As privacy legislation and cookies policies face changes, businesses may start to experience some hiccups with Facebook’s pixel tracking. To prevent disruption, the platform is introducing a new Conversions API to pull data directly from your server into Ads Manager.
The tool is built to target, optimize, and measure Facebook campaigns, as pixel loses some effectiveness. What’s key is that the API will pull from your server, not your browser, establishing a more reliable data connection.
Business owners will have added control over the data that’s shared, and how it’s shared. It’s also designed to be less susceptible to crashes or connectivity issues.