Introduction to server-side tracking

If you’re running Facebook ads, you want to get every advantage you can to maximize results with your ads. Setting up Conversion API helps your business to drive significantly better results with your campaigns.

It helps to :

— Reduce your CPAs as a result of a more accurate tracking

— Help Meta algorithms to learn better

— Get more conversion data

Conversion API is a server-side tool that links your data from website/landing page to Facebook (Meta). The main difference between Pixel and CAPI is how they send data.

With the Pixel, Facebook directly collects the data while with CAPI, it uses its own data (consumer id, purchase events...) and then sends it directly from a server, which is a more advanced technology that solves many modern tracking issues.

Meta recommends implementing CAPI alongside together with the Pixel for optimal performance, so before going any further, make sure your Pixel is set up.

Setting up Conversion API in Onepage

First, let's set up a Conversion API integration. For this, visit your project integrations tab and find Meta. Add both, your Pixel and Meta numbers in there.

You'll need the CAPI access token

'Advanced Matching' & 'Measure more of your customer's journey' by enabling the Conversions API' boxes and then Create Access Token.

After it's set up, you're ready to add events in Onepage. That's how you do it :

Adding events to elements

You can add events almost everywhere in our software. Click on any element and look for the "Tracking" option inside its settings. Here's the button we'd like to add an event that fires after anyone clicks it :

Click "Track events," "Add event," and finally, choose "Meta CAPI"

Let's take a look at what's inside the event configuration options.

1. Action — a type of action we want to fire the event after. It depends on what your page visitor can actually do with an element. For buttons, it would be "Click," while inside the Quiz funnel, it's a step view or a certain option that was chosen during an answer.

2. Event name — here, you write your own event name or choose from a Meta default set (click three dots to view the list)

3. Event value an estimate of what the current conversion is worth for your business (for example, if you know that 10% of your leads convert into paying customers, with an average spending of 100 eur, you could set the "lead" event value to be 10 eur)

Tip. There's no need to specify a currency sign for event value. Just the number

That's it. You've just added a CAPI event. To make it work, update your page

Adding CAPI events to Forms and Quiz funnels

Select and start editing any Quiz-funnel or Form.

Then scroll down the sidebar until you see the "Track events" button

Set up events exactly like you would do it for elements. The only difference is that for certain Quiz-funnel steps where the page visitor is able to make a choice, you can choose between a "step view" event and a certain choice you want to be tracked.

Tip. You can also add two events at the same time to track both, "stepview" and an important choice.

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