If you are advertising on Facebook you will need to set up Conversions API or CAPI. This is all due to the IOS 14 restrictions that are soon to be introduced.
If you are an Apple user, one day soon you will log in and be asked whether you allow Facebook to track your activity across other companies’ apps and websites?
You will then be able to choose between Ask app not to track and Allow. By clicking ‘Ask App not to track’ will effectively turn off the cookies between Facebook and your Apple phone / Macbook / Ipad.
What will this mean for advertisers on Facebook?
In a nutshell, if a user stops the Facebook app from tracking, the pixels you have placed on your website will become unusable. You will no longer be able to track visits to your website. Which means you won’t have the data to retarget those visitors through advertising campaigns.
So what can you do?
At the moment the advice that is being given is to validate your page. Click here for a how-to guide. You should also enable the Conversions API or CAPI and turn on advanced matching.
How to enable the Conversions API and advanced matching
Below are simple steps to follow to get your website and Facebook business account ready for the new IOS 14 restrictions.
- Ensure that your Facebook pixel is set up. (Here is a how-to guide)
- You will also need to have set up Facebook Business Manager (Visit business.facebook.com/overview, click create account and follow the steps. You will need to add your business FB page(s) and any add accounts into Business Manager once set up.
- To use Conversions API you will need to obtain an access token.
- To obtain your’s head to Events Manager within Business Manager.
- Choose the pixel that you want to implement (listed on the left-hand side of the page)
- Once you’ve chosen the pixel, click settings
7. Scroll down until you reach advanced matching and turn it on if it hasn’t been already. The continue to scroll to Conversions API and either set up manually or via a partner integration.
8. You will be asked to save some code to clipboard and follow the stages through the process. As a WordPress user, I was able to download a plugin. Which once on my site I could paste the code into.
I hope this helps you in setting up your Conversion API and advanced matching. With the hope that your Facebook adverts aren’t affected by IOS14 changes.
Here is a link to the Facebook guidelines for setting up CAPI.