back to the table to leverage when capturing an audience’s actions on your website.
“Without CAPI, your ads’ results are currently statistical guesstimates,” said Brad Ehney, Senior Paid Media Manager at Threadgill Agency.
1. Improved Accuracy
Many businesses rely on Meta advertising to drive sales and reach their goals, but it’s essential to be able to track those conversions to glean insights into the whole customer journey.
CAPI helps you get a more accurate and holistic picture of your conversion data, offering more data points that Facebook Pixel can no longer provide.
2. Refined Ad Targeting
Tracking conversions through CAPI also helps illuminate which consumers are most likely to make a purchase or take the intended action.
By identifying these consumers — and creating lookalike audiences based on them — you can more effectively target (and retarget!) high-value prospects with personalized ads and other offers.
3. Optimized Ad Spend
Maximizing your advertising and marketing dollars is likely top of mind. Because CAPI allows you to more accurately track conversions from start to finish, it’s easier to see which of your campaigns are the most effective in driving results.
With this data, you can ensure that you’re getting the most out of your ad budget and allocating it effectively — while making continual adjustments along the way.
How to Implement CAPI
Convinced that you need to put Conversions API to work for you? It’s time to set it up.
CAPI is added to a website’s front-end code — and there are several ways to implement it. If you’re already using an e-commerce platform like Shopify or WooCommerce, CAPI setup is free and easy. You can also consider using the Conversions API Gateway in your Meta Events Manager, which also provides a codeless, straightforward setup option at a low cost.
If you don’t have an e-commerce platform — or are looking for a different setup solution — tools like Stape are plug-and-play with no manual tagging or technical skills needed.
“When we activate CAPI for our clients, we immediately see 15% to 25% more conversions,” added Ehney. “The match rate for many lower-level conversions, such as Purchase and Lead, can increase to 96%.”
Activate CAPI with The Threadgill Agency
Happy days are here again with CAPI, which plays an essential role in supporting conversion tracking and ultimately driving results. Partnering with an agency to help navigate and implement features like CAPI can ensure your business is on the right track.
The Threadgill Agency has already successfully helped many brands activate CAPI and more — and can do the same for you. We are committed to the success of each of our partners — from small businesses looking to make a name for themselves to established powerhouses seeking next-level strategic ideas and advanced reporting.
We customize our approach to every business we partner with. Contact us to learn how we can help you exceed your marketing goals.