Facebook Conversions Destination
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About this integration
The Facebook Conversions API enables businesses to send events that are linked to a pixel and processed in the same manner as browser pixel events directly to Facebook. These events help you measure, report, and optimize activities so you gain valuable insights into user behavior and can improve the effectiveness of your Facebook marketing efforts.
Getting started
Go to the CDP tab and click Connections.
Click Add New under Destinations.
Select the Facebook Conversions API destination.
(Optional) Select the sources that you want to connect to this destination. You can always connect sources to your destination later. We’ll only show you eligible sources.
Configure your destination.
Pixel Id: Your Facebook Pixel ID
Test Event Code: Use this field to specify that events should be test events rather than actual traffic. You can find your Test Event Code in your Facebook Events Manager under the "Test events" tab. You'll want to remove your Test Event Code when sending real traffic through this integration.
Click Enable Destination.
Actions
When you’re done setting up your destination, you can go to the Actions tab to see how we map source events to your destination.
You may need to add actions for this destination
While we often have default triggers for actions, we don't always add those actions as defaults. You may need to add actions to make sure that you're sending all the data that you want to send to your destination. See our actions page for help setting up actions.
| Action | Default Trigger | Description |
|---|---|---|
| Purchase | type = "track" and event = "Order Completed" | Send event when a user completes a purchase |
| Initiate Checkout | type = "track" and event = "Checkout Started" | Send event when a user enters the checkout flow |
| Add to Cart | type = "track" and event = "Product Added" | Send event when a user adds a product to the shopping cart |
| View Content | type = "track" and event = "Product Viewed" | Send event when a user views content or a product |
| Search | type = "track" and event = "Products Searched" | Send event when a user searches content or products |
| Page View | type = "page" | Send a page view event when a user lands on a page |
| Custom Event | Send a custom event |
FAQ & Troubleshooting
Other Standard Events
If you want to send Facebook standard events that we don’t have ready-made actions for, you can use the Custom Event action. For example, if you want to send a CompleteRegistration event, you would create a custom event action, set up your trigger criteria for completed registrations, and enter “CompleteRegistration” as the Event Name. When you set up custom actions, you can add fields you expect to send in events, like content_name and currency.
Personally Identifiable Information (PII)
We automatically create a SHA-256 hash of the following fields before forwarding data to Facebook:
- External ID
- Phone
- Gender
- Date of Birth
- Last Name
- First Name
- City
- State
- Zip Code
- Country
The Facebook Pixel library also hashes the external ID. This means that external IDs will match across Facebook Pixel and Facebook Conversions API if you use external IDs for deduplication.
User Data Parameters
We automatically map user data fields to their corresponding parameters as expected by the Conversions API before we send data to Facebook.
| User Data Field | Conversions API User Data Parameter |
|---|---|
| External ID | external_id |
| em | |
| Phone | ph |
| Gender | ge |
| Date of Birth | db |
| Last Name | ln |
| First Name | fn |
| City | ct |
| State | st |
| Zip Code | zp |
| Country | country |
Server Event Parameter Requirements
Facebook requires the action_source event parameter, which specifies where conversions occur, for all events sent to the Facebook Conversions API. If action_source is set to website, then the client_user_agent and the event_source_url parameters are also required. Events sent to the Conversions API that don’t meet this requirement may not be available for optimization, targeting, or measurement.
Verify Events in Facebook
When you start sending events, you should start seeing them within twenty minutes. To confirm that Facebook received your events:
- Go to the Events Manager.
- Click the pixel corresponding to your conversion events.
- In the Overview tab, look for events where the Connection Method is Server.
