Heidi Bullock, CMO at Demandbase and former GVP of Global Marketing at Marketo, discusses the challenges faced by marketers today due to privacy regulations, consumer expectations, and economic pressures. To address these challenges, she emphasizes the use of Conversions API (CAPI) for improved tracking of conversion events. CAPI establishes a server-to-server connection which enhances data fidelity, reduces data loss, and provides deeper insights into customer interactions, significantly improving return on ad spend and conversion visibility for marketers.
"CAPI works by establishing a direct server-to-server connection between businesses and advertising platforms, capturing conversion events that are often lost due to tracking restrictions, ad blockers or browser privacy settings."
"Businesses using CAPI have reported up to a 25% improvement in return on ad spend and a 35% increase in conversion visibility-proving how a simple change can yield a major impact."
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