If you work with Meta Ads, you undoubtedly must have heard about the iOS update. In this article, I will tell you exactly what you need set up to use Meta Conversions API with Plug&Pay
What exactly changed with the iOS 14 update?
For each app, users of iOS 14 (and onwards) must indicate whether data from installed apps can be shared. This also applies to Meta's apps. By default, data is no longer shared with Meta.
This affects your adverts: if not all data is shared, personalising your adverts is more difficult, and as a result adverts may be less relevant or less effective.
Meta's solution: Meta Conversions API
By default, data is no longer shared with Meta via cookies. As a solution Meta created their own Conversions API. By using Meta Conversions API you can still track data. Data is no longer shared via cookies, but directly via Meta's servers.
Using the Meta Conversions API for Plug&Pay
Step 1: Verify your domain
In order to use the Meta Conversions API, it is important to use your own (sub)domain for Plug&Pay. The next step is to verify your domain name in Meta. This shows Meta that you are the owner of the domain name.
ℹ️ If you use a subdomain for your Plug&Pay environment you must still verify your main domain name in Meta.
The methods to verify your domain bypass Plug&Pay. Read Meta's explanation for verifying your domain name here.
Step 2: Put Access Token in Plug&Pay
Once your domain name is verified, you can set up the Meta Conversions API.
To do this, go to Settings in your Meta Pixel. Navigate to the Conversions API section and select Generate acces token:
After clicking generate acces token, Meta shows your unique Conversions API code:
In your Plug&Pay environment, go to Settings > Plugins > Facebook Pixel > Link:
Go to Conversions API and paste the Meta Conversions API Token in the field:
You can also fill in the test code to test the Conversions API. You can find the test code in Meta under Test Events:
ℹ️ Do not forget to remove the test code within your Plug&Pay environment if you want to start collecting live data.
Lastly go to Settings > Analytics and make sure these three boxes are ticked:
Read more about what each box enables in this article.
Step 3: Set up events per page
After linking Plug&Pay with Meta Conversions API, you can create events per landing page via Settings > Tracking > Facebook conversion tracking:
For example, for your sales page, you can send a PageView or View content event to Meta. When a user opens the page, Meta knows the page is viewed. You can choose to set up a retargeting campaign for these users.
The following events can be chosen:
PageView: Similar to View content. This event is used to to measure if a users views a page. This does not necessarily mean that they have bought the offer.
Lead: Use this event to measure users' interest in what you offer and contacts you about it. For example, when your customers register for a 1-on-1 meeting.
Complete registration: Use this event to keep track when users register for a webinar, for example.
View content: Similar to PageView. This event is used to to measure if a users views a page. This does not necessarily mean that they have bought the offer.
Submit application: Use this event to keep track of which applications you have received. Use this on your contact page, for example.
Start trial: Use this event when you offer a trial period for your leads. This way, you can track how many leads turn into trials.
Step 4: Test events
Of course, it is important to check if everything is working correctly! You can do this in Meta via Test Events. If you open a page, you will see which test data is sent to Meta.
Browser data is the regular data sent from the Meta Pixel. Server data is the data sent from the new Meta Conversions API.
ℹ️ Data via the Meta Servers is retrieved every fifteen minutes. While testing, you will immediately see browser events, but server events after fifteen minutes.
Only purchase events are sent via Meta's servers.
You will see both browser- and server events for an event. If an event is measured both via browser and server, it is automatically marked as duplicate.
Do you see the events coming in as in the screenshot above? The Meta Conversions API is set up correctly for you!