Connecting multiple point solutions to conversion APIs has several disadvantages:
Development Costs - Connecting multiple point-to-point solutions increases development and associated maintenance efforts.
Incomplete Data - Some important conversion events may occur in independent or third-party systems that you do not have direct access to.
Lower match rates - When pushing events directly from your application servers, you will only have access to the data available within the context of a specific user action. (View Highlight)
The Data Warehouse Already Stores Conversion Events
For reporting and analytics purposes, your data engineering team has probably already connected to many of these solutions and ingested much of this key conversion data into your warehouse. Often these key events include things like:
Purchases and Donations
Product Trials and Subscriptions
Lead and Newsletter Sign-ups (View Highlight)
Note: Have they really captured these already?
conversion APIs handle the standard events that a conventional web pixel can track.
However, top-of-funnel and anonymous events like page views and add to cart require a first-party behavioral tracking tool to be added to your site, store, or app. First-party tracking solutions are not restricted by browser blocking which affects 3rd-party tools like the Facebook Pixel. (View Highlight)
As detailed in Facebook’s Best Practices for Conversions API, the more customer information provided via the API the higher the associated Event Match Quality Score. A higher score increases the rate of attribution, ad delivery optimization, and drives down the cost per action. (View Highlight)
