Overview
Fullpath Digital Advertising leverages the most up to date and best practices issued by Meta when creating accounts and campaigns to advertise for Dealerships on Facebook. One of these includes leveraging the Facebook Conversion API to track and report conversions for dealers.
What is CAPI?
The Facebook Conversions API (CAPI) is a secure channel that lets an advertiser (Fullpath) send conversion data to Facebook. Conversions are actions that Shoppers take on the Dealership website. These conversion events are linked to a pixel on site (the facebook pixel is embedded in the Fullpath code snippet your website provider inserts on your Dealership website during onboarding).
The Conversions API is designed to create a direct and more reliable connection between marketing data (from your server, website platform, app or CRM) and Facebook.
How Is Fullpath Using CAPI
Fullpath optimizes for conversions and not impressions or clicks. This means it is critical to know what happens when a Shopper clicks on a Facebook ad and lands on the Dealership website. Did that Shopper browse and leave, or did they identify themselves in a meaningful way, in other words, did the Shopper convert?
If a Shopper converts onsite, the Facebook pixel (embedded in the Fullpath code snippet) sends that Conversion data back to Facebook using CAPI. This allows Fullpath to optimize the Social Campaigns and Ads based on which of them were able to target users who end up converting on site.
Learn more about the Meta Conversions API here.