The following Conversions API best practices can help improve your ad performance on the Advertising Platform by lowering your cost per action.

To get the most out of your Advertising Platform ads, we recommend using these Conversions API best practices the first time you or your developer set it up. If you've already set up the Conversions API, we recommend considering these best practices to improve your existing setup.

Redundant setups:
Use the Conversions API in addition to the Advertising Platform pixel, and share the same events using both tools. Events shared through the pixel should also be shared through the Conversions API. We call this a redundant event setup. For example, if you share the purchase, initiate checkout, and contact events using the pixel, share those same web events from your server using the Conversions API. Redundant setups are useful because the Conversions API allows you to share website events that the pixel may lose. For example, due to network connectivity issues or page loading errors.

Deduplicate redundant events. If you connect website activity using both the pixel and Conversions API, as recommended, we may receive the same events from the browser and the server. If we know that the events are the same and therefore redundant, we can keep one and discard the rest. This process is called deduplication. To avoid double reporting, deduplicate your events by including specific parameters that indicate if an event is a duplicate or not.

Event match quality
Aim for an event match quality rating of Good or Great. Event match quality is a rating of Poor, OK, Good, or Great. Better event match quality means that events are more likely to match to an Advertising Platform account, which can help you see more conversions and lower your cost per result.

Include parameters to improve your event match quality in Advertising Platform Events Manager. To achieve a better event match quality rating, you can:

Increase coverage of customer information parameters. The more events that have customer information parameters, and the more customer information parameters each event has, the more likely an event will be matched.

Note: Ensure that you have obtained the proper lawful permissions and any necessary consent before you share any information with a third party. We provide general information and links to helpful industry resources in our Consent guide, but ultimately, you'll need to work with your legal counsel to develop your data sharing compliance plan.
Prioritize the customer information parameters that are most likely to improve event match quality, where possible. The audience that you want to show ads to is a factor in which parameters are most effective.

However, there's a general level of priority for each parameter.

Other best practices
Share your events in real time or as close to real time as possible. The sooner you share events with the Advertising Platform, the better the ad delivery system can evaluate how likely a person is to take your desired action after seeing your ad.

Expand your integration by connecting more pixels and sharing more events when applicable. If you have pixels that aren't currently connected to an Advertising Platform Conversions API integration, doing so can help improve your ad performance. Also, if you have events that you share using only the pixel, you may benefit from also sharing them using the Conversions API. Connecting more pixels to the Conversions API and sharing more events means that you have more data to optimize your ads.

After you've set up the Conversions API, continue to monitor your connection regularly. Regularly monitoring your event data helps you make sure that your setup is working and find opportunities to improve your setup for better ad performance.