Privacy regulations are reshaping digital advertising. Google's Privacy Sandbox will soon let Chrome users block third-party cookies, similar to Apple's App Tracking Transparency (ATT). Considering that in 2023, a mere 30% of iOS users opted to share their data, you can anticipate a substantial decrease in cookie data for personalization.
As privacy regulations become increasingly strict, Conversion APIs become more crucial. These APIs give marketers a comprehensive picture of their audience to help them create effective, targeted campaigns across online and offline platforms.
So, what exactly are Conversion APIs?
Conversion APIs, CAPIs, or server-side APIs send first-party event data directly from your server to third-party advertising platforms. Since they work on the server side, they gather all the data from the internal servers running your website or app. This means you can skip over client-side headaches like web pixels, browser settings, and cookie restrictions.
Conversion APIs can transmit various types of first-party data, including user behavior and conversion events—such as purchases and subscriptions—from web, app, and offline sources. This makes them especially attractive in light of growing privacy restrictions in the advertising space. These APIs offer a way to maintain data accuracy and campaign effectiveness despite the limitations imposed by new privacy regulations.
Recognizing this shift, major advertising platforms such as Meta, Snapchat, TikTok, and X have developed and launched their own Conversion API solutions.
Why are Conversion APIs essential for your omnichannel strategy?
Conversion APIs work in tandem with standard tracking methods to provide marketers with real-time, reliable conversion and user data, enabling data-driven decisions and optimized ad campaigns.
With conversion APIs, you can maximize the use of your:
- First-party data:
Unlike pixels, which send data through a user's browser and can be blocked, or postbacks, which rely on Advertising IDs (ADID) that are becoming less reliable due to privacy changes, Conversion APIs collect information directly from your servers. They gather valuable data points like click IDs, hashed emails, and hashed phone numbers, offering a broader range of parameters for better data matching and accurate measurement.
- Omnichannel data:
Conversion APIs can send data from various sources, including apps, websites, PCs, consoles, connected TVs, and even offline interactions like in-store purchases. This allows you to:- Optimize campaigns using data from all online and offline environments where your services operate.
- Measure campaign performance more accurately across multiple channels.
- Plan future operations based on a complete picture of user interactions.
For example, Nexon achieved success in PC and console gaming with "The First Descendant" by using Conversion APIs through Airbridge for their user acquisition (UA) campaign. This allowed Nexon's UA Team to directly send in-game conversion events to advertising platforms like Meta and X. By integrating Conversion APIs with web pixels on landing pages, Nexon enhanced their cross-platform campaign, ultimately resulting in an increase in Return on Ad Spend (ROAS).
📚 See how Airbridge powers Nexon to drive performance marketing for PC and console games
Connect Conversion APIs through Airbridge
Stay updated with the latest Conversion APIs from advertising platforms. Airbridge integrates with major players like Meta, Snapchat, TikTok, X, and soon Google. With Airbridge, you can manage multiple APIs and monitor performance metrics from one single dashboard, simplifying data analysis and campaign optimization.
Contact the Airbridge Team today to discover how you can use Conversion APIs to boost your omnichannel marketing strategy.
