For years, model advertisers relied on Meta Pixel to grasp how their adverts carry out, leveraging their pixel information to attach with shoppers on the Meta platform. Nonetheless, the ability of the pixel is diminishing. World privateness laws are increasing quickly, Apple iOS 14 opt-in charges are lowering, and 50% of web browsers not assist third-party cookies. Google Chrome will comply with swimsuit in 2024 with the tip of third-party cookies.
These business adjustments led Meta to introduce its future-proof advertising and marketing answer, Fb Conversions API (CAPI), which allows entrepreneurs to make use of their first-party information—together with conversion information—to focus on, optimize, and measure campaigns on Meta in actual time with out counting on third-party cookies.
LiveRamp is worked up to announce an prolonged partnership with Meta utilizing our Authenticated Visitors Answer (ATS) and people-based, privacy-first identifier, RampID, to assist energy this functionality for entrepreneurs to allow them to drive better returns from their advertising and marketing investments.
What’s the Fb Conversions API?
Fb CAPI permits model advertisers to ship their conversion information in actual time, course of that information straight inside the Meta Enterprise instrument, and join advertiser advertising and marketing information and Meta methods. This allows advertisers to make use of their very own advertising and marketing information with cookieless conversions, optimize advert focusing on, lower value per motion, and extra precisely measure marketing campaign outcomes whereas respecting folks’s selections on how their information is used.
How does this integration enhance advertising and marketing ROI?
LiveRamp and Meta’s deeply built-in partnership takes progressive approaches to fight the impacts of third-party cookie deprecation on measuring conversion information outcomes. By embedding LiveRamp’s ATS, which is powered by RampID, into Fb CAPI, entrepreneurs are in a position to obtain a extra holistic view of conversion paths to enhance the ROI of their campaigns, all whereas optimizing efficiency and defending people’ information.
By means of the partnership with LiveRamp, manufacturers can construct advertising and marketing packages upon a sturdy basis utilizing know-how designed to resist evolving privateness and browser insurance policies. The improved partnership ensures entrepreneurs can keep away from sharing shoppers’ personally identifiable data (PII), whereas additionally eliminating the necessity to construct their very own integrations, which require pricey engineering assets and in depth authorized and information ethics critiques.
Finish-to-end person-based advertising and marketing for in the present day and tomorrow
LiveRamp and Meta have collaborated for a few years to develop a greater approach for advertisers to attach with and personalize the shopper journey. Extending this integration to Fb CAPI now unlocks end-to-end person-based advertising and marketing. LiveRamp and Meta have established a deeply built-in partnership that drives influence and improvements, unlocking the next advantages for model advertisers:
- Attain audiences that matter most: Improve first-party information and set up extra significant connections with shoppers, customizing person-based advertising and marketing methods whereas remaining privateness compliant.
- Measure extra precisely: Match offline and on-line information occasions and conversions to unlock extra important perception into marketing campaign effectiveness and buyer habits to enhance the advertising and marketing technique.
- Optimize for higher efficiency: By means of offline and on-line insights, make changes in-flight that enhance viewers focusing on and generate increased value and efficiency efficiencies. Advertisers with the Meta Pixel who arrange CAPI noticed a 13% CPA enchancment on common.
- Future-proof advertising and marketing methods: Guarantee continuity between key advertising and marketing ways—resembling viewers constructing, focusing on, and measurement—on the internet and cellular in a post-cookie surroundings.
Occupied with studying extra? Learn the way LiveRamp may also help you onboard with Fb’s CAPI. Contact our staff of consultants at [email protected] to find out how we may also help you begin in the present day.
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