FareHarbor is used by more than 20,000 websites involved in the travel and tourism industry. It’s that’s you, then it’s likely you also run digital ads. If so, then you would have been affected by Apple’s new privacy updates.
The days of easy wins and massive returns on ad spend (ROAs) are gone.
At least, that’s what we hear from business owners who are reminiscing about the good old days…
They see their ad costs increasing. Campaign insights are now unreliable because access to user data is now limited and detailed targeting is no longer effective.
This results in you pumping more and more cash into your ad spend.
As far as you’ve seen, you don’t think you’re making as much money as you should!
But there’s still a way that you haven’t been told about…
After working for years with businesses that use FareHarbor as the booking platform, we found a way to work around Apple’s changes. You can still increase your ad performance and turn more lookers into bookers!
What did we do?
Our solution is Conversion API (CAPI). CAPI is a Facebook Business Tool that lets advertisers share customer actions more accurately directly to Facebook post-Apple’s new updates era.
CAPI works alongside the Facebook Pixel to help advertisers improve their Facebook ad campaigns’ performance, measurement, and data collection.
In our case to accurately attribute conversions, we used Zapier to bridge the gap between Facebook Conversions and FareHarbor.
Zapier has helped some of our clients integrate CAPI effectively to capture conversions that originated from Facebook ad campaigns—resulting in 20% more conversions captured than using Facebook Pixel alone.
CAPI doesn’t need expensive coding.
CAPI also doesn’t need you to make expensive IT hires or outsource big web development teams. We at Lab7 have set up CAPI for our FareHarbor clients within just two weeks!
This was on top of us still doing the work of actually designing ads, improving their marketing content and enhancing our clients’ digital brand. This was how we managed to create, build and launch data-driven digital ads that generate profit you can track.
CAPI reduces ad spend while winning you customers.
Since it lets you capture conversions, CAPI makes it easier to identify ads that bring in a lot of bookings without spending so much just to do so.
This same conversion data can even be used to help Facebook algorithms find you more audiences and bring an even bigger bang for your advertising buck! There is no need to go in circles to ‘game the system’ or have your graphic designers rework an ad for the umpteenth time.
But more importantly, it has helped our marketers prepare for everything else that’s still coming.
CAPI is the first step to a cookie-less future.
At this point, it’s worth mentioning that the reason why CAPI exists is the same reason why access to user data has been restricted by companies like Apple.
We are all moving closer to world of more privacy-sensitive advertising.
We’ve got to face the music. The idea of companies being able to track user behavior across the entire internet is just not acceptable anymore. Many businesses, in turn, don’t want to be affiliated with such practices. You certainly don’t want your own tourism brand to be guilty of this either. It could lose you more customers!
Thus, you have brands being transparent about tracking while giving users the choice to opt-out. Popular browsers are now also phasing out third-party cookies.
Technologies like CAPI will enable you to adopt an approach that is less intrusive while still knowing how your customers are learning about your wonderful establishment. It lets your advertisers focus solely on a customer’s FareHarbor triggers (bookings, cancellations, date changes etc) rather than on things that are irrelevant and potentially infringe on privacy.
Overall, it’s a nice, middle-ground approach that lets your marketers know which ads are working well and keep costs down to healthy levels. Everybody wins!
Still worried that CAPI may be too much work? Call us and we’ll do it for you! Start getting better ad performance without having to spend another extra dollar on them!
6 Easy steps to creating profitable facebook ads
Are you not ready to book your free consultation yet? No problem! At least don’t leave empty-handed. We put together a list of actionable items that most of our clients were unaware of before working with us, which will guarantee you to get excellent results.