Anne Gontier – Data Tracking & Analytics Consultant

Accurate data is essential for precise marketing strategy decisions. Server Side tracking and the Facebook Conversion API (CAPI) offer many advantages that can significantly enhance your marketing performance. Yet, there are nuances between these two methods.

What is Server Side Tracking?

Server Side is a data collection method that sends tracking information from your website’s server to advertising platforms, instead of directly from the user’s browser. This ensures more accurate data collection and sidesteps issues like ad-blockers and browser restrictions.

Benefits of Server Side Tracking

What is the Facebook Conversion API (CAPI)?

Facebook’s CAPI is a powerful tool that sends conversion events directly from your server to Facebook. It complements the traditional Facebook pixel, capturing data when the pixel can’t, like mobile app purchases or conversions by users with cookies turned off. CAPI ensures more robust data collection, providing a clearer view of your Facebook ad performance.

When Facebook gets a server event, it checks for a corresponding browser event. If the browser event is blocked (e.g. by ad-blockers), the server event is used instead.

CAPI supports various event types and parameters, giving businesses flexibility in tracking many conversion actions and customising the data they send to Facebook.

Benefits of FB CAPI

Ready to harness the power of Server Side and Facebook CAPI?

Our expert team can tailor solutions to your needs. Don’t hesitate to get in touch!