Written By :Gigde

Thu May 11 2023

5 min read

How Facebook's Conversion Intelligence Will Change Everything?

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Today's advertising industry is data-driven. Browsers are the most common source of this information. This might be a huge problem for people who have problems with their internet connection.

Also, cookie-based server tracking is being phased out in favor of other methods. In this scenario, conversion intelligence is getting into trend and leading its way out from the crowd.

A company's funnels must be thoroughly examined to gain a thorough understanding of customers' journeys and enhance the ad experience. All of it sounds wonderful, but how does one go about implementing it?

How can we prevent privacy concerns from restricting data gathering using cookies and pixels now that cookies aren't the foundation of internet advertising? We've witnessed a trend in recent years where browsers completely exclude third-party data due to the introduction of Intelligent Ad Tracking Prevention (ITP) solutions.

These queries may be answered by using Facebook's conversion Intelligence (formerly known as the Server-Side API) and Facebook business integration which helps in data sharing across multiple platforms. Discover the undeniable advantages of Facebook marketing and harness its power for your business growth.

In this article, we will discuss what is Facebook's conversion intelligence and how it is changing the game in 2023.

Facebook's Conversion Intelligence

As previously mentioned, Facebook Conversion Intelligence was once known as the Facebook Server-Side API. It's intended to assist companies to keep their data private while providing tailored advertising to their consumers and target audiences. All of this may be accomplished without the need for browser-based mechanisms such as cookies.

The Facebook Conversions API is comprehensive and offers a multitude of useful tools and insights for businesses. Here's what it offers in terms of content:

  • Conversion Intelligence API gives organizations complete funnel insight while also allowing them to share only the data they desire with others. This goes above and beyond what the Facebook Pixel by itself can do at this time. As a result, integrating the Pixel and Conversions API gives marketers complete insight across the whole funnel.
  • Pixel is the only tool that provides insight into what users are doing when they are on a website. Pageviews and purchases are examples of actions that might be included in this list. Using the Conversions API, you'll have a complete view of the client journey at your disposal. Off-website purchases and whether or not a consumer continues to utilize their free trial and then converts are now recorded. Learn how to maximize your reach and generate Facebook organic leads with our expert strategies.
  • Using conversion intelligence technology to share data is the most accurate technique in the mid-and lower funnels. A browser crash or an ad blocker will not cause any data loss for businesses.
  • Businesses may decide what data to disclose using Facebook's conversion intelligence. In other words, organizations may use the Conversions API in addition to Pixel to control what information is shared and with whom. Pixel, on the other hand, communicates all events as they happen in real-time.
  • Companies using the Facebook Conversions API don't have to share their sensitive data with the browser; instead, they may send it directly to Facebook's server. The customer's activities will be extended to data submitted through the Conversions API if they utilize a privacy tool for non-Facebook activity.

Facebook Server-Side API

Programmatic interfaces with at least one publicly accessible endpoint to a request/response system are known as server-side APIs. JSON and XML are the most used formats for expressing them. HTTP web servers make these available on the internet.

Facebook's Server-side API is no longer known as such, as we briefly described above. Instead, it's referred to as the Conversions API in its entirety.

How is Facebook's conversion intelligence API different?

While Pixel allows for full-funnel tracking and data sharing, Facebook advises all marketers to use the Conversions API instead. Advertisers will be able to send more data to support their marketing efforts this way. Conversion Intelligence API enables the collection of data such as CRM records and events that occur in the bottom part of the sales funnel. This goes above and beyond what Pixel can provide on its own. Learn how to boost your brand sales funnel with our expert tips and strategies.

Conversions API can help companies with strict data-sharing policies pick what information to share. An existing system integrator or marketing platform provider can assist with the deployment of the Conversions API, which will need some development resourcing.

Conversion intelligence process

It's all pretty complicated, but it's easier to follow along if you break it down step by step. The Facebook Conversions API operates as follows:

  • The consumer begins by going to the website.
  • Facebook Pixel is required on the website. Facebook Pixel uses cookies to store user data (which is 1st party).
  • A user's IP address, user agent, and Google Analytics client id will be stored on the server just like the rest of the parameters.
  • When a user (using their stored user data) initiates an event, the server sends a request to the Facebook server with information about that event and the user.

Events Tracked on Facebook's Conversion Intelligence API

With all the hype around event monitoring, it's crucial to know what kinds of events are really monitored by the Conversions API. The following are some examples of events that can be kept tabs on:

  • Leads
  • Affiliate payments
  • Find locations
  • Phone calls
  • Form submissions
  • Purchases
  • Email subscriptions
  • Subscription changes

Because of this, Facebook's Conversion API has a distinct set of advantages over the Pixel browser. Better omnichannel customer journey visibility is among the advantages. This is accomplished by overcoming previously insurmountable obstacles in event tracking. The following are examples of obstacles that have been overcome:

  • Bad network connections
  • Long loading times for pages
  • Ad blockers

With Facebook Conversion, you have complete control over what data is shared with Facebook. With this feature, you can keep track of offline conversions, such as purchases done in person or transactions made over the phone.

You may transmit data about offline events to Facebook using the Conversions API.

Integrations for Facebook Conversions API

You'll want to combine Facebook Conversions API with your chosen CRM to get the most out of it. These connections may be made using various tools available online.

Facebook Conversions API integrations are far from exhaustive. The data in this list of tools is constantly current. You can look online for various integration tools available to connect with Facebook's conversion intelligence tool and enjoy its effective features.

There is also a feature of Facebook conversion events. This feature allows you to determine which events you should track and your business goals. You can also use the Facebook conversion rate calculator to check the conversion rate of your campaigns and keep track of them.

Frequently Asked Questions(FAQs)

Q1- What is The Meaning of Conversion Intelligence?

Ans- Conversion intelligence combines your marketing IQ with machine learning to identify and act on conversion opportunities that you would not normally see on your own. This is the quickest way to increase relevance and increase your chances of converting every visitor.

Q2- What is The Role of Conversion?

Ans- Conversion rates are an effective way of comparing and contrasting the performance of various advertising channels. As in the previous example, conversion rates are especially important when running mobile user acquisition campaigns because they can measure the success of each campaign.

Q3- What is a Conversion Designer?

Ans- A Conversion Designer is a methodology for creating high-converting marketing campaigns. It includes all of the persuasive design techniques and psychological triggers you can employ to entice visitors to act on your landing pages.

Q4- What is an Example of Conversion?

Ans- The company is transitioning to a new computer system. They've proposed converting the old school into apartments. The transition to gas heating will continue in the coming years. A Jewish conversion from Catholicism He is considering becoming a Buddhist.


Artificial intelligence and machine learning are not even close to posing a threat to digital business. On the contrary, they are making people's lives much easier.

One of the things that AI improves is digital advertising. That is why Facebook and Google have spent so much money and time developing machine learning technology to power their ad platforms.

So by now, you must be clear with all the details regarding Facebook's conversion intelligence. So explore this tool and enjoy its amazing features to grow your brand.

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