# Two Owls tracking mode

<figure><img src="https://2018944329-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F6nRvcVoGY4QrsHN9eWVJ%2Fuploads%2F2t9X7zSpCkTty0X0zNWZ%2FCopy%20of%20Happy%20pride%20month%20(1080%20%C3%97%20880%20px).png?alt=media&#x26;token=a9568410-d020-4f50-b04e-b313bd448ee2" alt="facebook pixel and conversion api"><figcaption><p>Pixel + Conversion API</p></figcaption></figure>

### :owl:Pixel Owl: The good-old day of “just Facebook Pixel” has far gone.

Navigating the conversion game is hard. Running conversion ads without a captain telling your ads who to target, is a surefire way to fail.

{% hint style="info" %}
A simple Facebook Pixel **used to** be able merchants get sales from the most relevant folks, out of the billions of Facebook users.
{% endhint %}

### However, Facebook Pixel has always had its limitations

To name just a few, a Facebook Pixel working merely on the browser side will obviously suffer from

* Connectivity issues
* Ad blockers
* Cookie blockers

{% hint style="warning" %}
The IOS 14+ restriction added fuel to the fire, making the Facebook Pixel alone even more helpless, **with 90% of IOS users** opting out of tracking.
{% endhint %}

### :owl:Conversion API owl: The silent hero to effective Facebook Ad testing and scaling post-IOS14

Conversion API (CAPI) silently works on the server side to:

* Ensure no conversion events go unnoticed, even when the Pixel alone is blocked
* Send events packed with rich signals to drive profile matching + reporting

The data that CAPI is able to capture ultimately assists more relevant targeting & reduced CPM and higher ROAS.

{% hint style="success" %}
:owl::owl:**Two Owls mode matters**: It’s impossible to test and scale correctly with guesswork. When the **duo of Pixel owl + CAPI owl** joins force, you’re doing your budget a huge favor by giving Facebook **more tracking signal + data points it needs.**
{% endhint %}

:point\_right:Let’s activate Two Owls. To profitable land!

<figure><img src="https://2018944329-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F6nRvcVoGY4QrsHN9eWVJ%2Fuploads%2FGZ9BsVrCapuPThRZV1TD%2FThi%E1%BA%BFt%20k%E1%BA%BF%20kh%C3%B4ng%20t%C3%AAn%20-%201080%20%C3%97%20880px%20-%20Opera.gif?alt=media&#x26;token=db5ce24c-23a5-494e-a00d-c386c1484d1d" alt=""><figcaption></figcaption></figure>

## Getting Started

<figure><img src="https://2018944329-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F6nRvcVoGY4QrsHN9eWVJ%2Fuploads%2Ffcu1DwlnRpyRaN4qyQCb%2FSponsored%20(11).png?alt=media&#x26;token=4c50838c-4954-430f-9b99-74cf91ebc04f" alt=""><figcaption></figcaption></figure>

### Guides: Jump right in

Follow our handy guides to the most out of the app as quickly as possible:

{% content-ref url="getting-started/get-your-pixels-ready" %}
[get-your-pixels-ready](https://docs.twoowls.io/getting-started/get-your-pixels-ready)
{% endcontent-ref %}

{% content-ref url="getting-started/level-up-your-data-with-capi" %}
[level-up-your-data-with-capi](https://docs.twoowls.io/getting-started/level-up-your-data-with-capi)
{% endcontent-ref %}

{% content-ref url="getting-started/ship-your-very-first-events-to-facebook" %}
[ship-your-very-first-events-to-facebook](https://docs.twoowls.io/getting-started/ship-your-very-first-events-to-facebook)
{% endcontent-ref %}

{% content-ref url="getting-started/monitor-whats-sent" %}
[monitor-whats-sent](https://docs.twoowls.io/getting-started/monitor-whats-sent)
{% endcontent-ref %}

{% content-ref url="getting-started/get-your-first-sales-attributed-to-the-right-campaign" %}
[get-your-first-sales-attributed-to-the-right-campaign](https://docs.twoowls.io/getting-started/get-your-first-sales-attributed-to-the-right-campaign)
{% endcontent-ref %}

{% content-ref url="getting-started/start-retargeting" %}
[start-retargeting](https://docs.twoowls.io/getting-started/start-retargeting)
{% endcontent-ref %}

{% hint style="danger" %}
**Important:** There are some boxes you need to check to ensure the app's smooth operation.
{% endhint %}

{% content-ref url="getting-started/important-checklists" %}
[important-checklists](https://docs.twoowls.io/getting-started/important-checklists)
{% endcontent-ref %}