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Getting Setup with Facebook's Conversion API


OVERVIEW

LEAP Conversion API solution is a complete cookie-less tracking solution that maximizes tracking in Facebook. It is just as easy to set up as a regular HTML Javascript pixel, but is not affected by cookie blocking policies of many browsers, such as Safari on iOS, MacOS and Firefox. The API tracks 2.5-3x times more events than the Facebook pixel. We recommend always using the Facebook Conversion API.


FACEBOOK SETUP

It is important to use the same Pixel ID that you are using for your FB Campaigns. This can either be a pixel that you already have set up or a completely new one. 

Go to Facebook Events Manager 
  • Get the Pixel ID
    • Find your pixel
    • Go to Settings
    • Grab & save your Pixel ID
  • Get the access token
    • Then scroll down to “Conversion API”
    • Click on “Generate access token”
    • Grab & save your Access Token.


Source: Facebook Get Started


LEAP SETUP

This is similar to setting up a regular Postback in LEAP.

In LEAP
  • Go to Tracking Pixels > Add New 
  • Depending on your preference, select Global Pixel, Offer Pixel, Offer Group or Vertical. In most cases, you’ll select a specific offer.
  • Select Fire On “CPA/CPE/CPI/CPS/CPL main conversion”
  • Select Type: “Facebook Postback”
  • URL: Add your Pixel ID and Access Token to the URL as follows:
    https://graph.facebook.com/v11.0/add_your_pixel_id_here/events?access_token=add_your_access_token_here
  • Select Event Type to match your campaign setup. In most cases, it will be Lead
    • Lead
    • Purchase
    • CompleteRegistration
  • In “Event Source URL”, add the URL from where the pixel fires. Facebook wants this to show the URL of the page that triggers the pixel. *Hint: if you are not using FB Pixels, you can put this to be your landing page URL as well, and then you can domain verify your domain.
  • Facebook Clickid. This is optional, but is highly recommended to help with tracking. The easiest is to leave it at default setting at {fbclid} - From referral URL, but this only works if you are not using landing pages. If you are using a landing page, then you should capture fbclid parameter on your landing pages and pass it to LEAP via one of the subids. Then on this page, select which subid is passed into.


HTML FACEBOOK PIXEL + CONVERSION API

*This step is only needed if you are running both Pixel and Conversion API.

While Conversion API is the most precise tracking platform, you might still want to have the regular HTML pixel running as well. This is definitely possible, but in order for these two to de-dupe, you must add the event_id to the Pixel.

Find this line in your HTML Pixel. (note: this example uses Lead, but you can use the same logic for other event types. Please note that the event type in Pixel must match the event type in Conversion API.)

fbq("track", "Lead");

And replace it with 

fbq("track", "Lead", {value: {payout}, currency: "USD"}, {eventID: "{clickid}_{event_id}"});

This will allow for conversion to be de-duped between Conversion API and Event ID.


FAQ

Will this method track 100% of leads in Facebook?

Conversion API will track higher than a regular Pixel because regular pixels depend on cookies, which are blocked by Safari and Firefox, which means it will not work on iPhone devices.

However, even with Conversion API, Facebook is not allowed to track users that opted out of tracking on iOS14.5 or in EU. This is a Facebook limitation and applies to every platform.


Why does the % of tracking fluctuate?

This really depends on % of conversions received from iOS 14.5 users that have opted out of tracking. If your campaign is delivering to mostly iOS 14.5+ users, then you will see higher discrepancy.



I tried this previously, why do you think this time will be different?

Other than the iOS14.5+ issue, there was an internal problem with Conversion API that prevented us from sending all leads to Facebook. This problem was fixed on July 26, 2021 and since then, you will notice about twice as many leads in Facebook than you did before.

In the meantime, we have also added additional support for fbclid, deduping, action_source_url which all help together to track more precisely than ever before.

We have run multiple internal tests with traffic from Facebook to confirm that this issue has been truly solved.


What is CNAME? Why should I use it?

CNAME is a custom domain that we can configure on our platform. This will allow the tracking links to run with your own domain, which will avoid any flags our shared domain might have on Facebook. 

If your Ad is not getting approved on Facebook, we recommend CNAME as a solution, as the issue may be with shared domain being flagged.


Can I use Lookalike Audiences with Conversion API?

Yes! There is no difference between creating Lookalike Audiences from Pixel or Conversion API. Conversion API will automatically send the payout values to all event types, which will allow Facebook to build a better Lookalike audience.


If you have any questions, please hit up your Partner Rep!



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