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Four Things Facebook Conversion API Tracks

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Four Things Facebook Conversion API Tracks

Businesses are constantly pouring revenue into advertising in an effort to connect with potential customers, close sales, and increase their bottom line.

However, this task is easier said than done. Businesses used to rely on the Facebook Pixel to track customer behavior, but cookies have been falling out of favor due to privacy concerns. The Facebook Conversion Application Programming Interface (API) allows you to track individuals throughout the customer journey without worrying about ad blockers, browser restrictions, and connection errors. What exactly is the Facebook Conversion API?

The Facebook Conversion API is a native Facebook tool that empowers your business by allowing you to share both web and offline events from your server directly to Facebook’s server. Formally known as the Facebook Server-Side API, Facebook Conversion API gives every individual who engages with your website or ad, a unique ID. This unique ID enables the server to track their behavior and send it back to Facebook Conversion API, where you can analyze valuable data. Some of these data points include links clicked, abandoned carts, subscriptions, products purchased, and more. This gives your teams a host of worthwhile benefits such as personalized campaigns, increased data control, improved data accuracy, faster load times, and more. Continue reading below to find out about four things Facebook Conversion API tracks below. 

Offline Events 

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Offline events help businesses gain a more complete picture of their customers and website visitors. You can track a wide array of offline events such as email conversions, app conversions, phone call conversions, in-store visits, chat conversions, system-generated conversions, system-generated conversions, and more. Facebook Conversion API gives you precise timestamps, transaction values, returned ad spend amounts, and more. You can also upload offline event data on a regular basis to minimize gaps in the reporting of significant data events. This empowers data teams by giving them the ability to identify trends, measure valuable metrics, and improve return on investment. 

Data Activation

Data activation is probably one of the most important aspects of the modern data stack. Facebook Conversion API provides reliable data, but if you wish to make it truly actionable and useful, you might want to take advantage of Reverse Extract, Transform, and Load (ETL) to accomplish this feat. Reverse ETL helps you integrate your data from Facebook Conversion API with internal databases, logistic databases, and Customer Relationship Management (CRM) tools such as Salesforce, Soho, and Insightly. Reverse ETL can help you achieve a 360-degree view of your customers and gain actionable insights your whole team can take advantage of. Reverse ETL increases data visibility and accessibility since all of your data is in one central location. Thanks to Reverse ETL, 

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Customer Journey 

The Facebook Conversion API tracks the entirety of the customer journey from the very click all the way through the checkout process. Your team can see important events such as product views, abandoned carts, related items clicked, purchases, newsletter signups, subscription changes, and more. These key events help you gain a deeper understanding of your customers, gain a good idea of what’s working and what’s not, and identify significant trends within the marketplace. Your teams within your organization can take advantage of this information and target customers, which increases the chances of closing a sale. You can also monitor exactly how customers are engaging with your content, see where you may have gone wrong, and tweak your website wherever it’s necessary to keep customers coming back for more. Combine this with the Facebook Pixel and you’ll be able to accomplish full-funnel visibility and be better prepared to drive customers towards a potential sale in the future. 

Ad Performance 

One of the most important things Facebook Conversion API tracks is ad performance. You can set specific parameters to measure your ads with and track valuable metrics, which show if a specific ad is connecting with your target audience. You can also look at your data through visual tools such as graphs and charts, which might help your team discover something new about your ads. Your marketing teams have the ability to see which groups are engaging most often with your ads such as demographics, geography, interest, behavior, and more. You can take this valuable information and create more personalized campaigns that could potentially foster a positive yet lucrative outcome for your business. Plus, this data allows business leaders to allocate more revenue towards the ads that are getting the most traction, which increases your bottom line. 

Conclusion

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Tracking customer behavior and ad performance are incredibly important for any data-driven business. Facebook Conversion API is becoming more popular, especially with the presence of ad blockers, browser restrictions, Virtual Private Networks (VPN), and privacy concerns. Facebook Conversion API is beneficial for businesses both large and small, and comes with a wide array of events tracked by the valuable tool. Some of these include offline events, data activation, the customer journey, and ad performance. All of four of these components are crucial to a business’ success and are great reasons for any business to take advantage of the Facebook Conversion API sooner than later. 


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TECHNOLOGY

Next-gen chips, Amazon Q, and speedy S3

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AWS re:Invent, which has been taking place from November 27 and runs to December 1, has had its usual plethora of announcements: a total of 21 at time of print.

Perhaps not surprisingly, given the huge potential impact of generative AI – ChatGPT officially turns one year old today – a lot of focus has been on the AI side for AWS’ announcements, including a major partnership inked with NVIDIA across infrastructure, software, and services.

Yet there has been plenty more announced at the Las Vegas jamboree besides. Here, CloudTech rounds up the best of the rest:

Next-generation chips

This was the other major AI-focused announcement at re:Invent: the launch of two new chips, AWS Graviton4 and AWS Trainium2, for training and running AI and machine learning (ML) models, among other customer workloads. Graviton4 shapes up against its predecessor with 30% better compute performance, 50% more cores and 75% more memory bandwidth, while Trainium2 delivers up to four times faster training than before and will be able to be deployed in EC2 UltraClusters of up to 100,000 chips.

The EC2 UltraClusters are designed to ‘deliver the highest performance, most energy efficient AI model training infrastructure in the cloud’, as AWS puts it. With it, customers will be able to train large language models in ‘a fraction of the time’, as well as double energy efficiency.

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As ever, AWS offers customers who are already utilising these tools. Databricks, Epic and SAP are among the companies cited as using the new AWS-designed chips.

Zero-ETL integrations

AWS announced new Amazon Aurora PostgreSQL, Amazon DynamoDB, and Amazon Relational Database Services (Amazon RDS) for MySQL integrations with Amazon Redshift, AWS’ cloud data warehouse. The zero-ETL integrations – eliminating the need to build ETL (extract, transform, load) data pipelines – make it easier to connect and analyse transactional data across various relational and non-relational databases in Amazon Redshift.

A simple example of how zero-ETL functions can be seen is in a hypothetical company which stores transactional data – time of transaction, items bought, where the transaction occurred – in a relational database, but use another analytics tool to analyse data in a non-relational database. To connect it all up, companies would previously have to construct ETL data pipelines which are a time and money sink.

The latest integrations “build on AWS’s zero-ETL foundation… so customers can quickly and easily connect all of their data, no matter where it lives,” the company said.

Amazon S3 Express One Zone

AWS announced the general availability of Amazon S3 Express One Zone, a new storage class purpose-built for customers’ most frequently-accessed data. Data access speed is up to 10 times faster and request costs up to 50% lower than standard S3. Companies can also opt to collocate their Amazon S3 Express One Zone data in the same availability zone as their compute resources.  

Companies and partners who are using Amazon S3 Express One Zone include ChaosSearch, Cloudera, and Pinterest.

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Amazon Q

A new product, and an interesting pivot, again with generative AI at its core. Amazon Q was announced as a ‘new type of generative AI-powered assistant’ which can be tailored to a customer’s business. “Customers can get fast, relevant answers to pressing questions, generate content, and take actions – all informed by a customer’s information repositories, code, and enterprise systems,” AWS added. The service also can assist companies building on AWS, as well as companies using AWS applications for business intelligence, contact centres, and supply chain management.

Customers cited as early adopters include Accenture, BMW and Wunderkind.

Want to learn more about cybersecurity and the cloud from industry leaders? Check out Cyber Security & Cloud Expo taking place in Amsterdam, California, and London. Explore other upcoming enterprise technology events and webinars powered by TechForge here.

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HCLTech and Cisco create collaborative hybrid workplaces

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Digital comms specialist Cisco and global tech firm HCLTech have teamed up to launch Meeting-Rooms-as-a-Service (MRaaS).

Available on a subscription model, this solution modernises legacy meeting rooms and enables users to join meetings from any meeting solution provider using Webex devices.

The MRaaS solution helps enterprises simplify the design, implementation and maintenance of integrated meeting rooms, enabling seamless collaboration for their globally distributed hybrid workforces.

Rakshit Ghura, senior VP and Global head of digital workplace services, HCLTech, said: “MRaaS combines our consulting and managed services expertise with Cisco’s proficiency in Webex devices to change the way employees conceptualise, organise and interact in a collaborative environment for a modern hybrid work model.

“The common vision of our partnership is to elevate the collaboration experience at work and drive productivity through modern meeting rooms.”

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Alexandra Zagury, VP of partner managed and as-a-Service Sales at Cisco, said: “Our partnership with HCLTech helps our clients transform their offices through cost-effective managed services that support the ongoing evolution of workspaces.

“As we reimagine the modern office, we are making it easier to support collaboration and productivity among workers, whether they are in the office or elsewhere.”

Cisco’s Webex collaboration devices harness the power of artificial intelligence to offer intuitive, seamless collaboration experiences, enabling meeting rooms with smart features such as meeting zones, intelligent people framing, optimised attendee audio and background noise removal, among others.

Want to learn more about cybersecurity and the cloud from industry leaders? Check out Cyber Security & Cloud Expo taking place in Amsterdam, California, and London. Explore other upcoming enterprise technology events and webinars powered by TechForge here.

Tags: Cisco, collaboration, HCLTech, Hybrid, meetings

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Canonical releases low-touch private cloud MicroCloud

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Canonical has announced the general availability of MicroCloud, a low-touch, open source cloud solution. MicroCloud is part of Canonical’s growing cloud infrastructure portfolio.

It is purpose-built for scalable clusters and edge deployments for all types of enterprises. It is designed with simplicity, security and automation in mind, minimising the time and effort to both deploy and maintain it. Conveniently, enterprise support for MicroCloud is offered as part of Canonical’s Ubuntu Pro subscription, with several support tiers available, and priced per node.

MicroClouds are optimised for repeatable and reliable remote deployments. A single command initiates the orchestration and clustering of various components with minimal involvement by the user, resulting in a fully functional cloud within minutes. This simplified deployment process significantly reduces the barrier to entry, putting a production-grade cloud at everyone’s fingertips.

Juan Manuel Ventura, head of architectures & technologies at Spindox, said: “Cloud computing is not only about technology, it’s the beating heart of any modern industrial transformation, driving agility and innovation. Our mission is to provide our customers with the most effective ways to innovate and bring value; having a complexity-free cloud infrastructure is one important piece of that puzzle. With MicroCloud, the focus shifts away from struggling with cloud operations to solving real business challenges” says

In addition to seamless deployment, MicroCloud prioritises security and ease of maintenance. All MicroCloud components are built with strict confinement for increased security, with over-the-air transactional updates that preserve data and roll back on errors automatically. Upgrades to newer versions are handled automatically and without downtime, with the mechanisms to hold or schedule them as needed.

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With this approach, MicroCloud caters to both on-premise clouds but also edge deployments at remote locations, allowing organisations to use the same infrastructure primitives and services wherever they are needed. It is suitable for business-in-branch office locations or industrial use inside a factory, as well as distributed locations where the focus is on replicability and unattended operations.

Cedric Gegout, VP of product at Canonical, said: “As data becomes more distributed, the infrastructure has to follow. Cloud computing is now distributed, spanning across data centres, far and near edge computing appliances. MicroCloud is our answer to that.

“By packaging known infrastructure primitives in a portable and unattended way, we are delivering a simpler, more prescriptive cloud experience that makes zero-ops a reality for many Industries.“

MicroCloud’s lightweight architecture makes it usable on both commodity and high-end hardware, with several ways to further reduce its footprint depending on your workload needs. In addition to the standard Ubuntu Server or Desktop, MicroClouds can be run on Ubuntu Core – a lightweight OS optimised for the edge. With Ubuntu Core, MicroClouds are a perfect solution for far-edge locations with limited computing capabilities. Users can choose to run their workloads using Kubernetes or via system containers. System containers based on LXD behave similarly to traditional VMs but consume fewer resources while providing bare-metal performance.

Coupled with Canonical’s Ubuntu Pro + Support subscription, MicroCloud users can benefit from an enterprise-grade open source cloud solution that is fully supported and with better economics. An Ubuntu Pro subscription offers security maintenance for the broadest collection of open-source software available from a single vendor today. It covers over 30k packages with a consistent security maintenance commitment, and additional features such as kernel livepatch, systems management at scale, certified compliance and hardening profiles enabling easy adoption for enterprises. With per-node pricing and no hidden fees, customers can rest assured that their environment is secure and supported without the expensive price tag typically associated with cloud solutions.

Want to learn more about cybersecurity and the cloud from industry leaders? Check out Cyber Security & Cloud Expo taking place in Amsterdam, California, and London. Explore other upcoming enterprise technology events and webinars powered by TechForge here.

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Tags: automation, Canonical, MicroCloud, private cloud

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