Why are these changes necessary? Algorithm updates are constantly being rolled out, and the last two years have seen a particularly intense period of modifications and new features. In the era of the „cookie apocalypse,” casting a shadow over the entire performance marketing industry, Meta began developing solutions for data monitoring and collection through the Server-to-Server (S2S) protocol. This allows Facebook ads to still reach devices running Apple’s operating system, and enables targeting and exclusion based on conversion events.
Minimizing the Impact of Ad Blockers and Privacy Protection Systems: Since the data is not transmitted through event code within the website structure, such blocks can be bypassed more effectively. Moreover, issues related to situations where the Pixel code fails to load—causing reporting errors and inaccurate conversion tracking—are significantly reduced. This means a broader target audience and better reporting data collection.
Optimizing Ads Based on Post-Conversion Actions: While it may sound complex, the Conversion API assigns each user a unique ID, tracking their actions and conversions even after a purchase, if that was the intended goal. As a result, the algorithms behind lookalike audiences and post-conversion optimization will have access to much richer data sets, allowing for more accurate user segmentation.
Improved Attribution and Conversion Path Tracking: With a more complete view of the user journey and enhanced tracking, it becomes easier to monitor attribution and the path from click to conversion. This has been a challenging task for Meta with varying levels of success. However, the focus on improving event quality and the shift towards Google Analytics 4, which relies on these events, offers hope that the reported results will be more consistent, addressing past discrepancies.
Increased Data Collection and Better Event Matching: The Conversion API, when combined with the Pixel, provides a wealth of additional information that would otherwise be unattainable with the Pixel alone. As a result, event matching becomes much more precise, and lookalike audiences improve significantly in quality.
Enhanced Security and Predictability: The system will notify advertisers about what is being published and where, making it easier to create whitelists and blacklists.
Continued Reach to Apple Users: This includes both remarketing efforts and event-based ad targeting or exclusion. The collaboration between Apple and Meta was widely communicated several months before iOS 14 was released, and Meta did a good job preparing advertisers, informing them of the changes and ways to mitigate their impact.
An example of targeting exclusively iOS devices and the results of a campaign for one of our clients (DPA). Currently, Facebook ads are the only option for remarketing and ad targeting on Apple devices.
The standard Meta Pixel will stop functioning next year, and implementing the Conversion API will become mandatory. However, there is good news—it’s now much easier to do.
Currently, we have two types of conversion tracking:
Cookie-Based Tracking: This refers to the Pixel, where login information must be sent to the browser and then loaded. If something goes wrong during this process, the event linked to the user won’t be recorded, and the conversion won’t be tracked.
Server-to-Server (S2S) Protocol Tracking: The Conversion API is an example of this. No files are generated; instead, information about the site visitor is triggered on the server side and directly sent to Meta’s server. Thanks to a unique user ID assigned to each action on the site, such as a hidden URL parameter (fbclid), advertisers gain access to far more data than they could with the Pixel alone.
Server-side data includes information such as browser type, country, operating system, internet service provider, time and date, browser resolution, and many other details. This wealth of data allows for much better audience segmentation and more accurate ad targeting for specific events, without the risk of cookie-based traffic being blocked.
There are currently several options. Subjectively speaking, Conversion API implementations are categorized based on the level of expertise required by the implementer:
Partner Integration: Using plugins that configure everything upon installation. Supported CMS platforms include WordPress and WooCommerce, Shopify, Magento, and marketing automation systems like Zapier, as well as others less common in Poland. Setting these up requires only basic knowledge of the CMS in use.
API Gateway: While it may sound intimidating, this is how the Conversion API can be easily implemented on any website. To do this, you’ll need knowledge of domain management and technical configuration for AWS applications—essentially knowing “what goes where.”
Server-Side Application: The Conversion API can also be implemented through Google Tag Manager, which, using a server-side application, provides enhanced user data security.
Direct Code Integration: This requires collaboration with a developer familiar with the technical documentation. The configuration panel isn’t particularly user-friendly, even for an ad specialist.
Each of these methods requires at least a minimal level of technical knowledge beyond advertising expertise, and Meta recognizes the complexity of the implementation. As a result, you’ll find helpful comparisons in the Meta Help section (links provided in sources).
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