Why Better Server-Side CAPI Data Boosts Ad Performance

Tons of people are talking about the value of sending better server-side CAPI data to ad platforms like Meta, TikTok, and Google. But no one has explained why it works or why its better? Here's the why...

1 - More signal for low volume accounts

Small accounts with low volume generally struggle to exit learnings and don't get any of the benefits of modern ad products. More signal means faster learnings and better chances that machine learning optimizations start to work.

2 - Better use of broad targeting

Broad targeting is increasingly popular, but it only works when you teach the ad platform how to tell between high value converters and people who bounce. More data with higher match rates means broad targeting will work even better, for even longer.

3 - Better ad optimization

Once digital ads start working, learning models kick in and start to make micro-optimizations to boost performance. Choosing the right combination of who to reach, where to reach them, and what version of creative to show them leads to better ad optimization and more efficient ad spend.

4 - Better auction performance

Most people think that the winner of an ad auction is simply the highest bidder. But it turns out these algorithms reward ads for being high quality. Better data leads to higher quality scores. Low bids with high quality scores outcompete high bids with low quality scores.

5 - More accurate attribution

Missing data and modeled data are the root cause of inaccurate attribution. When you send better data to an ad platform, it relies less on guessing and more on the crystal clear picture of what really happened on your site. Businesses with high quality data connections don't have issues with miss-attribution, even on Meta.

This isn't rocket science. Ad platforms are learning engines that run on data as fuel. There's no reason to continue using basic/free data connections. Upgrade to a high performance advanced data connection to upgrade your ad performance.