Sending event data to the Meta Conversions API with Driftrock

What is the Meta Conversions API (CAPI), and how can it be used with Driftrock to power Performance Goals for Lead Ads?

What is the Meta Conversion API (CAPI)?

The Conversions API facilitates the connection of an advertiser's marketing data (website events, app events, offline conversions) from various sources (server, website platform, mobile app, CRM) to Meta systems, for example, you can send purchases made and recorded offline into the Meta system, and allow your campaigns to optimise towards this metric. This connection helps optimize ad targeting, reduce cost per result, and measure more meaningful outcomes of your marketing campaigns.

What are Performance Goals for Lead Ads?

Performance Goals for Lead Ads allow you to set a performance goal which focuses on improving the quality of your leads. For example, if you upload purchase data to your ad account via the Meta Conversions API, your campaigns will optimise towards driving leads from individuals who are more likely to make a purchase, rather than simply optimising to driving the lowest possible cost per lead. In short, your campaigns would be focusing on lead quality, not lead volume.

What role does Driftrock play?

With the Driftrock platform, you can leverage the power of our conversion measurement and lead validation tools to send data to the Meta Conversions API in real time, helping your campaigns optimize towards purchases and other key conversion actions in real time.

What kind of conversion events should I be sending to the Meta Conversion API via Driftrock?

Your goal should be to build a funnel of actions which go beyond simple lead collection, with a greater amount of data helping give Meta more signals with which to optimise your campaigns. As an example, an automotive brand may want to try and use the below conversion events:

Raw completed leads (This is anyone who has completed a lead through your form)

Valid leads (Validated using Driftrock validation tools)

Offer quote requested

Test drive booked

Purchase complete

By sending events such as the above to Meta, your lead generation campaigns can focus on finding people in your audience who are more likely to make those actions, resulting in an improved ROI from your campaigns.

What steps do I need to take to get started?

Step 1) Connect your Facebook Ad Account to Driftrock

Step 2) Enable lead validation in Driftrock, letting you validate leads based on email, phone number and address quality

Step 3) Select your Ad Account and enter your Facebook Pixel ID in the Driftrock lead validation tool

Step 4) When you create a new capture, your raw and validated leads will automatically be sent back to Meta using the Meta Conversions API

Step 5) Upload or send your offline conversion data to Driftrock in the 'Conversion Tracking' settings, for example, this could be a database of purchases

Step 6) Once you have received leads through your captures, and can see these leads being sent to Meta in your destinations, log into Facebook Ads and check that these conversion events are visible on your events overview

Step 7) Head to Settings and follow the steps to connect your CRM for conversion leads, selecting the events that you are sending to the Meta Conversions API via Driftrock

Step 8) Once you have 7 days of data, you'll be able to configure your sales funnel, defining positive stages which contribute towards someone completing a conversion

Step 9) Define the order of your Sales Funnel, defining which positive stages are closet to purchase or conversion (we've used valid lead as our strongest conversion stage in this example)

Step 10) Select which stage(s) you want to be your campaign optimisation target

Step 11) Meta will now undertake funnel analysis as you continue to send data, ensuring that individuals are moving through each stage of the funnel and progressing to purchase

Step 12) Whilst the analysis is ongoing, at the ad set level you can change your Performance goal from 'Maximise number of leads' to 'Maximise number of conversion leads'. Your campaign will now optimise towards the conversion stage you defined in Step 10

Performance will improve as you send more data signals to Meta via the Conversions API, so consider all the possible touchpoints in a users journey, and continue to track your results and evaluate how you may be able to improve performance