Optimise Facebook Ads Campaigns With 1st Party Data 

Posted in Cloud for Marketing
Wondaris • February 23, 2023

In 2023, the way to optimise Facebook Ads campaigns, measure the all-important ROI, and the way in which you’re able to collect and track 1st Party Data and 3rd Party Data is drastically changing.

As advertisers face a world without cookies, current tools such as Facebook (Meta) Pixel are becoming less effective. Pixel’s reliance on browser tracking, combined with increased ad-blocking and iOS security measures, has resulted in issues with inaccurate or missed conversions, and its application as a standalone tool will continue to diminish with the sunset on 3rd party data.

So how do marketers overcome these challenges, and work with 1st party data to optimise Facebook Ads campaigns for better campaign results?

Facebook Conversions API

The Conversions API (CAPI) is a Meta business tool that creates a direct connection between your marketing data and Meta. Where Facebook Pixel works by placing cookies to track users, CAPI collects data from your own website’s server to feed into Facebook. This server-side implementation allows for more reliable tracking of events than client-side - which is subject to things like the aforementioned ad blocking and cookie restrictions - and fills in the gaps that Pixel may have missed.

Working together, the two tools are able to maximise the reliability of data that you collect about users, and deliver better insights into the effectiveness of campaigns.

CAPI and Wondaris

Given that CAPI works with your own marketing data and systems, being able to utilise a customer data platform (CDP) such as Wondaris, and its single unified view of a customer, stands to provide the richest data to optimise ad targeting, whilst having confidence that information is being collected and managed securely. Further Wondaris’ activation tool and automation capabilities builds and delivers audience lists automatically to Facebook advertising, allowing for faster, more responsive campaign execution.

Using Facebook CAPI server-side tagging with Wondaris also delivers the following benefits to advertisers:

  • More accurate event tracking (including off-line/untracked events) and conversions 
  • Future-proof conversion tracking with no cookie opt-in and 3rd party cookie deprecation
  • Sending better data to Facebook helps achieve a lower Cost Per Action (CPA) whilst ensuring audiences see relevant ads
  • A lower Cost Per Click (CPC) and better targeting with matched audiences 
  • Using owned 1st party data for better retargeting and ad performance
  • Better ability to adapt to the ever-changing ads ecosystem, whilst still maintaining privacy controls.

We’ve previously discussed how CDPs such as Wondaris will continue to gain momentum to help organisations deliver more effective, personalised engagement across omnichannel campaigns (whilst handling consent and privacy requirements). The introduction of Facebooks’s CAPI is a natural fit with a CDP to leverage an organisation’s own 1st party data to better optimise Facebook Ads campaigns and deliver the best ROI with their audiences.

The Wondaris CDP allows you to link all of your business and marketing data sources so you can better understand what’s driving people to your brand and how you can ensure they stay loyal to you long-term. Connect with the Wondaris team today to find out more about the benefits working with a CDP partner.

Want to try Wondaris? Get in touch.

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