Wayside Cross Ministries is a Christian nonprofit that helps men, women & children find hope and transform their lives following addiction, incarceration, and violence. They provide support through restoration, recovery and transitional housing programs.

Supported by private donations from individuals and partner churches as well as their thrift shop sales, Wayside runs multiple ad campaigns, currently on Facebook, to drive monetary & thrift donations.

They had installed Facebook pixels on their website to track conversions, including ad link clicks (page views), intent to donate, and donations made. They had three primary concerns:

1. Facebook pixels were not firing appropriately, thereby undercounting the conversions that were happening through their Facebook ad campaigns. This was likely affecting the success of the campaigns as Facebook was unable to accurately identify all profiles of donors, interested donors, and their lookalike audiences, leading to under-optimized targeting & retargeting.
2. They also had pixels integrated through their Google Tag Manager, which had not been updated in a while.
3. Finally, in light of the current move toward a more privacy-centric solution, Facebook Pixel is to be replaced by a more robust and privacy-centric Facebook Conversion API (CAPI). Wayside Cross wanted Facebook CAPI enabled and optimized thereby making their ad campaign tracking future proofed.