{"id":265,"date":"2021-05-20T19:44:00","date_gmt":"2021-05-20T19:44:00","guid":{"rendered":"https:\/\/cpvlab.pro\/blog\/?p=265"},"modified":"2025-04-11T10:46:01","modified_gmt":"2025-04-11T10:46:01","slug":"ios14-and-the-facebook-conversion-api-capi","status":"publish","type":"post","link":"https:\/\/cpvlab.pro\/blog\/facebook\/ios14-and-the-facebook-conversion-api-capi\/","title":{"rendered":"4 Key facts that you need to know about the iOS14 update and the Facebook Conversion API (CAPI)"},"content":{"rendered":"\n<p>After Apple launched the latest iOS14.5 update, difficulties began to appear for all the marketers running ads, especially for the ones running Facebook campaigns. <\/p>\n\n\n\n<p>But from the start I want to state that tracking with CPV Lab Pro is not at all affected by the new changes done by this privacy update from Apple.<\/p>\n\n\n\n<p>I will highlight here what are the 4 key facts you need to know about the iOS14 update and where is Facebook CAPI useful in this situation.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">1. <strong>How does the iOS14 update affect your ads?<\/strong><\/h2>\n\n\n\n<p>All the advertisers out there like to measure the effectiveness of their ads by checking the user behavior before purchasing a product. And this is done by tracking that user activity and afterwards showing him specific ads based on his interests, etc.<\/p>\n\n\n\n<p>With the latest i<strong>OS 14<\/strong> update, users receive a prompt that asks them if they want an app tracked before they install it. <\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/cpvlab.pro\/blog\/wp-content\/uploads\/2021\/05\/ios-14-prompt-tracking-permission.jpg\" alt=\"\" class=\"wp-image-274\" width=\"315\" height=\"271\" srcset=\"https:\/\/cpvlab.pro\/blog\/wp-content\/uploads\/2021\/05\/ios-14-prompt-tracking-permission.jpg 837w, https:\/\/cpvlab.pro\/blog\/wp-content\/uploads\/2021\/05\/ios-14-prompt-tracking-permission-300x258.jpg 300w, https:\/\/cpvlab.pro\/blog\/wp-content\/uploads\/2021\/05\/ios-14-prompt-tracking-permission-768x661.jpg 768w\" sizes=\"(max-width: 315px) 100vw, 315px\" \/><\/figure>\n\n\n\n<p>So, starting with the release of iOS14 (and afterwards, iOS14.5), Apple requires that all apps in the App Store show a discouraging prompt to users devices (in accordance with their AppTracking Transparency framework). <\/p>\n\n\n\n<p>On previous iOS versions, users could block access to IDFA for all apps from their iPhone\u2019s settings menu ( including Apple\u2019s apps). But <strong>access was granted by default<\/strong> to track IDFA.<\/p>\n\n\n\n<p><strong>IDFA <\/strong>comes from &#8220;ID for Advertiser&#8221; and it <strong>is an unique ID to identify each iPhone device<\/strong> to advertisers. It is used when showing ads on mobile apps. <\/p>\n\n\n\n<p>This was changed with the new iOS 14.5 update when users are required to give their explicit permission to access their IDFA. So, unless a user decides otherwise, IDFA will not be available for advertisers.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>And how is this affecting Facebook campaigns?<\/strong><\/h4>\n\n\n\n<p>Facebook is using IDFA to connect the ads with the sales.<\/p>\n\n\n\n<p>More exactly, it works like this:  <\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Facebook shows you an ad for something (a new fitness program, a game, etc) in your mobile app <\/li><li>you click the ad and Facebook will save your IDFA somewhere. <\/li><li>Afterwards, when you install that new fitness application, Facebook will say it was coming from the ad they displayed. <strong>Connect ad with sale<\/strong>.<\/li><\/ul>\n\n\n\n<p>But, if you will opt out of tracking, Facebook can&#8217;t collect the IDFA, so, they can&#8217;t track the conversion back on their servers.<\/p>\n\n\n\n<p>Conclusion: <strong>If users select that they don\u2019t want to be tracked anymore, Facebook won\u2019t be able to track conversions efficiently.&nbsp;<\/strong><\/p>\n\n\n\n<p>Also, <strong>audience targeting will be influenced and you won\u2019t be able to keep your audience consistency<\/strong>. Due to all these changes, you will notice that the return of ad spent will probably decrease in the following period.<\/p>\n\n\n\n<p>What is sure, is that the new <strong>iOS 14 update had a big impact on the reporting and processing of conversions registered with the Facebook Pixel<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">2. <strong>What is Facebook Conversion API (or CAPI) and why does it matter?<\/strong><\/h2>\n\n\n\n<p>In case you\u2019ve been living under a rock, <strong>Conversions API (CAPI)<\/strong> is a new version of what Facebook used to call Server Side API (SSAPI). <\/p>\n\n\n\n<p>It&#8217;s a Facebook Business tool that allows you<strong> to send web data from your servers directly to Facebook and process conversion events<\/strong>. <\/p>\n\n\n\n<p>Basically, it helps you improve performance and conversion events of your Facebook ad campaigns. <strong>You link your pixel to the servers and process your conversion events through it.<\/strong><\/p>\n\n\n\n<p>Now (more so in the iOS 14.5 era) knowing how to use Facebook CAPI can help you keep your campaigns up and running and reduce the effect of Apple&#8217;s latest updates.<\/p>\n\n\n\n<p><strong>Through Facebook CAPI you can send data through your server straight into Facebook\u2019s ad platform, and so you can collect data to optimize your campaigns even if a user blocks cookie tracking<\/strong>.<\/p>\n\n\n\n<p>To use Facebook Conversion API you still need to have Facebook Pixel installed on your server + a developer to write the code to integrate with the CAPI.<\/p>\n\n\n\n<p><em>The easiest way to do this is by using a <a href=\"https:\/\/cpvlab.pro\/?utm_source=blog20210520\" target=\"_blank\" rel=\"noreferrer noopener\">3rd party tracking system<\/a>, track your campaigns and then send back data to Facebook through Facebook CAPI from within the tracker<\/em>, <span style=\"color:#5e56e9\" class=\"has-inline-color\">like CPV Lab Pro<\/span>.<\/p>\n\n\n\n<p>The main differences between using just the Pixel and collecting data through the Conversion API are shown below.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Here\u2019s a short comparison between the Facebook Pixel and Facebook CAPI:<\/strong><\/h4>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>Facebook Pixel<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\"><strong>Facebook CAPI<\/strong><\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">Doesn\u2019t comply with privacy updates<br>Provides inaccurate attribution and conversion data<br>Gets blocked by ad blockers<\/td><td class=\"has-text-align-center\" data-align=\"center\">Ready for cookieless updates<br>Better accuracy for conversions<br>Better attribution<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">3. <strong>How does it work?<\/strong><\/h2>\n\n\n\n<p>The user takes an action on your website and that information is tracked.<\/p>\n\n\n\n<p>Then, through the Facebook CAPI the data about the user activity is sent back to Facebook and you have more accurate information in your Facebook reports.<\/p>\n\n\n\n<p><strong>Facebook CAPI allows the website server to track the users as they take an action on the website and send the data back to Facebook<\/strong> <strong>servers<\/strong>. <\/p>\n\n\n\n<p>If until now the pixel was triggered at a browser level, now, with CAPI, Facebook sends a unique ID to the server every time a user clicks on an ad and lands on your website.<\/p>\n\n\n\n<p>So, Facebook will gather information via the ID, like:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>which pages does the visitor check out on your website,<\/li><li>if they add something to the cart<\/li><li>if they complete a purchase <\/li><li>and so on<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">4. <strong>What do you have to do?<\/strong><\/h2>\n\n\n\n<ol class=\"wp-block-list\"><li><strong>Verify your domain <\/strong>(there are more options available: verify via DNS verification, HTML file upload or Meta-tag verification); <\/li><\/ol>\n\n\n\n<ul class=\"wp-block-list\"><li>You need to go to&nbsp;Business Settings \u2013 Brand Safety \u2013 Domains \u2013 Add Domain.<\/li><li>Here are more details: <a href=\"https:\/\/developers.facebook.com\/docs\/sharing\/domain-verification\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/developers.facebook.com\/docs\/sharing\/domain-verification<\/a><\/li><\/ul>\n\n\n\n<p>2. <strong>Prioritize your conversion events in Facebook Business Manager <\/strong>(because if users opt-out phone tracking, Facebook can only track one conversion event, so choose wisely what is more important for you to track).<\/p>\n\n\n\n<p>More details for developers are available <a href=\"https:\/\/developers.facebook.com\/videos\/2020\/conversion-api-capi-overview\/\" target=\"_blank\" rel=\"noreferrer noopener\">here<\/a>.<\/p>\n\n\n\n<p><strong>We hope this helped you understand the topic better. Keep your eyes on <\/strong><a href=\"https:\/\/cpvlab.pro\/blog\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>our blog<\/strong><\/a><strong>, we have details about<mark style=\"background-color:rgba(0, 0, 0, 0);color:#5e56e9\" class=\"has-inline-color\"> <a href=\"https:\/\/cpvlab.pro\/blog\/2021\/06\/11\/optimizing-campaigns-with-a-tracker-and-facebook-capi\/\" target=\"_blank\" rel=\"noreferrer noopener\">Facebook CAPI integration with CPV Lab PRO<\/a><\/mark> coming soon!<\/strong><\/p>\n\n\n\n<input type=\"hidden\" id=\"hidLocation\" value=\"https:\/\/af.cpvlab.pro\/\">\n<script>var clpconfig = { \"clcsr\" : \"1\", };<\/script>\n<script type=\"text\/javascript\" src=\"https:\/\/af.cpvlab.pro\/landing.js\"><\/script>\n<script type=\"text\/javascript\">checkdirect(36,8)<\/script>\n","protected":false},"excerpt":{"rendered":"<p>After Apple launched the latest iOS14.5 update, difficulties began to appear for all the marketers running ads, especially for the ones running Facebook campaigns. But from the start I want to state that tracking with CPV Lab Pro is not at all affected by the new changes done by this privacy update from Apple. I&#8230;<\/p>\n","protected":false},"author":1,"featured_media":557,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4,7,19,21],"tags":[25,24,27,22,23,28,26],"class_list":["post-265","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-affiliate","category-tracking","category-cpv-lab-pro","category-facebook","tag-capi","tag-facebook-capi","tag-facebook-conversion-api","tag-ios14","tag-ios14-5","tag-tracking-facebook","tag-tracking-facebook-conversions"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>4 Key facts that you need to know about the iOS14 update and the Facebook Conversion API (CAPI) - CPV Tracker Blog<\/title>\n<meta name=\"description\" content=\"Important facts about the impact of iOS14 update and how to use Facebook Conversion API (CAPI) to minimize the effects for your campaigns.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/cpvlab.pro\/blog\/facebook\/ios14-and-the-facebook-conversion-api-capi\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"4 Key facts that you need to know about the iOS14 update and the Facebook Conversion API (CAPI) - 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