{"id":31301,"date":"2022-12-01T11:10:01","date_gmt":"2022-12-01T10:10:01","guid":{"rendered":"https:\/\/madwise.si\/blog\/?p=31301"},"modified":"2022-12-01T15:38:04","modified_gmt":"2022-12-01T14:38:04","slug":"facebook-conversions-api","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/facebook-conversions-api\/","title":{"rendered":"Facebook Conversions API \u2013 funkcionalnost za izbolj\u0161anje uspe\u0161nosti kampanj"},"content":{"rendered":"\n<p>Za spremljanje uspe\u0161nosti kampanj, merjenje konverzij in rabo konverzijskih ali katalo\u0161kih kampanj smo se ogla\u0161evalci dolgo zana\u0161ali samo na Meta Pixel. V zadnjih letih pa njegova zanesljivost postaja vedno slab\u0161a, sploh z zana\u0161anjem na merjenje uporabni\u0161ke aktivnosti zgolj prek brskalnika. Njegovo zmo\u017enost po\u0161iljanja podatkov Facebooku namre\u010d motijo \u200b\u200bzaviralci pi\u0161kotkov, napake pri nalaganju strani in te\u017eave z internetno povezavo. Facebook je zato uvedel Facebook Conversions API \u2013 spremembe, ki so pri\u0161le z GDPR predpisi in iOS 14.5, posodobitvami, pa so <strong>nujnost njegove uvedbe \u0161e okrepile<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Kaj je Facebook Conversions API?<\/strong><\/h2>\n\n\n\n<p>Facebook Conversions API je vmesnik (API), ki po\u0161ilja podatke o aktivnostih uporabnikov prek stre\u017enika spletnega mesta neposredno z uporabnikovega na Meta stre\u017enik; za razliko od Meta Pixla, ki se za zbiranje podatkov \u2013 online in offline dogodkov ter dejanj uporabnikov \u2013 zana\u0161a na pi\u0161kotke.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"541\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2022\/12\/FB-conv-api_delovanje-1024x541.jpg\" alt=\"\" class=\"wp-image-31302\" srcset=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2022\/12\/FB-conv-api_delovanje-1024x541.jpg 1024w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2022\/12\/FB-conv-api_delovanje-300x159.jpg 300w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2022\/12\/FB-conv-api_delovanje-768x406.jpg 768w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2022\/12\/FB-conv-api_delovanje-1536x812.jpg 1536w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2022\/12\/FB-conv-api_delovanje-1568x829.jpg 1568w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2022\/12\/FB-conv-api_delovanje.jpg 1858w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Zbiranje podatkov s pomo\u010djo Facebook Conversions API-ja<\/figcaption><\/figure>\n\n\n\n<p>V praksi to pomeni, da Facebook Conversions API posreduje podatke o interakciji uporabnikov s spletno stranjo neposredno Meta Events Managerju in <strong>zaobide omejitve s pi\u0161kotki<\/strong>. \u010ce pa podatek o akciji uporabnika pride v platformo tako prek stre\u017enika kot brskalnika, se podvojena informacija \u201cdeduplicira\u201d \u2013 na ta na\u010din se prepre\u010di podatkovno inflacijo. S pomo\u010djo Facebook Conversions API-ja tako lahko spremljate, kako se obna\u0161ajo uporabniki, ki so na va\u0161o spletno stran pri\u0161li prek Facebook oglasov.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Zakaj implementirati Conversions API?<\/strong><strong>&nbsp;<\/strong><\/h3>\n\n\n\n<p>Zaviralci oglasov, VPN-ji in druga maskirna orodja<em> (angl. ad blockers) <\/em>so prispevali k <strong>zmanj\u0161ani u\u010dinkovitosti Meta Pixla<\/strong> \u2013 zlasti po <a href=\"https:\/\/www.facebook.com\/business\/apple-ios-14-speak-up-for-small-business\/impact-on-ads-marketing\" target=\"_blank\" rel=\"noreferrer noopener\">posodobitvi sistema iOS 14<\/a> \u2013 zato je zbiranje podatkov o aktivnostih uporabnikov na Apple mobilnih napravah \u0161e posebej ote\u017eeno. To pomeni, da vam bo Meta Pixel podal veliko manj informacij o tem, kako uporabniki Apple mobilnih naprav komunicirajo z va\u0161o spletno stranjo.<\/p>\n\n\n\n<p>Zato je priporo\u010dljivo, da skupaj z Meta Pixlom uporabljate tudi Facebook Conversions API. Na ta na\u010din boste izbolj\u0161ali sledenje interakcijam uporabnikov na spletnem mestu in zbrali tudi tiste podatke, ki bi bili izgubljeni v primeru, da bi se zana\u0161ali samo na dogodke in podatke, ki jih zbira Meta Pixel.<\/p>\n\n\n\n<p>Ko enkrat implementirate Facebook Conversions API, boste lahko sledili ve\u010dji koli\u010dini podatkov, ki bi jih prej zavirali pi\u0161kotki, kar vam bo dalo <strong>bolj\u0161i vpogled v uspe\u0161nost va\u0161ih Facebook kampanj<\/strong>. Ogla\u0161evalci, ki spremljajo podatke samo na podlagi Meta Pixla, imajo namre\u010d manj vpogleda v prodajo, prijave na e-novice, generiranje leadov in druge aktivnosti.&nbsp;<\/p>\n\n\n\n<p>Facebook Conversion API vam tako omogo\u010da, da vrednosti pove\u017eete z dogodki, ki niso na voljo prek standardnega Pixla. To pa lahko znatno izbolj\u0161a rezultate va\u0161ega <a href=\"https:\/\/madwise.si\/marketinske-storitve\/facebook-oglasevanje\/\" target=\"_blank\" rel=\"noreferrer noopener\">ogla\u0161evanja na Facebooku<\/a>, saj boste imeli natan\u010dnej\u0161i vpogled v podatke o aktivnostih uporabnikov, kot so:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>offline konverzije,<\/li>\n\n\n\n<li>telefonski klici,&nbsp;<\/li>\n\n\n\n<li>kaj so dodajali v ko\u0161arico,<\/li>\n\n\n\n<li>katere izdelke so odstranili iz ko\u0161arice,<\/li>\n\n\n\n<li>kdaj so se prijavili na e-novice,<\/li>\n\n\n\n<li>koliko \u010dasa pre\u017eivijo na spletnem mestu in podobno.<\/li>\n<\/ul>\n\n\n\n<p>Zbiranje teh podatkov vam bo tako dalo <strong>bolj\u0161i vpogled v nakupno pot<\/strong> obiskovalcev va\u0161e spletne strani. Ve\u010d podatkov kot imate o svojih kupcih, bolje lahko usmerite va\u0161 marketin\u0161ki budget, bolj to\u010dno targetirate svojo ciljno publiko in u\u010dinkoviteje optimizirate ogla\u0161evalski budget.&nbsp;&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Zakaj uporabljati Facebook Conversions API in Meta Pixel skupaj?<\/strong><\/h2>\n\n\n\n<p>Facebook Conversions API vam pomaga dobiti informacije, ki jih Meta Pixel ne more zaradi zaviralcev&nbsp; oglasov, posodobitev operacijskega sistema iOS&nbsp; in pi\u0161kotkov; to vklju\u010duje dogodke na spletnem mestu, offline dogodke in podatke iz CRM sistema. Prav tako vam Meta Pixel pomaga videti informacije, ki jih Facebook Conversions API ne more \u2013 na primer demografske, psihografske in druge vedenjske podatke s celotnega spleta.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Ali lahko zaradi uporabe obeh virov pride do podvajanja dogodkov?<\/strong><\/h3>\n\n\n\n<p>Ko obiskovalec na va\u0161em spletnem mestu izvede neko akcijo, informacije o tem zbirata dva razli\u010dna vira \u200b\u200b\u2013 va\u0161 stre\u017enik in uporabnikov brskalnik. Da bi se izognil podvajanju, Facebook vsaki\u010d, ko prejme dogodek stre\u017enika, preveri, ali obstaja ustrezen dogodek brskalnika <em>(angl. browser event)<\/em>.<\/p>\n\n\n\n<p>\u010ce je dogodek brskalnika blokiran \u2013 npr. \u010de zaviralci oglasov, VPN-ji in druga maskirna orodja brskalniku onemogo\u010dijo sledenje \u2013, bo Facebook namesto tega uporabil dogodek stre\u017enika. Po drugi strani pa bo Facebook v primeru, da prejme oba dogodka, dogodka dedupliciral in uporabil samo dogodek brskalnika (z drugimi besedami: odve\u010dni dogodek ne bo \u0161tel). V primeru, da je sledenje brskalniku onemogo\u010deno, pa bo Facebook namesto tega uporabil dogodek stre\u017enika.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.facebook.com\/business\/help\/823677331451951?id=1205376682832142\" target=\"_blank\" rel=\"noreferrer noopener\">Deduplikacija<\/a> (tj. odstranjevanje podvojenih dogodkov) \u200bsicer ni vedno potrebna, saj je <strong>vse odvisno od tega, kako nastavite svoje dogodke<\/strong> \u2013 na primer, \u010de na ravni brskalnika in stre\u017enika sledite razli\u010dnim dogodkom. \u010ce delite iste dogodke, potem boste \u017eeleli odstraniti tiste, ki se podvajajo. To lahko storite tako, da dodate dva parametra dogodkov, ki vam bosta pomagala ugotoviti, ali gre za iste dogodke. Ta dva parametra sta <em>ime dogodka<\/em> (na primer Purchase ali AddToCart) in <em>ID dogodka<\/em>.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Kako nastaviti Facebook Conversions API?<\/strong><\/h3>\n\n\n\n<p>Facebook Conversions API lahko nastavite na ve\u010d na\u010dinov:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Z nekaj programerskega znanja lahko Facebook Conversions API dodate na spletno stran z uporabo kode, ki jo najdete v Meta Events Managerju.<\/li>\n\n\n\n<li>Prek partnerskih integracij \u2013 \u010de uporabljate katero od znanih platform (Shopify, WooCommerce, Wix ipd.), lahko Facebook Conversion API dodate na svojo spletno stran z uporabo vti\u010dnika.&nbsp;<\/li>\n\n\n\n<li>Prek drugih partnerskih integracij \u2013 \u010de je va\u0161a spletna stran na eni od Facebookovih partnerskih platform, kot so Google Tag Manager, Tealium in druge, boste Facebook Conversions API morda lahko nastavili prek partnerske integracije.<\/li>\n\n\n\n<li>\u010ce \u017eelite imeti ve\u010dji nadzor nad samim postopkom integracije, lahko s pomo\u010djo razvijalca zgradite tudi neposredno integracijo s Facebook Conversions API-jem.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Optimizirajte svoj ogla\u0161evalski budget<\/strong><\/h2>\n\n\n\n<p>\u010ceprav smo ogla\u0161evalci na nenehne spremembe v digitalnem tr\u017eenju \u017ee dodobra navajeni, se lahko morebitna izguba mo\u017enosti sledenja brskalnikom zdi precej stra\u0161ljiva. Spremembe, ki so nastale po posodobitvi sistema iOS 14, so namre\u010d zmanj\u0161ale koli\u010dino podatkov, ki bi jih lahko zbrali o svojih uporabnikih.<\/p>\n\n\n\n<p>S pomo\u010djo orodja, kot je Facebook Conversions API, boste lahko zmanj\u0161ali izgubo podatkov zaradi omejitev trackanja zgolj na brskalnikih ter posledi\u010dno bolj smotrno upravljali s svojim marketin\u0161kim budgetom in <strong>dosegli vi\u0161ji ROAS kampanj<\/strong>. Pri tem pa vam svetujemo, da \u0161e naprej uporabljate Meta Pixel \u2013 ve\u010d podatkov o konverzijah, ki jih boste prejeli z uporabo obeh virov, vam bo namre\u010d pomagalo, da bo Facebookov algoritem za optimizacijo va\u0161ih oglasov \u0161e u\u010dinkovitej\u0161i.<\/p>\n\n\n\n<p>Da bo va\u0161 ogla\u0161evalski budget kar najbolj optimiziran, vam svetujemo, da <strong>pri\u010dnete z zbiranjem podatkov o aktivnostih va\u0161ih uporabnikov<\/strong> in si namestite Facebook Conversion API. \u010ce potrebujete pomo\u010d ali ve\u010d informacij o tem, kako pravilno namestiti Facebook Conversions API in kako se izogniti podvajanju podatkov, nam pi\u0161ite na&nbsp;rok.kragelj@madwise.si ali pa nas kontaktirajte prek <strong><a href=\"https:\/\/madwise.si\/zacnimo-projekt\/?utm_source=blog&amp;utm_medium=link&amp;utm_campaign=facebook_conversion_api\" target=\"_blank\" rel=\"noreferrer noopener\">obrazca za povpra\u0161evanje<\/a><\/strong>.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p>Viri:&nbsp;<\/p>\n\n\n\n<p>Madgicx. What\u2019s All the Fuss about Facebook Conversions API? Dostopno prek: https:\/\/madgicx.com\/blog\/facebook-conversions-api<\/p>\n\n\n\n<p>Meta. About deduplication for Meta pixel and Conversions API events. Dostopno prek: https:\/\/www.facebook.com\/business\/help\/823677331451951?id=1205376682832142<\/p>\n\n\n\n<p>Meta. How Apple&#8217;s changes may significantly limit your marketing efforts. Dostopno prek: https:\/\/www.facebook.com\/business\/apple-ios-14-speak-up-for-small-business\/impact-on-ads-marketing<\/p>\n\n\n\n<p>Meta. The Digital Detail: How Conversions API gets you closer to your customers. Dostopno prek: https:\/\/www.facebook.com\/business\/news\/how-conversions-api-gets-businesses-closer-to-customers<\/p>\n\n\n\n<p>WordStream. 7 Reasons to Start Using Facebook Conversions API (NOW) + How To Do It. Dostopno prek: https:\/\/www.wordstream.com\/blog\/ws\/2021\/10\/06\/facebook-conversions-api<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Zanesljivost Meta Pixla v zadnjih letih postaja vse slab\u0161a. Facebook je zato uvedel Facebook Conversions API, ki pomaga izbolj\u0161ati sledenje interakcijam uporabnikov na spletnem mestu, z njegovo pomo\u010djo pa lahko tudi bolj smotrno upravljate s svojim marketin\u0161kim budgetom in dose\u017eete vi\u0161ji ROAS kampanj.<\/p>\n","protected":false},"author":40,"featured_media":31306,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[33],"tags":[],"class_list":["post-31301","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-facebook-oglasevanje","entry"],"acf":{"izpostavljen_vodic_shortcode":"","drugi_del_vsebine":"","onemogoci_kazalo":false},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Facebook Conversions API<\/title>\n<meta name=\"description\" content=\"Facebook Conversions API je vmesnik, ki vam pomaga izbolj\u0161ati sledenje interakcijam uporabnikov na spletnem mestu in dose\u010di vi\u0161ji ROAS. 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