If you run Meta ads that drive people to your website to perform a conversion, you must set up the Conversions API. It allows you to send conversions from your server to Meta, in addition to the conversions sent with the browser pixel (read more about Conversions API here).

There are nearly limitless ways to set up the Conversions API. In some cases, it’s as easy as checking a box. In others, it’s complicated and expensive.

I originally set up the API using the Conversions API Gateway. While it is powerful and dependable, it requires an Amazon server, which can cost upwards of $100 per month. I didn’t think I needed the power this server provided to validate the fee.

I abandoned API Gateway, but I struggled to find a satisfactory replacement. I experimented with Zaraz, but deduplication was an obstacle. I even used the Facebook Pixel Plugin as a stop-gap solution.

I missed an option that was right in front of me the entire time. You can set up the API Gateway using Stape without setting up your own Amazon server.

It gets better. Stape only costs $10 per month for a single pixel, and the setup is so insanely simple that I’m embarrassed it took me this long to do it.

I’m going to lay out every step below in detail. But the truth is that it’s as simple as this:

1. Sign up for Stape
2. Click link to accept invitation to set up API Gateway
3. Create a password for API Gateway
4. Go through the Meta authorization steps (select your pixel)
5. Wait up to 30 minutes for data to appear

That’s seriously it. But, let’s provide all of the details including screenshots so that it’s impossible for you to mess it up…

Sign Up for Stape

Go here to sign up for your API Gateway through Stape.

[NOTE: I get nothing for this. I don’t know Stape. I don’t have any type of relationship or agreement with Stape. I’m just sharing this with you because I think it’s valuable.]

Provide the information requested above:

• Email
• API Gateway Name (whatever you want)
• Server location (your country)

Check the box to agree to terms and click “Create.”

2. Set a Stape Password

You’ll receive an email from Stape that looks like this…

Your login is included in the email. Click the button to “Set Password.” It will open a page that looks like this…

Provide your new password twice and click “Save Password.”

3. Select a Stape Subscription

Next, log in and you’ll see your subscription options…

I use the $10 per pixel option. But you can also go with a 7-day trial to test this out before you pay a dollar. You will need to provide a credit card, even if you go with the trial.

Once you’re set up, you’ll see this…

4. Accept API Gateway Invitation

You could simply click that green button at the top of the screen from the previous image that reads “Finish CAPIG Setup.” You will otherwise receive an email invitation from API Gateway that looks like this…

Whether you click the green button or the “Accept Invitation” link in the email, you’ll be directed to the API Gateway login.

Use the same email address as you use with Stape (I haven’t tested this, but that’s what Stape says to do) and set your API Gateway password.

You’ll get a confirmation message that you’re set up and ready to go.

Then log in with your email and password.

5. Add Data Source from API Gateway

You are now in your API Gateway Dashboard! But there won’t be anything there. While in Overview, you’ll see Connected Data Sources at the top.

Click the blue button for “Add data source.”

6. Go Through Meta Authorization Process

You’ll now see the following dialog to connect to Meta.

Click “Get Started.” Then you’ll see this and click “Next.”

Click “Next” again…

Select your Business Manager and click “Next.”

Select your pixel and click “Next.”

You’ll probably want to turn on Advanced Matching (it’s optional) and you can select which parameters to send. Then click “Next.”

Accept these options and click “Next.”

Woo hoo! You’re (almost) all set. Click “Done.”

Finally, check the box to share your user token and click “Confirm.”

7. Wait for Data

You’re not going to see any data at first. It doesn’t matter how much refreshing you do on your website. You might even assume you set it up incorrectly. As long as some pages are loading on your website, just wait.

It can take up to 30 minutes. Eventually, you’ll see at the top that your events are firing.

Scroll down the page and you’ll see the actual events firing.

Verification and Deduplication

If you see events firing in your API Gateway, you should be good to go. But, you can also check the Overview page of your Events Manager.

You may want to wait a day on this one. You can view data from “Today” but the reporting can be quite delayed.

You should see “Multiple” under the Integration column (meaning browser pixel and API). If you expand any event, you should see separate lines for each.

What’s cool about the image above is that you can see the moment I switched to API Gateway. I was passing API events before, but they clearly weren’t as complete as they are now.

Oh, finally, you probably want to know about deduplication. You’re in luck. There’s absolutely nothing that you need to do. These events will automatically be deduplicated.

I know. Such a relief. Deduplication can be an absolute monster.

But that’s it! Conversions API is now set up and should run smoothly. Feel free to bookmark the page for the API Gateway just in case you need to check on it later.

Watch Video Tutorial

I also recorded this step-by-step video tutorial in case you need it. Watch it below…

Your Turn

Have you set up the Conversions API? How did you do it?

Let me know in the comments below!

The post Set Up Meta Conversions API Gateway Using Stape appeared first on Jon Loomer Digital.

The Facebook Conversions API has been a popular topic for the past year or so. While most marketers understand that they need it, most misunderstand the reason why.

Let’s clear up the following:

• What the Facebook Conversions API is
• Why it’s important
• Whether it’s helpful for iOS 14 data loss
• How to get it set up

Let’s go…

What is the Facebook Conversions API?

Look, as much as I’d like to be, I’m not a super nerdy, techy, programmer guy. I’m going to explain this in only the most basic terms — mainly because I understand it in the most basic terms.

The Conversions API creates a direct connection between your data and Facebook. This helps provide a conversions source in addition to the pixel and offline methods.

Consider the API something of a backup plan for sending web events. Those web events can be used for conversion attribution and reporting, optimization, and targeting.

Why the API is Important

The Facebook pixel was one of the most impactful developments of the past decade for advertisers. It’s certainly been huge for my advertising.

The problem is that the pixel is getting less and less reliable. Its ability to send event data to Facebook is interrupted by cookie blockers, loading errors, and connection problems.

It doesn’t mean that you should use the Conversions API instead of the Facebook pixel. If you use them both, you’re more likely to send Facebook a complete set of data. If Facebook doesn’t have the complete picture, it will negatively impact the platform’s impression of performance.

Consider this: If Facebook doesn’t have all of the event data, it may make it more difficult for your ad set to exit the learning phase. It may lead Facebook to incorrectly favor one ad set over another or one ad over another. Accurate attribution is important.

Adding the API leads to improved reporting, more complete custom audiences, and better optimization. And given the trend of ad blocking and browser privacy changes, we can expect the pixel to get less useful in the future — making the API even more important.

The API, iOS 14 and Data Loss

The Facebook Conversions API started getting more popular once changes related to iOS 14 were first announced. And Facebook confused matters more by recommending the API during this time.

The problem is, though, that the Facebook Conversions API has to follow the same rules for web events that the pixel does for sending data. If someone opts out of tracking, the API will be impacted in the same ways the pixel is.

Again, though, that doesn’t mean the API isn’t important. If you’re getting fewer conversions reported due to iOS 14, that just makes it more important that Facebook gets as many of the events that it can to report on what it can.

It won’t solve problems related to iOS 14, but the Facebook Conversions API will help improve your reporting that is unaffected by iOS 14.

How to Set it Up

Of course, there isn’t a single method for setting up the Facebook Conversions API. And in most cases, it’s not a simple task (there are exceptions!). It depends largely upon how you’re managing your pixel right now.

Within the Events Manager for your pixel, scroll down to Conversions API.

Click to choose a partner. There are several potential integration partners that you can pick from.

Depending on the partner, the instructions for setting up the API will be different. In some cases, it may be just a matter of a few clicks (the rumor is that Shopify and WooCommerce are very easy). In others, it may require some technical assistance.

I used the Conversions API Gateway to set it up. I wouldn’t say it was easy, but it was finally a solution that allowed me to get the process completed. For the longest time, I ran into hurdles.

Read my tutorial on how I set up the Conversions API Gateway.

Other Uses of the API

Beyond sending web events, you can also send offline events or integrate your CRM. The CRM integration, at least for now, is being used by Facebook for Conversion Lead optimization when running Facebook lead ads. I’ll cover that in more detail later.

Watch Video

Your Turn

Do you have the Conversions API set up? What method did you use? Are you seeing an improvement in performance as a result?

Let me know in the comments below!

The post Importance of the Facebook Conversions API appeared first on Jon Loomer Digital.

The Facebook Conversions API allows marketers to send a direct connection of conversion data from their business (website and offline conversion events) to Facebook. This data combines with Facebook pixel data to improve conversion tracking, optimization, and targeting capabilities. You can set this up using the Conversions API Gateway.

The truth is that every online business is set up differently. If you want to select from current Facebook Conversion API partners, you get 11 options.

And if you use a third-party tool to manage your Facebook pixel, they may also provide a Conversions API solution.

But considering the limitless options that make the set-up process so confusing for businesses everywhere, there’s one solution that should work for most businesses: The Conversions API Gateway.

Facebook says the Conversions API Gateway may be for you if:

• You’re already using the Facebook pixel.
• You’re not sending the web events using the Conversions API yet.
• Your monthly expense to optimize for web events is more than $2K.
• You’re not working with an eCommerce partner such as Shopify, WooCommerce, BigCommerce and others.

I can tell you it is for me. I spent months trying to find a reliable solution without success. The Conversions API Gateway is relatively easy is straightforward won’t make you want to break things. It’s not an easy, out-of-the-box, low-tech option. But, you can do it.

I’m going to show you how…

My Situation

I use Google Tag Manager to manage my Facebook pixel. There is now a GTM-specific solution for the Conversions API, but we actually found that more confusing. And I wanted to use a solution that would help more people, not just those using GTM.

The nice thing about the API Gateway is that you don’t need to create new events specifically for it. The Gateway automatically detects the events that you are already using for your pixel. Other solutions I tried wouldn’t recognize the events I created from a different tool, and I had to recreate them as a result (often leading to duplication issues).

Let’s get to it…

Create an AWS Account

My mistake when setting this up for the first time was that I followed instructions that assumed I already had an AWS account. I did not.

If you already have an AWS account, you’re golden. If you don’t, go here.

You set up an account for free. Monthly costs will apply based on usage levels. If you really want to crunch the expected costs, you can use the AWS calculator.

It’s not going to cost much for most businesses. If it does, you can probably afford the added costs.

Get Started

From your Events Manager, select the pixel that is associated with the business you want to connect to the Conversions API. Then go to the Settings tab and click “Choose a Partner” under Conversions API.

Select Conversions API Gateway.

Next, you’ll get a screen that looks like this…

Under “Enter a domain,” enter all of the domains of your business’s website. This should include all variations and subdomains. Whether or not you use “www” matters here. Go to your homepage and copy the URL to confirm.

Next, you’ll need to provide a subdomain to act as the web address of the server.

If you aren’t technical, this isn’t as scary as it sounds. This page doesn’t exist yet. We’ll get to that. It could be something like capi.mydomain.com.

Now, you’ll need to choose a deployment method.

I’m not really sure what the invitation code is. So, if you have one, enter that. If you’re like the rest of us, choose the option for selecting a hosting region.

The region you select should be whatever is closest to you. It’s not as complicated as it may seem.

Click “Begin deployment.”

AWS Stack Configuration

You should now be redirected to AWS. This is why it’s important to create your AWS account first. It assumes you have one.

After you log in, set an API admin email and password. You can change the Stack Name if you want, but don’t mess with anything else. You should be fine with the t3.large Instance Type.

Click “Create Stack” to start the good stuff.

Stack creation might take five minutes or so.

The Outputs tab will be blank before it’s done.

Once complete, you’ll get CallToAction and ConversionsAPIGatewayInstanceURL keys on the Outputs tab (we’ll use these soon). You’ll also get a Create Complete status on the Stack Info tab.

Set Up your DNS

What this step looks like will depend upon your DNS provider.

Back on the Outputs tab of your AWS stack, refer to the CallToAction line. Under the “Value” column, there should be the following instructions:

“On your DNS provider, create an A record to associate [your subdomain] with XX.XX.XXX.XXX.”

You’ll need to grab that IP address and update the A record in your DNS. Also, add the subdomain you’ve defined as your Conversions API Gateway Endpoint.

There are lots of options for DNS management, so refer to your provider. Here are a few options:

• Amazon Route 53
• GoDaddy DNS
• Cloudflare DNS

Finish Up in Events Manager

Once you’re done updating the DNS, you’ll need to head back to Events Manager. You may recall that we were still in the middle of set-up within Events Manager when we began deployment at the end of the “Get Started” step. Head back there and click “Next.”

If the DNS was set up correctly, you’ll see that on the next screen.

If not, you may just need to wait a bit longer. If necessary, check with your DNS provider.

Once Facebook confirms it’s been set up successfully, click “Next.”

To finish your setup, click the green “Go to console” button.

Open the Conversions API Gateway Admin UI Site

Facebook should redirect you to your previously created subdomain (it may have been something like capi.mydomain.com).

If provisioning is finsihed, you should see a login screen like this…

If this page doesn’t appear, the provisioning may not be completed (see the next step below). Otherwise, log in with the email and password you established in the AWS Stack Configuration step.

You probably won’t see any data when you access this site for the first time. It may take up to a couple of hours to build. Eventually, it should look something like this…

You should start seeing your API events populate. You’ll only see those events that have occurred since the connection was provisioned.

Complete Provisioning

You can check on the progress of provisioning by heading back to the Output tab in your AWS stack. In the ConversionsApiGatewayInstanceURL row, there is a URL within the Value column. Click that (you may want to open a new tab/window so you aren’t redirected from AWS).

It will look like this…

Facebook says it should take about 15 minutes for the provisioning to complete. However, I’ve seen it take hours. In my experience, Facebook will detect the DNS update, but the provisioning remains ongoing and unfished for a while longer. This may be because I am located on the other side of the ocean from where the people are who update the DNS (I’m no expert on this).

When it’s done, you’ll get a “provisioning finished” message.

Events Manager Reporting

Once data has come in for a while from the API, you should start to see it reflected in Events Manager.

The Connection Method should include Browser • Server instead of Browser only.

If that info is coming in, you’re good to go!

Your Turn

Have you set up your Facebook Conversions API yet? What method did you use?

Let me know in the comments below!

The post How to Set Up Facebook Conversions API Using Conversions API Gateway appeared first on Jon Loomer Digital.