With over 210 million monthly active users in Africa, Facebook is one of the most significant Marketing and Advertising platforms for Businesses on the Continent.
Facebook Conversions API comes as a pre-integrated module within Terragon’s Customer Data Platform (CDP), allowing Advertisers (Brands) and Agencies to accurately capture website conversion data from their Facebook campaigns. This can then be layered over first-party customer data as well as the rich insights generated through the AI & ML functionalities of the CDP in order to supercharge and optimise marketing campaigns.
By tracking and utilising conversions data rather than clicks, Advertisers get a much more realistic picture of customer behaviour which can be fed back into live and future campaigns for better and more accurate targeting.
Research has shown that when clicks rather than conversion data is used for optimisation, Ad campaign costs skyrocket by 1.5X (i.e. If a $1,000 monthly ad spend previously achieved 5,000 registration/sign-ups, it will now cost at least $1,500 to achieve the same result) Source Facebook.
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Full-Funnel Visibility: Because CAPI utilises Clients’ servers rather than users browsers, a wider array of data can be made available for targeting (eg online, in-store etc) for a more accurate and holistic view of the customer conversion journey; this in turn vastly improves campaign relevance and performance
Accurate Data Sharing: Through direct server to server connection bypassing browsers; thereby eliminating browser limitation such as browser crashes, ad blockers or network downtime.
Enhanced Data Control: Unlike Pixel which sends all events in real-time, this solution allows advertisers to effectively optimise campaigns by deciding what customer data or event to send back to the Facebook Ad server and when based on the required campaign objective.
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