When you use the Conversions API to send website events, it may help you:

Improve connectivity to reduce cost per result: Data from the Conversions API is less affected than the Meta pixel by browser loading errors, connectivity issues and ad blockers. When you use the Conversions API alongside the pixel, it creates a more reliable connection that helps the ad delivery system decrease your cost per result.

Optimize ads for actions that happen later in the customer journey: Examples of these events include actions that happen after a purchase (such as subscriptions), actions that happen in shops and even customer scores. This information helps the system show your ads to customers who are more likely to generate value for your business.

Improve measurement :The Conversions API can help you better measure ad performance and attribution across the customer journey, from discovery to conversion. This helps you better understand how digital advertising affects both online and offline results.

Increase event matching to reduce cost per result: Matched events are events that can be attributed to accounts on advertizing platforms. They help you deliver ads to people who are more likely to take the action that you care about and attribute those actions back to your ads. With the Conversions API, you can include additional customer information parameters that help increase matched events and your event match quality. Learn how to view and how to improve your event match quality.