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CII BLOG > Blogs > Leveraging Facebook Conversion API for Charities and Nonprofits

Leveraging Facebook Conversion API for Charities and Nonprofits

Blog post by Andrew Parle, Digital Fundraising Specialist: Andrew is a paid digital fundraising specialist with over 10 years’ experience in the commercial and non-for-profit fundraising sector.
4 Mar 2024

Charities and nonprofits are continuously looking at ways to optimise their online presence and digital fundraising efforts. One powerful tool that can help is the Facebook Conversion API (CAPI).

Charities can use the Facebook Conversion API to send important data from their website straight to Facebook.

Client-side tracking:

Client-side tracking refers to the method of collecting and processing data on the client side, which means within the user’s browser or device. When it comes to Facebook, client-side tracking is associated with the Facebook Pixel. The Facebook Pixel is a snippet of code provided by Facebook that advertisers embed on their websites. It allows Facebook to track users’ actions on the site after they click on a Facebook ad. When a user visits a website with the Facebook Pixel installed, the pixel code executes in the user’s browser.

The data collected by the Facebook Pixel is then sent back to Facebook’s servers, providing valuable insights for advertisers to measure. However, In the last few years, the strength of the Facebook pixel has declined. Mainly due to iOS 14 privacy features, ad blockers and lots more, eventually most browsers will fully block third-party cookies making the Facebook pixel useless.

Server-side tracking:

Server-side tracking refers to a method of collecting and processing data on the server side rather than on the client side (user’s browser). Server-side tracking with the Facebook pixel, involves sending the data directly to Facebook servers from the web server hosting the website.

The Facebook CAPI will track conversions, optimize campaigns, and create custom audiences instead of relying solely on the Facebook Pixel within the user’s browser.

How to implement the Facebook Conversion API

Firstly, there are various ways to implement the CAPI, both free and paid. The key is to understand the method that best suits your needs. While there is a WordPress CAPI plugin solution available, it’s worth noting that based on reviews, it has only received a 1-star rating. If you have used it, we would love to hear your feedback.

Our first recommendation is setting up Facebook CAPI via Google Tag Manager, which is certainly worth investigating and allows any kind of customisation. However, it does require a strong technical knowledge of Google Tag Manager.

Facebook, along with many experts, recommends configuring Facebook CAPI using Amazon web servers, but this option comes with an approximate cost of €100 per month.

Our top recommendation however is Stape. They offer two subscription plans, both of which come with a 7-day free trial for the Facebook CAPI.

  1. Pay as You Go: $10/month or $100 annually for each Pixel.
  2. Unlimited: $100/month or $1000 annually for an unlimited number of Pixels.


Keep in mind that Facebook’s platform is continuously evolving.

For the moment you do not need to set up the Facebook CAPI in order to advertise on Facebook. In fact, Facebook recommend that if you are spending more than €3000 per month, then the Facebook CAPI is the ideal solution for your charity.


CII BLOG > Blogs > How charities create impact on social media in 2024

How charities create impact on social media in 2024

2 Jan 2024

Written by Mark Hughes


As Facebook and Instagram increasingly integrate AI tools and AI recommendations, the importance of authenticity grows. Charities need to start thinking more like creators to stay relevant.

While collaborating with creators or influencers is appealing, some charities may not pursue this avenue. In such cases, it is advisable to designate someone from the existing team to take on the responsibility of creating digital content. Alternatively, if planning to hire a digital executive in 2024, prioritise individuals with a primary skill set in digital content creation.

Staying ahead of the curve is crucial, as platforms like Instagram emphasise features like reels, stories, short-form videos, and lots more.

It is noteworthy that the organic reach of link posts has been diminishing, with Meta shifting away from news content toward entertainment. Crafting content that is both educational and humorous, as well as inspirational, hopeful, and impactful, is recommended.

User-generated content (UGC) remains integral for fostering authenticity and expanding a charity's influence and trustworthiness. Simply writing a blog post is insufficient; charities must master the art of storytelling.

Ignoring social media comments is no longer an option, and promptly responding to donors' messages on messaging tools is essential.

In 2024, the strategy should not be to reach everyone. Instead, identify your charity's supporters and actively engage with them. Embrace authenticity, innovation, and connect with your audience online.

Paid advertising continues to be crucial for charities. Since most online interactions begin with a search engine or on social media, it is important to have a plan in place to enhance the charity's discoverability through Search Engine Marketing (SEM) or Search Engine Optimization (SEO).

Whether potential supporters are looking to donate, volunteer, or seek support, running paid ads is vital to capturing their attention


Blog post by Andrew Parle, Digital Fundraising Specialist

Andrew is a paid digital fundraising specialist with over 10 years’ experience in the commercial and non-for-profit fundraising sector.

Specialising in strategy, paid social advertising, analytics and data visualization, Andrew has experience managing campaigns across a full range of platforms, from paid search activity on Google to paid social (especially Facebook Ads). Working with key stakeholders, optimising donor journeys, and project managing large media campaigns across multiple online and offline channels are core to Andrew’s experience.

Andrew currently lectures in Digital fundraising at the Charities Institute Ireland and is co-chair of the digital forum.

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