Better ad performance with Conversions API
Meta analysed more than 200,000 small business ad campaigns last year and identified the top five actions that businesses can take to boost their ad performance on the platform. To assist small businesses in utilising these insights, Meta introduced The Performance 5, providing guidance to achieve better campaign results with a more economical use of budgets.
Meta is launching a series of webinars in the coming months, providing in-depth exploration of the Performance 5 tactics to help businesses successfully execute them. The first webinar is scheduled for April 26th and will focus on the Conversions API, also referred to as CAPI.
The Conversions API is a business tool on Meta that enables a direct connection between a business’ marketing data and Meta, by exchanging information between the business website and Meta servers. Advertisers who have integrated the Meta Pixel, a code that tracks customer actions on a business’ website, with the Conversions API have reported enhanced campaign results. Our findings indicate that advertisers with the Meta Pixel, who have set up the Conversions API, observed an average improvement of 13% in cost per action.1
Why Should Small Businesses Adopt CAPI?
As the marketing industry continues to evolve, CAPI can serve as a valuable tool to help small businesses adapt and remain resilient in an increasingly cookie-less environment.
Apart from this, CAPI provides several benefits, including:
- Better measurement – a more accurate understanding of how many conversions Meta ads generate.
- Greater cost-efficiency – ensure future audiences see relevant ads with improved audience targeting and decreased costs per action.
- Safeguarded success – as browser technologies become less effective, CAPI will help future proof operations.
Small Businesses Seeing Success
Jeremy Howie, the CEO of Enlightened Marketing, helps small businesses develop marketing strategies that prioritize long-term growth. He has been instrumental in guiding clients through the changing marketing landscape and using CAPI as a tool to enhance campaign performance.
For instance, when iOS14.5 was launched, it had an adverse effect on the advertising industry, which impacted millions of small and medium-sized businesses. However, by utilising the Conversions API, Enlightened Marketing observed an increase of 30% in attributed purchases and a corresponding 30% decline in cost per actions (CPAs). CAPI integrations can be easily implemented through Events Manager to a website platform, making it a seamless process.
In another example, Kensington Market Sourdough, a sourdough starter company in Toronto, leveraged CAPI to measure which ad objectives drove the most sales. Through an A/B test, the business saw a 52% increase in purchases with ads that used the conversions objective, compared to ads using conversions and brand awareness objectives.
CAPI can help service-oriented businesses as well. Small businesses that use the Conversions API with lead ads saw a 20% increase in lead-to-sales conversion rate, compared to existing optimisations.2
Need help bettering your ad performance? Partner with us and see the difference!
(source: https://www.facebook.com/business/news/smb-better-ad-performance-with-conversions-api)