Because of new privacy-focused features to browsers, the Facebook pixel has become less reliable. <\/p>\n
What to do about that is rapidly becoming a hot topic amongst marketers. <\/p>\n
The Facebook pixel is a short javascript code that carries its own unique ID. It registers important information,<\/a> such as which pages a device visited, the frequency of visits, and how long those visits lasted, among other things. <\/p>\n With Safari\u2019s changes to Intelligent Tracking Prevention<\/a> and worldwide laws and guidelines limiting businesses\u2019 capabilities to track website activity without permission<\/a>, the Facebook pixel is not as useful to marketers and advertisers as it once was.<\/p>\n In short, the feedback loop between Facebook Ads and the behavior of your customers has broken down and will never be the same. Other negative impacts include: <\/p>\n All things any good marketer wants to avoid at all costs. <\/p>\n The solution? The Facebook Conversions API (FB CAPI) integration<\/a> offered by Bloomreach. Facebook Conversions API gives companies more control over the data they send to Facebook. The API allows events to be sent directly to Facebook Ads\u2019 platform without having to rely on browser pixel tracking. <\/p>\n This gives businesses 100% control over data they choose to share with Facebook. FB CAPI helps to ease the minds of marketers and customers alike by creating a secure and law-abiding connection from a business to Facebook without relying on third party cookies.<\/p>\n Sofology<\/a> is the UK\u2019s fastest growing omnichannel sofa retailer whose mission is to help their customers feel at home on a sofa that they love. It sells a variety of sofas, chairs, recliners, and other accessories through a network of over 45 stores in the U.K. and online.<\/p>\n Sofology has been an Bloomreach customer since summer 2019.<\/a> It became aware of changes to the Facebook pixel and FB CAPI because of Bloomreach, Facebook, and Bloomreach\u2019s \u201cCookie Control, Consumers, and Commerce\u201d<\/a> webinar that took place in late January.<\/p>\n When presented with the opportunity to be an early adopter of Conversions API, Sofology didn\u2019t hesitate.<\/p>\n Conversations had already been taking place internally about how the changes related to the Facebook pixel might affect Facebook Ad performance. The logical next step was to move forward with implementation. <\/p>\n It took just one hour for Conversions API to be set up for Sofology.<\/p>\n Yes, only 60 minutes.<\/p>\n \u201cWe were ready to go live with Conversions API in one hour,\u201d said Janet Duckworth<\/a>, Head of Marketing for Sofology. \u201cAs always, the Bloomreach team made sure we understood the future impact on our data and reporting. We\u2019re looking forward to finding new use cases<\/a> and increasing the ROI of our Facebook Ad budget.\u201d<\/p>\n The technical integration was simple because Sofology had already mapped the key events it desired to send to Facebook through Conversions API. With this information, and a couple of tokens from Facebook Business Manager, the integration was a seamless one.<\/p>\n Now, whenever a purchase happens, the data gets automatically sent from Bloomreach through Conversions API to Facebook. Every conversion is now used to optimize Sofology\u2019s Facebook Ads campaign.<\/p>\n As the data begins to roll in, the process of monitoring what impact this will have on Sofology\u2019s data and campaign performance begins as well. After an evaluation of the first results, ways to expand the use of the integration will be better known and implemented.<\/p>\n The future\u2019s looking bright for Sofology and other companies that have implemented Conversions API.<\/p>\n Why? Because they no longer have to worry about the death of cookies<\/a> negatively impacting their Facebook campaign performances.<\/p>\n They\u2019ve protected the strength of conversion signal, i.e. the ability to reliably tie conversions to ad campaigns. The chart below illustrates the potential impact of this change on the signal strength.<\/p>\n You can think of the conversion signal in the same way you would think about the strength of your Wifi connection. When the signal is strong, Facebook is getting a clear picture of the behavior that results from ad clicks.<\/p>\n It uses the information to optimize the campaigns by targeting people who are similar to those who\u2019ve converted and limiting the impressions for people who didn\u2019t. Thus giving you a good return on your ad spend.<\/p>\n When the signal gets weak, the image starts to break up. Facebook can\u2019t see what the people who\u2019ve clicked on the ads are doing on your page. It then does a much worse job optimizing campaigns.<\/p>\n Strong signal means better ROI. Without the signal, your cost per action increases by 150% on average<\/a>.<\/p>\n And there\u2019s an added bonus. The capability of using any customer data point as a conversion (which can now be done through FB CAPI) also opens up new possibilities. For example, you can run campaigns optimized on generating store purchases.<\/p>\n In roughly a year from now, companies that make no changes to their Facebook Ads campaigns are expected to see revenue greatly decrease because of the decreased reliability of the Facebook pixel. The time to make the change is now. Protect the signal.<\/p>\n One interesting thing to watch out for is the impact implementing FB CAPI will have on your data. Since you\u2019re adding a new way of measurement, your data will inevitably be impacted. Seeing increases of 30% in revenue attributed to Facebook is not unheard of after implementing Conversions API.<\/p>\n \u201cIt\u2019s crucial to recognize that while the data will change, the underlying customer behavior will stay the same,\u201d said Juraj Frank<\/a>, a Business Consultant for Bloomreach. <\/p>\n Bloomreach Engagement<\/a> collects, analyzes, and activates customer data in real time.<\/p>\n This allows Bloomreach users to create personalized experiences<\/a> across Facebook, email, website, and other channels that drive higher revenue and increased customer loyalty. Our experienced team will help you identify and deploy use cases<\/a> that will increase advertising ROI.<\/p>\n If you are worried about your Facebook Ads campaigns suffering, the Facebook Conversions API integration is what you need to put these concerns to rest. FB CAPI will offer you more control over the data you are sharing with Facebook and ensure that the money you\u2019re spending on Facebook Ads campaigns is money well spent.<\/p>\n Don\u2019t wait to get started. Schedule a personalized demo today<\/a> to better understand how your business can turn customer data into marketing magic. <\/p>\n\n
Sofology Opts in for FB CAPI<\/h3>\n
Implementing Facebook Conversions API<\/h3>\n
The Future with Conversions API<\/h3>\n
Bloomreach Engagement Helps Businesses Grow<\/h4>\n