How can I optimize my Meta campaigns using Eulerian's Conversions API (CAPI) connector?

Solution

Marketing Mix Modeling
Attribution
Analytics
Activation

Module

Manage & Analyze
To plan
Enable
Datamining
Privacy Center

Problematic

Marketers face a series of new regulatory and technological challenges that threaten the quality and volume of data collected - data that is essential to optimizing acquisition campaigns.

Among these challenges is Apple's rollout of iOS 14+, which introduced significant changes to the way apps can track users, directly affecting targeted advertising and conversion tracking.

Additionally, the General Data Protection Regulation (GDPR) in Europe and other similar regulations around the world have increased users' control over their personal data, making data collection more restrictive.

At the same time, the announcement of the end of third-party cookies by major browsers like Google Chrome sent shockwaves through the industry, as these cookies have long been a mainstay of targeted advertising and conversion tracking.

Finally, the need to collect user consent for data tracking further complicates the effective collection and use of data.

These major changes raise a crucial question for advertisers:how can we continue to collect accurate and useful data to optimize acquisition campaigns in this changing regulatory and technological landscape?

In this context, Meta's Conversion API (CAPI) emerges as a promising solution. CAPI allows advertisers to transmit conversion events directly from server to server, providing a sustainable alternative for conversion tracking and ad personalization.However, its deployment raises its own set of questions and considerations. How can Meta Conversion API help advertisers maintain the effectiveness of their acquisition campaigns? How to optimize your integration? What is the added value of using Eulerian to deploy the Meta Conversion API?

Objective

Setting up the Meta Conversion API (CAPI) to send conversion events to Meta server-side will allow you to:

Improve connectivity to reduce cost per outcome. Loading errors, connectivity issues, and ad blockers in browsers impact Conversions API data less than Meta pixel data. When you use the Conversions API in addition to the pixel, the connection is more reliable, allowing the ad serving system to lower your cost per result.

Optimize advertisements for actions that will be carried out later in the purchasing journey. For example, this could include actions taken following a purchase (such as subscriptions), actions taken in stores and customer scores. This information helps the system deliver your ads to the customers most likely to generate value for your business.

Improve measurements. The Conversions API can help you better measure the performance and attribution of your ads throughout the buying journey, from discovery to conversion. This provides a better understanding of how digital advertising impacts online and offline results.

Increase event matching to reduce cost per result. Matching events are events that can be assigned to accounts in Meta technologies. They allow you to serve ads to people who are more likely to take the actions that interest you, and reattribute those actions to your ads. Using the Conversions API, you can include additional customer insights parameters that help increase matching events and event match quality.

How Eulerian can help you

  • Comprehensive collection of navigation data, conversions, and advertising interactions
  • Native CAPI connector
  • Enrichment of conversion events to manage your campaigns on the LTV of new customers

Difficulty

Simple
Intermediate
Advanced


How to do ?

How to implement CAPI with Eulerian?

1. Generate a secure access token and Pixel ID from your Meta Event Manager

In order to use the Facebook Server API, you must create a secure access token by following the following instructions:


2. Create the connector within the interface

Activation → S2S → Add new connector → Facebook CONVERSIONS API


Information to enter :
Connector Name
Settings related to user consent: select "custom vendor", indicate the name of the Meta vendor as declared in your CMP (consent management platform), and select the "purposes" defined for this vendor by your CMP.
Call type – inbound traffic : select “site-centric”
Type of call – internal promotion : not applicable
Access Token : your newly created Facebook secure access token
Action_source : This field allows you to specify where your conversions took place. website : The conversion took place on your website.
app : The conversion took place in your mobile app.
(see list at  https://developers.facebook.com/docs/marketing-api/conversions-api/parameters/server-event#action-source  )
Pixel ID : your Facebook pixel ID

Click “Next”
You can only send your action information for one environment at a time (see action_source parameter above). We therefore recommend that you create a connector for the web environment, and another for the mobile app environment.
For information, the encoded email address is sent by default by the CAPI connector without specific configuration.


3. Set connector trigger rules

Specify the pages on which server calls will be made.
Here is an example of a generic trigger rule to send all your conversions:



4. Additional settings (optional)

On the settings screen, in the “ Partner connector attributes ” box, it is possible to activate, deactivate, archive or even schedule the activation of the connector.


In the “Partner Settings” box, you will find your Access Token and your Pixel API, but also:

email_remap (optional): Should only be configured if and only if the hashed email address of your users is sent to Eulerian via CRM synchronization.

As a reminder, the encoded email address is sent by default by the CAPI connector without specific configuration.

event_name (optional): This is the name of the event sent to Facebook. By default if it's a sale we send Purchase , if it's a started cart we send AddToCart , otherwise it's PageView .

It is also possible to send any personalized parameter via the “Custom Parameters” box.

Finally, for sales/quote events, you can send the conversion amount, conversion reference, and associated products. You can also send custom parameters, such as pLTV (predicted lifetime value).


What information is sent to Facebook?

  • The Eulerian internal ID (EUID) via the external_id parameter
  • The Internet user's IP address
  • The browser user agent
  • The Facebook fbp cookie
  • The hashed email of the Internet user if the latter was specified in the connector configuration (via email_remap) and the email is available
  • The Facebook clickid: retrieved via the cookie or via the fbclid parameter. Sent only if the lever name preceding the key contains Facebook


How to optimize your CAPI implementation?

What is EMQ (Events Match Quality)?

EMQ is the quality score of your CAPI implementation.


How to find this score?

The EMQ can be found in your Business Manager Meta, at the Event Manager level, in the “Overview” section.
The score (1-10) gives you the effectiveness of the implementation based on the number of parameters that are reported per event.
The EMQ will only be displayed for events that go back to the Conversion API.


Why improve this score?

The higher the score, the more likely the algorithm will be to correctly match a conversion event with the Customer on Facebook (and thus enable better attribution, better optimization and better targeting).
It is essential to aim for a minimum score of 6/10; under 5, the effects of CAPI are strongly attenuated.
The higher you are in the funnel (e.g. Page view) the more difficult it will be to obtain a very good score, because you will have collected very little information about the user at this stage of the journey.
On the other hand, you can obtain a higher EMQ on lower funnel events (sale or lead for example) because more information will be available to match an event to a Meta account (email address, name, telephone number, etc.) .


How to improve this score?

The greater the number of parameters reported, the higher the score and the better the results.
Thus, for each event, it is advisable to enrich the call with the recommended parameters in order to increase the score.
Below you will find a list of the different parameters listed according to their importance.

Parameter
Priority
Hashed email
Highest
Client IP address/client user agent (must be sent together or they will not be used)

High
Hashed phone number
High
FB Login ID
Medium
Other hashed contact information
(In addition to the hashed email address and phone number parameters, the contact information you can send includes the following hashed parameters: gender, date of birth, last name, first name, city, country/state, zip code /zip, country).
Medium
External ID
Medium
Browser ID (Fbp)
Medium
Click ID (Fbc)
Low
Lead ID
Low
Subscription ID
Low


Drawing :

In your Business Manager > Event Manager, you can check the event score.
The percentage displayed indicates the number of additional conversions recorded thanks to CAPI (vs. with the pixel alone).

In the example below, the fact of having integrated CAPI makes it possible to measure 96.8% more conversions: this allows more signals to be given to the algorithm which will then be more efficient, which will improve the performance of your campaigns.


If the EMQ is less than 6, then optimizations are possible. You can view the details to find optimization options.