Facebook‘s Conversion API is a powerful but underutilized tool for creating hyper-targeted, high-converting ad campaigns. By sending key actions from your website and apps directly to Facebook, you give their advertising algorithms rich data to work with.
The result? You can reach ultra-specific audiences and serve ads that speak directly to their interests and behavior.
But for many marketers, tapping into this capability still seems out of reach. Manually implementing the Conversion API requires developer resources that are in short supply.
That‘s where Zapier comes in. This leading automation platform makes it simple for any skill level to connect the Conversion API with other business systems. Read on as I walk through exactly how to set things up, as well as creative ways to put automated conversions to work.
How Facebook‘s Conversion API Boosts Ad Performance
Launched in 2018, the Conversion API provides a server-side method for sending conversion data directly into Facebook‘s backend. This gives their machine learning models valuable information to optimize future ad delivery and targeting.
For example, if a visitor on your site fills out a lead gen form, you can create a conversion event that flags that user as a hot lead. Facebook will then look to find more people like them to serve your ads to.
The key benefit is relevance. Facebook gets data that isn‘t available through traditional tracking pixels. This lets you hone in on audiences that match customers who have already shown strong intent or interest.
Over time, you create a positive feedback loop. Better targeting → higher conversions → more relevant data → better targeting. Results compound as Facebook continually refines ideal customers.
How the Conversion API Compares to Tracking Pixels
In the past, marketers relied solely on Facebook tracking pixels to gather conversion events. Pixels work by loading invisible images on your site that tell Facebook when a visitor views a page or completes an action.
However, tracking pixels have some downsides:
- Limited to browser data only
- Can slow down site performance
- Restricted by privacy changes like ITP and ATT
With the server-side Conversion API, you bypass these issues by sending data through background API calls instead. This gives you:
- Broader data – Track actions that happen in mobile apps, CRMs, email, and more
- Faster performance – No pixel loads required
- Future-proof tracking – Not affected by privacy restrictions
The catch is that implementation takes developer resources. That‘s what makes Zapier‘s integrations so game-changing…
How Zapier Automates the Conversion API Setup Process
Manually connecting apps and services to the Conversion API requires engineering resources to manage API calls and write data.
Zapier eliminates this barrier through pre-built integrations and a simple no/low-code interface. With just a few clicks, you can create Zaps that automatically transfer conversion data from various tools into your connected Facebook ad accounts.
Let‘s walk through how to connect Zapier to the Conversion API:
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Go to your Facebook Business Manager account
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Navigate to the Events Manager
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Click Data Sources → Partner Integrations → Search "Zapier"
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Select the Zaps you want to use:
- Offline event set – Send actions that happen offline like in-store purchases
- Web events – Track website interactions powered by Zapier
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That‘s it! Zapier will now show up as an available data source. Proceed through creating an integration below to start transferring events.
With Zapier connected, we can automate passing conversion data from various apps, SaaS platforms, and more directly into our Conversion API setup.
Some powerful examples:
Send New Orders as Purchase Events
In ecommerce, one of the strongest signals for Facebook to target potential new customers is recent purchases. This indicates both buying intent and the ability to spend money.
You likely already track orders through the Facebook pixel or Business Manager import. However, pairing purchases alongside custom conversion data results in ultra-targeted lookalike audiences.
For example, say you sell workout clothing. Someone purchases sports bras and leggings on your Shopify store, which fires off their customer info into a purchase conversion through Zapier.
Now you know this customer fits the profile of your ideal buyer persona. Facebook will seek other users who match their interests and deposit history and serve your ads to them.
Because these prospects mirror proven purchasers, you‘re almost guaranteed increased relevancy and conversions from any spend.
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Send new paid orders in Shopify to Facebook conversions as purchase events
Transfer Email Events into Conversions
Email marketing represents one of the highest returning channels for most businesses. And platforms like Klaviyo give amazing visibility into who engages with your messages.
For example, you can see who opens certain sequences, clicks specific links, makes repeat purchases through email, and more.
With Zapier, you can directly translate high-value email interactions into conversion events for Facebook to optimize against.
Say someone opened and clicked on the latest email promoting your new leggings line. Zapier will automatically log an Email: ViewContent event to that user‘s profile within the Conversion API:
User 123 viewed email promoting new leggings product lineFacebook will pick up that this person clearly has an interest in fitness clothing. So they become targetable through custom audiences and retargeting for future legging add campaigns.
Plus, expanding your data sources outside the browser gives you an unobstructed view into user actions. This produces consistent interest-based signals even as privacy restrictions limit tracking.
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Send Klaviyo email event data to the Facebook Conversion API
Link Form Submissions Across Platforms
Conversion events don‘t have to only come from your website. In fact, sending form data from platforms like Typeform provides even more signal into prospect interests and intent.
For example, say you run lead gen campaigns advertising a free workout guide for those interested in getting in shape. The sign up form lives on Typeform which asks for name, email, and fitness goals.
You can build a Zap that automatically logs any new submission as a Lead conversion in Facebook. This tells their algorithm that this person matches an ideal target customer.
Even better, you can dynamically insert form answers into the conversion metadata:
Olivia S. submitted lead gen fitness form. Her goals are to lose 15 pounds. Facebook reads this data to know Olivia wants to lose weight. So your ads for fitness classes or dieting products become extremely relevant to show her.
Building custom audiences from converted leads allows you to reuse high intent users for multiple campaigns. And you can create detailed segments, i.e. target all leads who wanted to "build muscle" or "improve endurance".
The possibilities are endless when you automate sending granular conversion data to Facebook.
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Sync Typeform signups to the Facebook Conversion API as lead events
Retarget Website Visitors Through Conversions
Retargeting site visitors is a foundational tactic in most Facebook marketing stacks. But inaccuracies in tracking data leave many customers falling through the cracks.
For example, say someone visited a product page on your Shopify store but didn‘t purchase. Your Facebook pixel fires to log their visit for remarketing later.
However, bugs in data collection happen – customers browse in private/incognito mode, pixel fails to load properly, etc. In these cases, the user never makes it into your retargeting pool even though they showed interest.
Conversion API automations provide a safety net to capture more of these high-intent website visitors. Solutions like Segment‘s analytics platform integrate directly with Zapier to pass first-party traffic data:
User visited "New Arrivals" page on site Zaps let you take these page views or other interactions to instantly create engaged visitor segments for remarketing.
You reduce slip-throughs from tracking issues and build larger pools of qualified users. Facebook‘s algorithm picks up on the increased engagement, lowering your CPAs over time.
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Track Segment page views as conversion events
More Examples of Automating the Conversion API
As you can see, Zapier unlocks all kinds of possibilities for streaming conversion data directly into Facebook for advertising. Here are a few more ideas:
- New row added in Google Sheets CRM → Lead conversion
- Calendly appointment scheduled → Event conversion
- BigCommerce customer tags purchase with hashtag → Brand engagement
- SurveyMonkey NPS response over 7 → Measure loyalty
Conversion automations give you the foundation to implement hyper-targeted marketing across Facebook‘s entire suite:
- Lookalike Audiences
- Custom/Retargeting Audiences
- Customer Match
- Engagement Custom Audiences
Plus you can reduce waste by only bidding on the most qualified users. Spend efficiency rises even as CPAs drop through better relevancy.
The key is picking the right conversion "triggers" from your apps and platforms that indicate an engaged, high-intent user. Turn every important customer interaction into fuel for Facebook‘s targeting engine.
Best Practices for Running Conversions via Zapier
As you build out automations, keep these tips in mind to get the most out of sending conversion data:
1. Categorize similar events together
Structure conversion labels in logical groups for easier management and targeting later. For example, bucket all email interactions under Email, form fills as Lead, purchasers as Purchase.
2. Maximize conversion metadata
In addition to the event name, you get additional custom parameters to add data about the user action. Use this to pass through details like specific products viewed, form answers selected, email links clicked, etc.
3. Create a conversion for every vital action
Don‘t just think about obvious conversions like sales or downloads. If a visitor engagement indicates commercial intent or interest for your business, send it to Facebook. Site searches, content views, technical support requests, and more can all provide targeting value.
4. Test new automations in a separate ad account
As you build new Zaps, connect them to a specific ad account you use for testing rather than production buys. This lets you validate that the conversion data is coming through accurately before relying on it to optimize real campaigns.
5. Review your signal quality
Facebook provides metrics on the strength of your conversion data under Events Manager → Data Quality. Monitor for issues where data isn‘t being read properly or showing low predictive value.
By following Facebook‘s best practices combined with an automation platform like Zapier, you now have all the tools needed to fully implement the Conversion API‘s capabilities.
The result is hyper-targeted advertising based on high-quality conversion signals from real customer actions. Expect dramatically increased performance and ROI.
Give Your Facebook Ad Targeting a Boost with Zapier [cta]
As competition rises on the Facebook ad platform, standing out with relevant messaging is more important than ever. Automating the Conversion API accelerates how you reach the audiences most likely to resonate with your brand.
Start unlocking more value from your customer data and cross-platform actions today.
Create a Zap connecting your apps, websites, or databases to Facebook Conversions now.
Or get in touch via email to discuss how Zapier can transform your Facebook advertising through custom integrations and managed automation services.
Our team would be happy to explore your use case, answer any questions, and get you set up with a personalized integration solution.
