Mason recently hosted an interactive webinar with Meta to talk about how Conversions API can help to strengthen ad performance & reporting.
If you weren’t able to attend, or simply wish to relive the session, you can rewatch here.
Why this matters:
Web browsers and platforms are enacting new policies meant to align with a future without cookies. These changes will weaken insights you’re used to accessing–Conversions API (or CAPI for short) is here to help us navigate around that.
CAPI is meant to work with the Pixel and as an alternative to the Pixel. What does this mean exactly? Much like GA4, CAPI is meant to work alongside tracking you already have in place in order to collect valuable data you can leverage after cookies are phased out.
Should you implement CAPI today?
In short, yes. Without conversion optimization, brands typically see higher CPAs.
It’s recommended that brands implement CAPI as soon as possible–not only to allow time to onboard technical teams, but also for testing & evaluating the quality of the data you’re collecting.
For more information on this, access a helpful document from Meta here.
The digital landscape shifts with a new emphasis on user privacy, but it’s still possible to leverage data to reach new audiences and accurately track your efforts.
Check out the recording of Strengthen Your Brand’s Ad Performance for more information, and if you’re not already a Mason client, you can start your journey here.