How does this work & what are the benefits?
Passing Cometly's high quality data back to the Meta ads platform has many benefits.
Video below sourced from: Cometly 101: How it works
How is Cometly's Conversion API different than other Conversion APIs?
Cometly's conversion API enhances visitor tracking by creating a comprehensive profile for each visitor to your site.
Unlike other conversion APIs, which only transmit data available at the time of an event, Cometly's system stores and continuously updates information on each visitor profile.
Consequently, whenever an event occurs, our API consults these detailed profiles stored on our server. This approach ensures the transmission of the most complete and up-to-date information possible for every event, maximizing the event match quality which yields better ad optimization & ad platform AI learning.
How to configure the Cometly Meta conversion API
1. Navigate to your Cometly 'Events Manager'
2. Next, go to the 'Conversion API' page
3. Configure your desired settings
4. Click 'Save'
Send only attributed events (Recommended):
If you select this option, Cometly will only send back conversion events to Meta that we've attributed to a specific ad from the Meta platform.
With this option Cometly will send back fewer events but the match quality score inside Meta events manager will be much higher.
Send all events:
If you select this option, Cometly will send back ALL conversion events to Meta, even if the event hasn't been attributed to a specific ad on the Meta platform.
With this option, Cometly will send back ALL of your events, but the match quality score inside Meta will be lower because we do not have certain parameters such as fbc (Facebook click id), fbp (Facebook browser id), etc.
Result
When configured with 'Send attributed events' you will experience a higher event match quality score inside Meta because Cometly is passing through high quality data as shown below.
Important considerations
Considerations for using Cometly's Meta Conversion API:
You can only use ONE conversion API with Meta. If you want to use Cometly's Meta conversion API, you need to ensure you DO NOT have any other conversion API's enabled.
Cometly's Meta conversion API will NOT send page view events. You need to ensure you have your Meta pixel in the <head> across all pages of your site so the Meta pixel will track browser page view events.
When the Cometly Meta conversion API is enabled, Cometly will automatically send any tracked events back to the pixel associated to the ad that we tracked the event to.
Example Best Setup:
Meta pixel in the <head> of all pages of your site sending page view events to Meta.
Cometly sending all other events back to Meta's server for your pixel.