8 Minutes Of Reading
May 4, 2023

Facebook Conversions API vs. Pixel: Which is Best for Your Marketing?


As an online marketer, you might know the importance of tracking customer behavior and engagement. Facebook offers two powerful tools for tracking user activity on your website – the Facebook Pixel and the Facebook Conversions API. Both tools have their advantages and limitations, and it can be challenging to decide which one to use.

In this article, we will explain the difference between the two tools, their benefits, and how to set them up.

Introduction to Facebook Conversions API and Facebook Pixel

Let’s understand what is Facebook Conversions API and Facebook Pixel first.

Facebook Conversions API

The Facebook Conversions API is a server-to-server tracking tool that allows you to send customer data directly to Facebook, bypassing the need for cookies. It works by sending HTTP requests to Facebook’s API endpoint, which allows Facebook to track user behavior on your website. The Conversions API is particularly useful for businesses that want to track customer behavior but are concerned about data privacy and cookie blocking.

Facebook Pixel

The Facebook Pixel is a piece of code that you add to your website to track user behavior, such as page views, add to cart, and purchases. It works by placing cookies on the user’s browser, which allows Facebook to track their activity on your site and show them relevant ads on Facebook. The Facebook Pixel can also help you track the effectiveness of your ads by showing you how many conversions you’re getting from your Facebook ads.

What is the difference between Facebook Conversions API and Facebook Pixel?

There are a few differences between Facebook Conversions API and Facebook Pixel, here are the most important of them.

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Way of Tracking User Behavior

The primary difference between the Facebook Pixel and the Facebook Conversions API is the way they track user activity. The Pixel relies on cookies to track user behavior, while the Conversions API sends data directly to Facebook’s servers. This means that the Conversions API is more reliable than the Pixel because it’s not affected by cookie blocking or ad-blockers.

The way of collecting data

Another difference between the two tools is the type of data they collect. The Facebook Pixel collects data on user behavior, such as page views, add to cart, and purchases. The Conversions API, on the other hand, collects data on user behavior, such as product views, add to cart, purchases, and other custom events that you define. This makes the Conversions API more flexible than the Pixel because you can track specific events that are relevant to your business.

Advantages of using Facebook Conversions API

The Facebook Conversions API has several advantages over the Facebook Pixel.

No hassle of Cookie-blocking

One of the biggest advantages is that it’s not affected by cookie-blocking or ad-blockers. This means you can track user behavior even if they’re using an ad-blocker or have disabled cookies on their browser.

Data Privacy

Another advantage of the Conversions API is that it’s more reliable than the Pixel because it sends data directly to Facebook’s servers. This means you can get more accurate data on user behavior, which can help you make more informed marketing decisions.

Detailed Insights

The Conversions API is also more flexible than the Pixel because you can track custom events that are relevant to your business. For example, if you run an ecommerce store, you can track events such as product views, add to cart, and purchases. This allows you to get more detailed information on user behavior and make better marketing decisions.

Advantages of using Facebook Pixel

The Facebook Pixel also has several advantages over the Conversions API. These three are the distinguishing ones. Have a look:

Easy to set up

One of the biggest advantages is that it’s easier to set up than the Conversions API. All you need to do is copy and paste the Pixel code onto your website, and you’re good to go.

Widely Used

Another advantage of the Pixel is that it’s more widely used than the Conversions API. This means that there are more resources available for learning how to use the Pixel effectively. There are also more third-party tools that integrate with the Pixel, such as Google Analytics.

Good for New Businesses

The Pixel is also better suited for businesses that are just starting with Facebook advertising. Since it’s easier to set up and more widely used, it’s a good tool for businesses that are just starting to experiment with Facebook ads.

How to set up Facebook Conversions API

Setting up the Facebook Conversions API requires some technical knowledge, but it’s not too difficult. Here are the steps to set up the Conversion API:

  • Go to the Facebook Business Manager account.
  • Generate Facebook Conversions API access token.
  • Integrate the token from the Conversios plugin.

How to set up Facebook Pixel

Setting up the Facebook Pixel is relatively easy. Here are the steps to set up the Pixel:

  • Go to the Events Manager section of your Facebook Business Manager account.
  • Follow the on-screen instructions to create a new Pixel or use an existing one.
  • Copy and paste the Pixel code onto your Conversios plugin.

Facebook Conversions API vs Facebook Pixel: For Ecommerce Businesses

For ecommerce businesses, both the Facebook Pixel and Conversions API are useful tools. The Pixel is better suited for businesses that are just starting with Facebook advertising, while the Conversions API is more flexible and reliable.

  • One of the biggest advantages of using the Conversions API for ecommerce businesses is the ability to track custom events, such as product views, add to cart, and purchases. This allows you to get more detailed information on user behavior and make better marketing decisions.
  • Another advantage of the Conversions API for ecommerce businesses is that it’s not affected by cookie-blocking or ad-blockers. This means you can track user behavior even if they’re using an ad-blocker or have disabled cookies on their browser.

Which one should you choose – Facebook Conversions API or Facebook Pixel?

Choosing between the Facebook Conversions API and the Facebook Pixel depends on your business’s needs and goals. If you’re concerned about data privacy and cookie blocking, then the Conversion API is the better choice. If you’re just starting with Facebook advertising, then the Pixel is a good tool to start with.

If you’re an ecommerce business and want to track custom events, then the Conversions API is the better choice. If you’re looking for a tool that’s easy to set up and widely used, then the Pixel is a good choice.

Ultimately, the decision between the two tools comes down to your specific needs and goals. It’s important to weigh the pros and cons of each tool and choose the one that’s best suited for your business. Conversios has both tools to offer, both can be integrated with just one click.

Common mistakes to avoid when using Facebook Conversions API and Facebook Pixel

When using the Facebook Conversions API and Facebook Pixel, there are several common mistakes that you should avoid. One of the biggest mistakes is not setting up the tools correctly. It’s important to follow the instructions carefully and test the tools to ensure that they’re working correctly.

Another common mistake is not tracking the right events. It’s important to define the events that are relevant to your business and track them using the tools. This will help you get more accurate data on user behavior and make better marketing decisions.

Finally, it’s important to regularly monitor the data that you’re collecting using the tools. This will help you identify any issues or problems with the tools and make adjustments as needed.

Conclusion

Both the Facebook Conversions API and Facebook Pixel are powerful tools for tracking user behavior and engagement on your website. The Pixel is easier to set up and more widely used, while the Conversions API is more flexible and reliable. When choosing between the two tools, it’s important to consider your business’s needs and goals and weigh the pros and cons of each tool. By using these tools correctly and avoiding common mistakes, you can get more accurate data on user behavior and make better marketing decisions.

To know more about the FB conversions API or Facebook Pixel, connect with Conversios. Conversios tool offers Facebook CAPI & Facebook Pixel integration with just one click. It also enables other marketing pixels such as Microsoft Ads pixel, Snapchat Pixel, Pinterest Pixel, Twitter Pixel, TikTok Pixel, etc.

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Facebook Conversions API VS Facebook Pixel: Which One To Choose?