Facebook Conversion Api lets you sent Pixel events directly from your server. Server events are linked to a Meta Pixel ID and are processed like web events sent via Pixel. This means that web server events are used in measurement, reporting, and optimization in a similar way as browser Pixel events.

Creating an app connection

fb app config form

Follow the steps to get the Pixel ID and Access Token for your conversion api.

  1. Login to you Facebook account

  2. Go to Events Manager

    fb events manager

  3. Under Data Sources select the pixel ID you want to use.

  4. Click on the settings tab. You can find the Pixel ID here.

    fb events manager

  5. To fetch the Access Token, scroll down and click on Generate access token.

    fb events manager

Creating a sync pipeline

Sync settings

fb sync config form

  • Action Source - Allows you to specify where your conversions occurred. This field is optional if you are going to provide a mapping for action_source field in the Server Event Parameters in the mapping page. In case you specify both, latter will assume precedence.
  • Test Event Code - In case you want to verify your events are delivered correctly to your pixel. To get the code navigate to Test events tab of your pixel.

fb test event code

  • Hashing Required - Facebook requires all the personally identifiable user information to be hashed before syncing it. You can select Yes option if you want Castled to do the normalization and hashing. In case you already have the hashed information in your warehouse select No.

More information about facebook customer information parameters and hashing requirements can be found here

Event Field Mapping

Facebook conversion api events fields are classified into 4 groups in the mapping page.

  1. Server Event Parameters

    event_name and event_time are mandatory. action_source is also a required field, you can skip it if provided in the sync settings section.

    fb server mapping

  2. Customer Information Parameters

    The customer information parameters are a set of user identifiers you share alongside your event information. Facebook use this for customer matching purposes only. Castled hashes this info before sending to Facebook. You must provide a mapping for at least one of this parameter when creating the pipeline.

    fb cutomer mapping

  3. Custom Data Parameters

    Use these parameters to send additional data for ads delivery optimization. There are a bunch of predefined custom data parameters.

    fb custom data mapping

  4. User Defined Custom Properties

    If you want to send any parameters in addition to the custom data parameters, you can use this section. A new custom property will be created corresponding to the name you provide.

    fb custom property

More details about these fields and their types can be found in the Facebook conversion api paramaters doc.