How we drive reach and conversions for Renault with Conversions API

More measurable conversions with server side tracking

By combining Conversions API (CAPI) with Meta Pixel, we helped Renault to increase its reach and conversions while decreasing its cost per result. 

Ahead of the imminent dissolution of third-party cookies, brands are focusing their attention on first-party data with ever-increasing frequency – with iconic brand Renault being one of them. Having previously relied on Meta Pixel to track user interaction on its website, the French vehicle and engine manufacturer was eager to find an alternative solution in an ever-evolving commercial space.

In collaboration with Renault’s media agency OMD, we advised the multinational to diversify its approach by incorporating CAPI into its strategy. In doing so, Renault learned that it could soon replace Meta Pixel with the server-to-server tool, in order to successfully track conversions.

Implementation

Against an ever-changing digital backdrop, we identified the need for Renault to measure the performance of its Meta campaigns using two different tracking tools: Meta Pixel, Renault’s previous tracking technique; and CAPI. Using the latter to track one of its essential forms on the website, Renault’s web and post-conversion data were shared directly to Meta. This was done without relying on an external party, like a browser or a pixel. 

Focusing on one event, namely formOpen, we wanted to compare CAPI’s performance against Meta Pixel’s. To do so, we implemented CAPI alongside the current pixel tracking, while OMD combined the event with its native Meta campaign. This approach allowed us to control the quality of the data transferred to Meta.

Over the first two weeks, Renault saw an increase in conversions and reach. However, when conversions and reach-related data began to fluctuate, we switched CAPI tracking off. This allowed the agency to see the effect its absence might have on cost per result and conversions.