Census Use Case

Improve event match quality on Facebook in 2 steps

Learn how to enrich your conversion signals with first-party data to maximize your event match quality, and ultimately, your Facebook ROAS.


Joining user information to conversion events for Facebook CAPI is a critical step to understanding the customer journey and optimizing your marketing efforts. And by joining user information from page views to conversion events, you can gain valuable insights into how users interact with your website and how they convert.

The Facebook Conversions API (CAPI), formerly known as the Server-Side API,  is a powerful tool for marketers to send better signals to Facebook. It’s designed to help businesses deliver personalized advertising experiences to customers and audiences. Plus, the CAPI enables better security because you no longer have to rely on browser-based tools like cookies.

Some of the benefits of using the Facebook CAPI include:

  • Accurate data sharing. Sharing data through Conversions API is more accurate than any other method in the mid-funnel and lower funnel because businesses don’t have to worry about any data getting lost due to browser crashes or ad blockers.
  • Data control. Conversions API gives businesses control over what data they share. This means businesses can implement Conversions API in addition to Pixel and decide what to share and when to share it. By contrast, Pixel sends all events in real time.

Using a Data Activation platform like Census, you can sync first-party data such as CRM data, user attributes, and lower funnel events to your Facebook CAPI. This helps enrich conversion events and provide a 360° profile of your customer.

You can also identify areas of improvement, such as which pages are most effective at driving conversions, and which pages are not. You can then use this data to create more targeted campaigns and better understand the customer journey.

Use Case

With Customer 360 data, marketers can track and measure the performance of their campaigns more accurately and efficiently, enabling you to optimize campaigns for better results and better ROI.

Now, you can send web events directly to Facebook from your warehouse, exactly as if they were pixel events using the Facebook Conversions API. Start improving event match quality in just two steps:

  1. Choose or create a conversion event in Facebook; Collect the Pixel ID. In the events manager, you can view all your ad account's pixels and existing events. If a custom event doesn't exist already, Census will create it for you.
  2. Create a sync. In your SQL model, dbt model, or table -- ensure that you have all required fields for your conversion sync, and any user identifiers so that Facebook can perform ad attribution. Facebook Conversion syncs require the following fields:
  • Event ID
  • Minimum Event Parameters
  • Customer Information Parameters

Facebook attributes conversions back to ad campaigns by identifying the users that saw or interacted with ad content. To do so, they accept the following user identifiers and will attempt to match each conversion to a facebook user.

Sending more identifiers will improve match rates.

For a more complete description of each identifier, please see Facebook's API documentation. When Facebook requires a field's value to be hashed, you may choose to use a pre-hashed value (if you have one), or for Census to perform the hashing for you.

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