If you are running Meta ads, you have undoubtedly heard about the iOS 14 update. In this article we explain exactly what you need to set up to use the Meta Conversions API for Plug&Pay.
Why Should I Use the Conversions API?
Users of iOS 14 and above must now specify for each app whether they want data from the app to be shared. This also applies to all Meta applications, such as Facebook and Instagram. By default, data is therefore no longer shared with Meta.
This affects your ads: if not all data is shared by default, you can personalise your ads less effectively, making them less targeted and less effective.
This only applies to Apple users who are using the latest Apple update and indicate that they do not want to share this data.
Meta's Solution: the Conversions API
User data can no longer be shared with Meta via cookies by default. But Meta already has a solution for this: instead of doing this via cookies, Meta introduced the Conversions API.
By connecting this, you can still track the data. It does not go via cookies, but directly via Meta's servers.
Using the Conversions API for Plug&Pay
To use the Conversions API, you will need to follow a few steps.
Step 1: Adding the Access Token in Plug&Pay
Log in to your Business Manager and click on your Pixel. Navigate to Settings. You will then see the Conversions API section. Under Set up direct integration, click Generate access token.
When you click this, a code will be generated. Copy this code.
Then go to Plug&Pay and navigate to Settings > Plugins > Meta Pixel. Connect the Pixel or adjust the settings if you have already set up the connection.
Have you not yet connected the Pixel? Then first follow this article.
Paste the Conversions API code in the second step.
You can also fill in the test code to test the Conversions API. The test code can be found in Meta under Test Events.
❗️ Make sure to remove the test code from Plug&Pay once you want to collect live data!
Then go in Plug&Pay to Settings > Analytics. Make sure these three options are enabled.
Step 2: Configuring Events per Page
You now have the Conversions API set up on your website. The Conversions API is applied by default to the events measured on your payment pages, thank-you pages, and upsell pages within Plug&Pay.
If you also want to measure your landing pages, configure events per landing page. If you have created a sales page, for example, you can send the PageView event to Meta for it. In other words: when that page is opened, Meta knows that your page has been viewed.
You can then choose to set up a retargeting campaign via Meta.
To make it easier, here are some examples of the different events:
Page View: A page view on your landing page.
Lead: A 'lead' event measures when your visitor shows interest in your offer and contacts you about it. For example, when customers sign up for a one-on-one call with you, this visitor has not yet purchased anything from you.
Complete registration: A 'complete registration' event measures when your visitor has signed up for an event or a campaign you are running. Think of a registration for a webinar.
View content: A 'view content' event tracks which visitors see the offer you have made. You could configure this on your sales page, for example (see example below).
Submit application: A 'submit application' event is intended to track incoming applications. You could use this on a contact page, after customers have submitted an application.
Start trial: The 'start trial' event is configured when you offer a trial period to your leads. This gives you a clear picture of how many trials your visitors take up. You can configure it on a thank-you page of your trial page.
You adjust this per page by going to the settings and clicking Tracking. Below that you will see Facebook conversion tracking.
Per event there are also other options you can fill in, such as the value of the purchased product, the currency, and a content name so you can easily recognise it in Meta later.
Step 3: Testing Events
Of course it is important to check whether everything is working! You can do this in Meta under your pixel under Test Events. When you open a page yourself where your Pixel is installed, you will automatically see which test data is being sent to Meta.
You will see 'all', 'browser', and 'server'. Everything coming in via browser is via the Meta Pixel as normal. These data are still coming in. Everything via 'server' is via the Conversions API.
❗️ Please note: server data is fetched every 15 minutes. When testing, you will immediately see events coming in from the browser, but not yet from the server.
For an event you may see a double measurement (in my case 'PageView'). Here the event is measured both via the browser and via the server. We currently track this in both ways. If an event is measured both via the browser and via the server, we automatically mark it as 'duplicate' so you do not get duplicate data.