Introduction
Facebook's Conversion API (CAPI) is a powerful tool for marketers seeking to enhance data accuracy and control over event tracking. When paired with a robust platform like Syntasa, the integration can streamline the process and maximize results. This article delves into the key components and steps involved in a successful CAPI integration using Syntasa.
Prerequisites
The CAPI integration with Facebook requires the following items to be ready before the integration can be applied within Syntasa:
- A valid Facebook business account: This is the foundation for all your Facebook advertising activities.
- Facebook pixel (Meta Pixel) setup and enabled: The pixel is essential for tracking website visitors and their actions.
The components comprising a CAPI Integration
A CAPI integration within Syntasa will typically comprise of the following components.
- Event Definitions: Event definitions determine the requisite events that need to be sent to CAPI. These outline the specific actions you want to track (e.g., purchase, add to cart).
- Custom Data Elements: Enables additional data-points (e.g. currency, number of items purchased) to be sent to CAPI along with the event
- Identity Matching: This links customer or web visitor IDs to the requisite ID that will be sent to CAPI (this can be a hashed email, or a Facebook cookie ID)
- CAPI Sync: The process that will send the event information to the Facebook Conversion API.
Defining your events
The first step for a CAPI integration involves defining the type of events that are to be sent to the conversion API. Some of the events offered out-of-box within Syntasa are listed below, but additional events can be included with the CAPI integration if required:
- Purchase
- AddToCart
- InitiateCheckout
- ViewContent
Once the events are defined, any custom data that should be sent with each event can be configured. For this stage of the setup, the composition of each custom data field can be specified via Syntasa’s no-code functionality. Each defined data field will then be mapped to their relevant event, ensuring that information sent to the CAPI pixel is in-line with Facebook’s expectations.
Identity Matching to a relevant Facebook ID
Once the events and their relevant data-fields have been defined, the events will then be mapped to the relevant Facebook ID (this can be a hashed identifier or a Facebook cookie ID). Syntasa recommends the use of our ID Graph functionality to facilitate these mapping, with its ability to leverage both deterministic and fuzzy matching capabilities.
Pushing Events to CAPI
The final phase of the setup involves pushing the matched and cleansed events to the Conversion API via the meta pixel. As mentioned earlier, a prerequisite for this stage of the process is that a relevant pixel must be enabled on your website.