#everything-marketing
Thread
I'm a tad confused.
What is the difference between the Facebook Conversion API (CAPI) VS sending offline conversions to Facebook via say a Zapier extension?
Any harm in doing both?
We exclusively have offline conversions (have to talk to a sales rep to buy). Currently our offline conversions is only matching 10% of deals. I'm hoping CAPI can fix this.
if you can dedupe with a unique identifier for each sale and don’t care about losing the mid-funnel conversion event data, then no harm in doing both. if you have to pick one go CAPI as a server to server connection is preferable.
the benefit of doing both will be improving your match rate, better ad-level attribution (important given that FB explicitly says the offline events won’t help with optimizing ad delivery), and custom & LAL audience generation using the CAPI event data
If offline events won’t help with ad delivery, it’s only to better visualize ROAS?
yeah at ad level unfortunately. i was surprised to find this out but it’s right in FBs docs. see 3rd para
Ugh. I’ll set up both then. How does it make you loose mid funnel conversion data?
also don’t use the Offline CAPI as it’s supposedly being deprecated next yr - CAPI only but with offline events
This product naming is such a mess. Offline conversion, offline CAPI, CAPI but only offline
if you’re sending Zaps i mean to recover anything lost by pixel or CAPI… there won’t be mid funnel stuff with that
yeah. as a friend used to say “they literally could not make the experience worse”
Oh, I see. Final question, to dedup, I can upload an order number (or other unique Id) into CAPI and offline conversions?
yeah
only way to do it afaik
some unique id
Got it! Thank you so much for the help!
you got it