Improve Facebook ads ROAS by Using Facebook Conversion API

Şahin Seçil
Mar 13, 2023

In this article

Hey, this is Sahin from heybooster, an eCommerce CRO consultant. Today, I'll be sharing some valuable insights on how you can increase your conversion rate using Facebook Conversion API. If you're not currently using it, you could be missing out on valuable data that has the potential to increase your conversion rate, such as sales or leads.

I'll be explaining how you can check for this issue, fix it, and see the expected results. But before we dive into that, let's first explore why this problem is occurring.

When data is sent to Facebook through a browser using traditional methods, the critical information about users may not be processed due to various reasons, such as when a user is utilizing an ad-blocker, or the page is closed before the conversion code can be triggered, or due to restrictions introduced with iOS 14. When this data is not processed, it means that you lose critical information about users who are interested in buying your products or services. Without this information, it can be difficult to effectively target and optimize your advertising efforts.

Additionally, It's important to note that the number of users affected by lost data is increasing significantly and should not be underestimated. According to eMarketer, 27% of internet users in the United States use ad blockers, while globally, it's estimated that 42.7% of internet users use ad blockers. Therefore, it's crucial to consider changing your data sending process from client-side to server-side to ensure you're not missing out on valuable data that can help optimize your advertising efforts.

Let's explore the solution that is Facebook Conversion API can help mitigate the negative impact of lost data by allowing you to send your data directly from your server. This not only helps regulate the data flow but also allows you to include additional information such as CRM data, phone calls, site chat usage, affiliate information, lead scores, and more. In other words, Facebook Conversion API gives you more control over your data. (

If you have more control over your data, you can make better decisions on how to advertise, such as segmenting users by their interests and behaviors. If the user doesn't know about your brand, the first step should be to build trust with them. Once you've built trust with the user, you can then pitch and sell your product to them. To understand these differences, you need signals from your users.

Let's get back to the topic, Facebook Meta Events Manager is a powerful tool that can help you gain valuable insights into your website's events. With its advanced features, you can easily troubleshoot issues and monitor performance for optimal results. Some of the results you can expect to see;

Poor: The customer information sent with your event is ineffective for matching the event to a Meta account.

OK: The customer information sent with your event is somewhat effective for matching the event to a Meta account.

Good: The customer information sent with your event is effective for matching the event to a Meta account.

Great: The customer information sent with your event is highly effective for matching the event to a Meta account.

According to Brad Redding's analysis from Elevar, Facebook had less data being pushed before switching from client-side to server-side.

In summary, in today's privacy-first world, third-party cookies are becoming less effective. However, there are now more options than ever to optimize your digital marketing efforts. If you're unsure where to start or simply don't have the time to optimize your website, I'm here to help. Let's schedule a call to explore how we can work together to increase your conversion rate and grow your eCommerce business.

Do you know anyone who wants to improve their conversion rate? Help me reach them by sharing this post!

Until then, for the love of data.


From the blog

The latest industry news, interviews, technologies, and resources.
20 min read

15+ Insights to Optimize Performance Max for eCommerce

15 insights you need to look at to optimize Performance Max campaigns. By reviewing these, you can increase the ROAS of your PMax campaigns.

Have you checked whether your remarketing tools showcase the "right" products?

How confident are you that your remarketing tools are making a difference in your sales? Here are the potential issues!