The Marketers Guide to Facebook CAPI

Maximize Facebook ROI through a best-in-class integration strategy leveraging Facebook's Conversion API

Alec Haase

May 10, 2022

9 minutes

In a privacy-centric world, conversion loss is a primary concern for any digital marketer. Thanks to Hightouch, our paid media teams have been able to easily leverage first-party data signals directly from our warehouse to enrich our conversion events, maximizing our match rates & improving performance in platform.

Tyler King

Sr. Associate of Paid Media

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Red Ventures

In addition to sending enriched conversion events, Hightouch also offers a no-code audience builder that syncs audiences to various destinations like Facebook. These audiences can then be leveraged for retargeting, suppression, and lookalike audience campaigns. Managing both audiences and conversions in one central platform eliminates the need for your data teams to build and manage duplicate scripts and pipelines while ensuring your marketing team can operate as efficiently as possible.

The best part is getting started with Hightouch is easy. After following these five steps, your team will have everything they need to start sending enriched conversions and accurate audiences to Facebook:

1. Create a Hightouch Workspace: If you don't already have a workspace, you can create one for free
2. Add a Source: Hightouch reads data directly from your business’s existing data warehouse. It will however, only need read access to the relevant tables where your event & user data resides.
3. Create a Model: Using simple SQL statements, marketing teams are able to enrich their event data with customer identifiers directly in Hightouch. Alternatively, this can be managed by data teams through tools like Git or dbt.

   
4. Add a CAPI Destination: Hightouch needs access to the conversions API of which you’d like to send the events. Once an access token has been inputted, Hightouch can begin sending events to your Facebook account.
5. Create a Sync: Through Hightouch’s no-code UI, marketers are able to map the various event or user fields to the ones expected by each destination. Once mapped, a recurring sync schedule can be set and the integration can be pushed live.

   

Proof Points

Boxy Charm - Facebook Case Study: Boxy Charm, an American beauty subscription box provider, increased its four-month retention rate by 23% after implementing the Facebook Conversions API to appeal to new subscribers who were most likely to become loyal customers, and predicted even higher increases after 12 months.

Lucid - Hightouch Case Study: Before adopting Hightouch for Data Activation, sending data to various ad platforms was a nightmare for Lucid. A single integration could take upward of 12–16 hours of engineering time to build, not even accounting for the maintenance involved to keep it up and running; and with no built-in alerting, it was nearly impossible to know when, where, or why specific failures occurred. Since pipeline breakages could have a huge impact on Lucid’s ad spending efficacy, manual CSV files were adopted instead. Now, instead of taking 12–16 hours to launch and test a custom API job, a single integration can be set up in five minutes with Hightouch and the most complex data models can be set up in two to three hours, saving an average of 12.5 hours.

Final Thoughts

Facebook remains one of the most technologically advanced advertising platforms in the world. Their machine learning, attribution, and audience technologies are in place to ensure that advertisers everywhere are able to target their desired consumers while achieving maximum ROI. Providing Facebook with the best possible conversion signals enables their technology to operate at full strength - and leveraging CAPI is currently the best way to do so.

Interested in standing up a best-in-class integration with CAPI in minutes? Try Hightouch yourself or book a demo today!