Freshpaint
Search…
⌃K
Links

Facebook Conversions API

The Facebook Conversions API allows advertisers to send events directly to Facebook via a server-side connection.
Server-side events are sent to Facebook via the Facebook Conversions API (formerly known as Facebook Server-Side API). The Facebook Conversions API enables you to measure events that may not happen in the browser, improve accuracy by tracking events both in the browser and on the server, and more.

Destination Info

  • Accepts Track calls
  • Connection Modes:
Client-side
Server-side
Web
Mobile
Server

Getting Started

To set up the Facebook Conversions API integration, follow the following steps:
  1. 1.
    Go to the Facebook configuration page in Freshpaint and click "Configure".
  2. 2.
    In Facebook, go to Events Manager > Data Sources and find your Pixel ID and copy this value into your Freshpaint Facebook Conversions API destination:
  3. 3.
    To use the Facebook Conversions API, you'll need to generate an access token. Copy this value into your Freshpaint Facebook Conversions API destination:
That's it! You have successfully set up the Facebook Conversions API destination. Enable this destination for events you'd like to send.

Events

When you send an event to Facebook from Freshpaint, Freshpaint will create an event in Facebook by hitting Facebook's event API endpoint at: https://graph.facebook.com/{API_VERSION}/{PIXEL_ID}/events?access_token={TOKEN}.

Standard Facebook Events

See below for a complete list of Facebook standard events, the Freshpaint event definitions they are mapped to, and the available properties that can be sent in with each event. All properties are optional unless otherwise noted as "Required".
Facebook Event
Freshpaint Event Definition
Available Facebook Properties
AddToCart
AddToCart
content_ids, content_name, content_type, contents, currency, value
product added
added product
AddToWishlist
AddToWishlist
content_name, content_category, content_ids, contents, currency, value
AddPaymentInfo
AddPaymentInfo
content_category, content_ids, contents, currency, value
CustomizeProduct
CustomizeProduct
Contact
Contact
CompleteRegistration
CompleteRegistration
content_name, currency, status, value
Donate
Donate
InitiateCheckout
InitiateCheckout
content_category, content_ids, contents, currency, num_items, value
checkout started
started checkout
Lead
Lead
content_category, content_name, currency, value
Purchase
Purchase
Required: value, currency Optional: content_ids, content_name, content_type, contents, num_items
Schedule
Schedule
Search
Search
content_category, content_ids, contents, currency, search_string, value
products searched
searched products
StartTrial
StartTrial
value, currency, predicted_ltv
SubmitApplication
SubmitApplication
Subscribe
Subscribe
value, currency, predicted_ltv
ViewContent
ViewContent
content_ids, content_category, content_name, content_type, contents, currency, value
product list viewed
viewed product list
product category viewed
viewed product category
product viewed
viewed product
Facebook Events are case-sensitive
Any of the space-delimited names above are case-insensitive and may be alternatively delimited by an underscore or no separation. For example, "product added" can also be expressed as:
  • Product_added
  • productAdded
These non-Facebook-specific names can be useful when sending to multiple destinations, such as Facebook Conversion API and TikTok Ads, without requiring a Rename Transformation for one or both destinations.

Required Server Event Parameters

Parameters are JSON-formatted objects that you can include when tracking standard and custom events. They allow you to provide additional information about your users and their actions.
Facebook requires every event sent to the Conversions API to have an action_source parameter describing where the event came from. If action_source is "website" (the default value), then the user_agent and url properties are also required (these correspond to the client_user_agent and event_source_url properties described in facebook's documentation).

Action Source

action_source is set to "website" by default for server-side events. action_source should be included under properties on track events.
Action source value
Description
website
Conversion was made on your website.
email
Conversion happened over email.
phone_call
Conversion was made over the phone.
chat
Conversion was made via a messaging app, SMS, or online messaging feature.
physical_store
Conversion was made in person at your physical store.
system_generated
Conversion happened automatically, for example, a subscription renewal that’s set on auto-pay each month.
other
Conversion happened in a way that is not listed.

Client User Agent

client_user_agent is set by including the user_agent property on track events. The value should be the user agent of the browser where the event occurred.

Event Source URL

event_source_url is captured automatically for web events, but must be manually added by including the url property on server track events. The value should be the browser URL where the event occurred.

Additional Parameters

When you send user actions to Facebook, Facebook will attempt to match those actions to a particular Facebook user. In most cases, you'll want to send additional user traits and Facebook parameters to improve the number of the events that are matched to a Facebook user. See Facebook's documentation on all of the parameters that Facebook Conversions API accepts.

User Traits

User traits you can include in the event props to improve match rate include:
  • email
  • phone
  • last_name
  • first_name
  • ip_address
  • user_agent

Facebook Parameters

You should include the fbp and fbc parameters found on the browser whenever possible.
The fbp parameter can be found in the _fbp cookie, and the fbc parameter can be found in either the _fbc cookie or the fbclid query parameter. See Facebook's documentation for more information.

Configuration Options

Transformations

Converting Freshpaint Events Into Facebook Standard Events

Freshpaint events can be converted into one of Facebook's standard events. A popular use case would be to convert an existing conversion event into Facebook's Purchase event. The Conversions API creates a connection between your first-party customer data and the Meta systems that optimize ad targeting and help measure the results of your advertising efforts.
In the example below, we are going to transform an existing "Test Event" into one of Facebook's standard Purchase events.
To get started, create a new Transformation and select Standard Event. Next, select the existing Freshpaint event you want to transform and the destination you want to send it to:
Then, select the "Purchase" event from the list of standard mappings and click "Save" to go to the following step:
Some of Facebook's standard events requires a certain set of properties.
In the case of the Purchase event, your existing Freshpaint event will need the following event properties:
  • value (amount of the conversion)
  • currency (USD, CAD, etc)
For this transformation, you'll see that the event will be sent to Facebook named as "Purchase" while converting the value property type into a number and sending the currency property value in all uppercase characters as required by Facebook.
If a currency property isn't sent with your conversion event and all of your conversions are in a single currency type such as USD, you can add a new transformation rule to send USD as a constant property for your conversion event:
As new instances of "Test Event" occur, the transformation would then send them to the Facebook Conversions API destination as standard Purchase events.
If a currency property isn't sent with your conversion event and all of your conversions are in a single currency type such as USD, you can add a new transformation rule to send USD as a constant property for your conversion event:
As new instances of "Test Event" occur, the transformation would then send them to the Facebook Conversions API destination as standard Purchase events.
Finally, visit your Facebook Events Manager account and navigate to the Overview tab and confirm the Purchase event is in the list:
Note: events may take a few minutes to populate in this view.

Configuring Facebook Pixel and Facebook Conversions API

There are a few different ways to implement conversion tracking with Freshpaint's Facebook Conversions API integration. It can complement tracking with your Facebook Pixel, or you can use it as a standalone integration. The option that's best for you depends on your specific goals with the Facebook Conversions API.
The following options are available:

Sending the same events from both browser and server

By sending the same events from both the browser and the server, you can improve the accuracy of browser events by providing redundancy. Events that previously would've been lost (e.g. due to the Facebook Pixel being blocked or network errors) can still be captured using the Conversions API.

Matching

For this approach to work best, the same external_id should be sent from both the browser and server. This can be done by enabling the "Use UserId or Anonymous Id as External Id" setting in the Facebook Pixel destination. By doing this, Freshpaint will use the User ID or Anonymous ID as the external_id both on the browser and for the Conversions API, enabling Facebook to better match users.
You can also improve the match rate by including the additional parameters listed above.

Deduplication

When the same event is sent from both the browser and the server, the events must be deduplicated to avoid having the same event counted twice. For events to be deduplicated, event names must be the same, and the server event must arrive after the client event. In this case, the server event is discarded. If the server events is received first, no deduplication occurs.
For Facebook to deduplicate events correctly, the recommended "Use UserId or Anonymous Id as External Id" setting must be enabled, or the fbp parameter must be included in server-side events.

Sending different events from browser and server

This approach is best when you have events that can't be captured in the browser, such as a separate payment system. This approach is also ideal when you want to include sensitive data that shouldn't be sent to the browser.

Matching

For this approach to work best, the same external_id should be sent from both the browser and server. This can be done by enabling the "Use UserId or Anonymous Id as External Id" setting in the Facebook Pixel destination. By doing this, Freshpaint will use the User ID or Anonymous ID as the external_id both on the browser and for the Conversions API, enabling Facebook to better match users.
You can also improve the match rate by including the additional parameters listed above.

Deduplication

In this approach, different events are sent from the browser and the server, so no deduplication is necessary.

Only sending events from server

This approach is best if you don't want to load the Facebook Pixel on your site, or if you want more control over what gets sent to Facebook.

Matching

When using just the Facebook Conversions API without including many properties normally collected in the browser, the match rate will likely be lower than if they were included.
The match rate can be improved by including the additional parameters listed above.

Deduplication

In this approach, different events are sent from the browser and the server, so no deduplication is necessary.