Capturing data is evolving, including the type of data that we can collect. In fact, many social media platforms have changed their own conversion APIs to the point that web pixels and cookies can really no longer collect that data.

So how do you stay up with the times, especially in the ever-changing landscape of consumer privacy and the general data ecosystem?

With so many new hurdles to sort your way through, such as browser restrictions and ad blockers, you need new ways of capturing and sharing the data that allows your business to thrive. Luckily, there are many new and innovative ways in which you can use conversion APIs to enhance your own data warehouse—especially when you combine it with Reverse ETL.

What is a Conversion API?

If you are looking at using conversion API for your business and data warehouse, then it is important to understand what it does and why it actually matters. In today’s digital advertising landscape, every ad platform will essentially provide you with some type of code or web pixel that enables you to capture data and have it sent to your warehouse.

This not only helps you create better ads in the future but also creates detailed customer audiences and remarketing strategies. But since many major browsers now actually prohibit third-party cookies and numerous people are using ad-blockers, you need to find a different way to capture this data. In fact, the unreliability of web pixels and cookies went to such an extreme that Facebook had to actually issue an apology because their reportings for web conversion were underreported by over 15%!

This is where conversion APIs come in. They are really similar to a web pixel but better because the data they collect is shared on the server-side of things, allowing you to manage it directly. This way of tracking conversions also enables you with more flexibility and diversity in how you capture data.

Conversion APIs are evolved enough to actually get you data from both online conversions and at literally any stage in a customer journey. With fewer network issues to deal with, they are also way more reliable and accurate. At the end of the day, you want your data to be reliable, trustworthy, and honest. Conversion API is your best shot in the current data environment to do just that.

How is it Different from Pixels?

If conversion APIs essentially capture the same information as pixels, what is the actual difference? The main factor really comes down to the actual data. Web pixels are actually really limited in how they can capture and share data that is not directly owned by you. They are fueled by cookies and tracking from a third-0party that makes it hard to get sent back to your data warehouse and use in a productive way.

Conversion APIs are different because they are not reliant on third parties. In fact, they use first-party data through your own internal servers. They are not limited by anyone’s browser settings or cookies, and there are no limitations on data you can send or collect when triggered by server events.

How to Utilize Conversion APIs

So how do you get conversion APIs into your own data ecosystem? While there is going to be a time-consuming period of actually having to engineer it all, it is not hard to do with the right architecture and implementation.

Largely, you will want to rely on your data warehouse to help with this. Storing your conversion events in your own data warehouse allows you to reap the full spectrum of benefits that conversion APIs are designed to bring you.

For example, if your data engineering team wants to use data for a report, they can set up key trigger events that capture data around purchases, subscriptions, or newsletters. They can then use this information to drive their own business decisions and strategies.

Using your data warehouse will also ensure you get the 360-degree view of your data that conversion API is designed to provide. The warehouse is able to also store conversions that your web pixels were not able to capture, such as purchases not made online and even post-purshse events like product returns.

Success Stories

There is one success story in particular that we want to highlight. A company known as Imperfect Foods was able to actually reduce their CAC significantly once implementing conversion API. Since they got this going and relied on their server to track the data, their reactivations equally grow by over 50%. The stats do not lie. Imagine the success you can experience with a similar data ecosystem.

Conclusion

Conversion API is the way of the future. They will help you revolutionize the way you use your data warehouse. They will also help you integrate data into your organization in the most helpful and beneficial way!