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Four Things Facebook Conversion API Tracks


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 

Offline_Events .jpg

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, 

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. 



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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Radware launches a spinoff of its cloud security business


Cloud Computing News

Duncan is an award-winning editor with more than 20 years experience in journalism. Having launched his tech journalism career as editor of Arabian Computer News in Dubai, he has since edited an array of tech and digital marketing publications, including Computer Business Review, TechWeekEurope, Figaro Digital, Digit and Marketing Gazette.

Radware, a provider of cyber security and application delivery solutions, has revealed the spinoff of its Cloud Native Protector (CNP) business to form a new company called SkyHawk Security.

To accelerate Skyhawk Security’s development and growth opportunities, an affiliate of Tiger Global Management will make a $35 million strategic external investment, resulting in a valuation of $180 million. Tiger Global Management is a leading global technology investment firm focused on private and public companies in the internet, software, and financial technology sectors.

Skyhawk Security is a leader in cloud threat detection and protects dozens of the world’s leading organizations using its artificial intelligence and machine learning technologies. Its Cloud Native Protector provides comprehensive protection for workloads and applications hosted in public cloud environments. It uses a multi-layered approach that covers the overall security posture of the cloud and threats to individual workloads. Easy-to-deploy, the agentless solution identifies and prevents compliance violations, cloud security misconfigurations, excessive permissions, and malicious activity in the cloud.

“We recognize the growing opportunities in the public cloud security market and are planning to capitalize on them,” said Roy Zisapel, Radware’s president and CEO. “We look forward to partnering with Tiger Global Management to scale the business, unlock even more security value for customers, and position Skyhawk Security for long-term success.”

The spinoff, which adds to Radware’s recently announced strategic cloud services initiative, further demonstrates the company’s ongoing commitment to innovation. Skyhawk Security will have the ability to operate with even greater sales, marketing, and product focus as well as speed and flexibility. Current and new CNP customers will benefit from future product development efforts, while CNP services for existing customers will continue without interruption.

Radware does not expect the deal to materially affect operating results for the second quarter or full year of 2022.


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How Sports Organizations Are Using AR, VR and AI to Bring Fans to The Game


How Sports Organizations Are Using AR, VR and AI to Bring Fans to The Game

AR, VR, and AI in sports are changing how fans experience and engage with their favorite games.

That’s why various organizations in the sports industry are leveraging these technologies to provide more personalized and immersive digital experiences.

How do you get a sports fan’s attention when there are so many other entertainment options? By using emerging technologies to create unforgettable experiences for them! Innovative organizations in the sports industry are integrating AR, VR and AI in sports marketing and fan engagement strategies. Read on to discover how these innovative technologies are being leveraged to enhance the game-day experience for sports fans.  



AR is computer-generated imagery (CGI) that superimposes digitally created visuals onto real-world environments. Common examples of AR include heads-up displays in cars, navigation apps and weather forecasts. AR has been around for decades, but only recently has it become widely available to consumers through mobile devices. One of the best ways sports organizations can use AR is to bring historical moments to life. This can help fans connect to the past in new ways, increase brand affinity and encourage them to visit stadiums to see these experiences in person. INDE has done just that, creating an augmented reality experience that lets fans meet their favorite players at the NFL Draft.


VR is a computer-generated simulation of an artificial environment that lets you interact with that environment. You experience VR by wearing a headset that transports you to a computer-generated environment and lets you see, hear, smell, taste, and touch it as if you were actually there. VR can be especially impactful for sports because it lets fans experience something they would normally not be able to do. Fans can feel what it’s like to be a quarterback on the field, a skier in a race, a trapeze artist, or any other scenario they’d like. The VR experience is fully immersive, and the user is able to interact with the content using hand-held controllers. This enables users to move around and explore their virtual environment as if they were actually present in it.


Artificial intelligence is machine intelligence implemented in software or hardware and designed to complete tasks that humans usually do. AI tools can manage large amounts of data, identify patterns and make predictions based on that data. AI is already influencing all aspects of sports, from fan experience to talent management. Organizations are using AI to power better digital experiences for fans. They’re also using it to collect and analyze data about fan behavior and preferences, which helps organizers better understand what their customers want. AI is also changing the game on the field, with organizations using it to make better decisions in real time, improve training and manage player health. Much of this AI is powered by machine learning, which is a type of AI that uses data to train computer systems to learn without being programmed. Machine learning is the reason why AI is able to evolve and get better over time — it allows AI systems to adjust and improve based on new data.


VR and AR are both incredible technologies that offer unique benefits. VR, for example, is an immersive experience that allows you to fully imagine and explore another virtual space. AR, on the other hand, is a technology that allows you to see and interact with the real world while also being able to see digital content superimposed on top of it. VR and AR are both rapidly evolving and can have a significant impact on sports marketing. By using both technologies, brands and sporting organizations can create experiences that bridge the real and virtual. This can help sports marketers create more engaging experiences that truly immerse their customers in the game.

Technologies like AR, VR and AI in sports are making it possible for fans to enjoy their favorite games in entirely new ways. AR, for example, can help sports lovers experience historical moments, VR lets them immerse themselves in the game, and AI brings them more personalized and immersive digital experiences. The best part is that sports fans can also use these technologies to interact with one another and feel even more connected. 

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The Dark Side of Wearable Technology


The Dark Side of Wearable Technology

Wearable technology, such as smartwatches, fitness trackers, and other devices, has become increasingly popular in recent years.

These devices can provide a wealth of information about our health and activity levels, and can even help us stay connected with our loved ones. However, there is also a dark side to wearable technology, including issues related to privacy, security, and addiction. In this article, we will explore some of the darker aspects of wearable technology and the potential risks associated with these devices.

1. Privacy Concerns



Source: Deloitte

Wearable technology can collect and transmit a significant amount of personal data, including location, health information, and more. This data is often shared with third parties, such as app developers and advertisers, and can be used to track and target users with personalized advertising. Additionally, many wearable devices lack robust security measures, making them vulnerable to hacking and data breaches. This can put users’ personal information at risk and expose them to identity theft and other cybercrimes.

2. Security Risks


Source: MDPI

Wearable technology can also pose security risks, both to the individual user and to organizations. For example, hackers can use wearable devices to gain access to sensitive information, such as financial data or personal contacts, and use this information for malicious purposes. Additionally, wearable technology can be used to gain unauthorized access to secure areas, such as buildings or computer systems, which can be a major concern for organizations and governments.

3. Addiction Issues


Source: Very Well Mind

The constant connectivity and access to information provided by wearable technology can also lead to addiction. The constant notifications and the ability to check social media, emails and other apps can create a constant need to check the device, leading to addiction-like symptoms such as anxiety, insomnia and depression.

4. Health Risks


Source: RSSB 

Wearable technology can also pose health risks, such as skin irritation and allergic reactions caused by the materials used in the device. Additionally, the constant use of wearable technology can lead to poor posture and repetitive stress injuries, such as carpal tunnel syndrome. It is important for users to be aware of these risks and to take steps to protect their health, such as taking regular breaks from using the device and practicing good ergonomics.


Wearable technology has the potential to be a powerful tool for improving our health, fitness, and overall well-being. However, it is important to be aware of the darker aspects of wearable technology and the potential risks associated with these devices. By understanding the privacy, security, addiction, and health risks associated with wearable technology, users can take steps to protect themselves and their personal information. Additionally, by being aware of these risks, organizations can take steps to protect their employees and customers from the potential negative effects of wearable technology.

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