Conversion API (CAPI) – Makes your digital efforts Successful

Piyush Gupta | Manager, Product Growth
Reading Time: 5 minutes
server to server integration

With the current changes to the iOS 14 privacy policies, there is a huge uproar in the marketing world about how it is going to affect them and what steps should be taken by the advertisers in order to mitigate its impact on the campaign performance. 

The crux is that advertisers should start implementing Conversion API(CAPI)  integrations in order to parse data from backend to the ad platforms so that campaigns can be optimized on them and the performance remains stable or improves.

What is Conversion API (CAPI)?

The CAPI is designed to connect your server data to ad platforms in a direct and reliable manner. It helps in reducing cost per action, optimising campaigns at the latter stage of the customer’s journey, nullifying the effects of data loss through the browser – pixel tracking.

Conversion API (CAPI) : Future of Analytics

The focus on the user’s privacy has become the focal point in recent days. The most terrifying thing a marketer can face is the loss of data through browser – pixel tracking due to dynamically changing privacy policies.

The end of the digital tracking era is approaching, and the conversion API can help us glimpse the light so that you can make your digital efforts successful.

How is CAPI beneficial?

  • Improved data measurement: Bypass the Pixel based data inaccuracies mainly due to strict user’s privacy policies, and other factors like higher page load time, ad blockers, improper integration. CAPI enables the facility to make your backend data as the ultimate source of truth.
  • Leveraging First Party Data: The user’s privacy has become the prime focus and it is restricting third parties to access data. This potential loss is frightening to any business. CAPI provides an alternative route leveraging first part data and keeping your campaigns performance entact.
  • Better cost per result: CAPI helps in improved data connectivity and better user identification rate.. CAPI data is less affected in comparison to pixel based data. Pixel based data gets affected by higher page load time, ad blockers, improper integration etc. Also, sending additional customer parameters increases the user identification rate.
  • Increased Data Control: Unlike Pixel, you have better control over your data. You can control the parameters that you are sending to the ad platforms. Moreover, you can also choose to schedule your time to push the required data.

How to Implement CAPI?

CAPI implementation through EasyInsights is very easy. You need to send the required data to EasyInsights and let experts handle everything 🙂

CAPI v

Note: All personally identifiable information would be captured using SHA256 hashing inorder to keep data sanctity in place.

How to send data to EasyInsights?

You can send data to EasyInsights via webhooks. You can automate hits to the webhook when something happens on your website or app. You can always choose the events you want to send to the EasyInsights server. It is hardly an hour of development including testing to activate server to server integration. Please follow the steps below to send data to the EasyInsights server.

Note: 

  • Endpoint supports only POST requests. 
  • Content-type must be application/json.
  • Payload must include the ‘key’, <EI key> will be provided by EasyInsights.
  • ‘timestamp’ is Unix timestamp in seconds 
  • Do not provide any personally identifiable information (PII). 

Webhook Setup for E-Commerce

Endpoint: Endpoint is an api that you can hit on the occurrence of events that you want to send to the EasyInsights server.

https://data.easyinsights.in/ecommerce/

Please find below the list of suggested events that an E-Commerce business should send to EasyInsights server:

  1. New Transaction: Please hit the above mentioned endpoint whenever a new transaction occurs on your website or app. It is requested to follow the below mentioned format:
{
 'key' : <EI key>,
 'timestamp' : 1603940519, #seconds
 'entity_id' : 'TX1234', #orderid 
 'userid' : '12345', 
 'event' : 'new',
 'utm_source': '', #optional
 'utm_medium':'', #optional
 'utm_campaign':'', #optional
 'utm_term': '', #optional
 'utm_content' : '', #optional
 'revenue' : '200.09',
 'currency' : 'INR',
 'discount' : '20.00',
 'offer_code' : '10OFF'
}
  1. Transaction Status Update: Please hit the above mentioned endpoint with every transaction update. It will help you in keeping a track of the status of your transactions. It is requested to follow the below mentioned format:
{
 'key' : <EI key>,
 'timestamp' : 1603940519, #seconds
 'entity_id' : 'TX1234', #orderid 
 'userid' : '12345',
 'event' : 'status_update',
 'stage' : 'rto', #rto, cancellation
}
  1. Refund processed: Please hit the above mentioned endpoint whenever a refund is processed. It will help you in tracking the true revenue of your business. It is requested to follow the below mentioned format:
{
 'key' : <EI key>,
 'timestamp' : 1603940519, #seconds
 'entity_id' : 'TX1234', #orderid 
 'userid' : '12345',
 'event' : 'refund_processed',
 'amount' : '200.09',
 'currency' : 'INR',
}

Webhook Setup for Lead Generation

Endpoint: Endpoint is a reverse api that you can hit on the occurrence of events that you want to send to the EasyInsights server.

https://data.easyinsights.in/lead/

Please find below the list of suggested events that a Lead Generation business should send to EasyInsights server:

  1. New Lead: Please hit the above mentioned endpoint whenever a new transaction occurs on your website or app. It is requested to follow the below mentioned format:
{
'key' : <EI key>,
'timestamp' : 1603940519, #seconds
'entity_id' : 'f49ut029hng3q9t', #Lead id
'userid' : '4012'
'event' : 'new',
'utm_source' : ' ', #optional
'utm_medium' : ' ', #optional
'utm_campaign' : ' ', #optional
'utm_term ': ' ', #optional
'utm_content' : ' ', #optional
'status' : 'new',
}
  1. Lead Status Update: Please hit the above mentioned endpoint with every Lead Status update. It will help you in keeping a track of the status of your Leads. It is requested to follow the below mentioned format:
{
'key' : <EI key>,
'timestamp' : 1603940519, #seconds
'entity_id' : 'f49ut029hng3q9t', #Lead id
'userid' : '4012',
'event' : 'status_change',
'status': 'contacted', #change status as per your requirement
}
  1. Lead Transacted: Please hit the above mentioned endpoint whenever a lead transact. It will help you in tracking the revenue of your business. It is requested to follow the below mentioned format:
{
'key' : <EI key>,
'event': 'transaction',
'timestamp' : 1603940519, #seconds
'entity_id' : 'f49ut029hng3q9t', #Lead id
'userid' : '4012',
'revenue' : '20.09',
'currency' : 'INR',
'discount' : '1.21',
'offer_code' : '25OFF'
}

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