Overview

Guides:

Platform Overview

Understanding the Meta Pixel and Conversions API:

The Meta Pixel is a client-side tracking tool that collects data on user interactions, like purchases or sign-ups, and sends it to Meta for ad targeting and optimization. The Conversions API (CAPI) takes this a step further by enabling server-side tracking, which allows businesses to send conversion data directly from their servers.

The Meta Pixel and CAPI work together to refine ad targeting to ensure businesses reach the most relevant audiences. While the Meta Pixel captures events in real time when users browse a site, client-side tracking can be disrupted by browser restrictions, ad blockers, or network issues. The Conversions API helps overcome these challenges by sending event data directly from the server, providing a more complete and stable dataset for Meta’s ad algorithm to optimize campaigns.

How Facebook Tracking Works with Elevar

The Elevar Facebook Destination includes several features such as:

Meta Pixel Integration: Standard client-side pixel implementation.
Conversions API (CAPI): Sends all pixel events server-side for more reliable tracking.
Automatic Deduplication: Prevents duplicate event reporting when using both Pixel and CAPI.
Webhook Events: Ensures 100% of checkout and purchase events are captured and sent.
Multi-Pixel Support: Run multiple Meta Pixels simultaneously.

Use Cases

Recover Lost Conversions Due to iOS and Cookie Restrictions:

Restore conversion data lost due to iOS 14.5 changes and cookie restrictions. This ensures Meta receives accurate attribution signals to improve reporting and boosting ROAS.

Attribution for Subscription Based Purchases:

Creates proper attribution of recurring subscription purchases by sending complete event data to Meta. Subscription based businesses can track long-term customer value beyond first-time purchases.

Optimize Ad Performance with Better Event Match Rates:

Improve Meta’s ability to match users accurately to increase the effectiveness of Lookalike Audiences. This leads to better-targeted ads and higher-quality audience segments.

Resolve Cross-Device Tracking Issues for Better Retargeting:

Provide Meta with unified purchase journey data across devices so that cross-device customer behavior is captured to improve the effectiveness of retargeting campaigns.

Prevent Over or Under Reporting of Purchases:

Elevar’s deduplication and event validation prevents discrepancies between Meta Ads Manager and actual sales data. This ensures that purchase events are accurately reported and prevents bidding errors.

Track Lead Conversions More Accurately for High-Ticket Sales:

Elevar tracks lead conversions accurately so that Meta attributes leads generated from forms to the correct campaigns. This improves ad spend allocation and tracking for high-ticket sales that require additional lead nurturing.

Sync Offline Purchase Data with Meta for Full Attribution:

Send both online and offline purchase data to Meta to provide full attribution and optimizing ad campaigns for omnichannel sales strategies.

Reduce the Need for Constant Manual Pixel Fixes:

Automates server-side event tracking to reduce the need for ongoing manual updates and pixel fixes. This lessens the reliance on developers and ensures that tracking stays up-to-date without constant intervention.