Facebook Conversions API Quick Start Guide

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

• Supports HIPAA mode

• Supports forwarding from the Google Tag Manager Integration

• Refer to this destination as Facebook Conversions API in the Integrations object

  • If you've configured multiple Pixel IDs, you can choose a specific one by suffixing the Pixel ID, such as: Facebook Conversions API::0123456789012345. You can retrieve this value from the Facebook Conversions API configuration page for the Pixel ID of interest.

When no suffix is specified, all configured Pixel IDs are selected for inclusion / exclusion.

• Connection Modes:

	Client-side	Server-side
Web
Mobile
Server

Getting Started

What You'll Need

1. Your Facebook Pixel ID and Access Token

2. Conversion events configured in your Freshpaint account

3. The Freshpaint Autotrack script tag installed on your site

To set up the Facebook Conversions API with Freshpaint, first follow these steps:

1. Go to the Facebook Conversions API configuration page in Freshpaint and click "Configure".

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. To use the Facebook Conversions API, you'll need to generate an access token. Copy this value into your Freshpaint Facebook Conversions API destination:

   

You have successfully set up the Facebook Conversions API destination in Freshpaint!

If you are using this integration to map Freshpaint events to Facebook Standard Events, see the Reference Guide here for more details.

Healthcare companies may be restricted from using lower-funnel Standard Events due to recent Meta changes. We recommend using custom events with generic naming (e.g., "Event1", "Event2"). See the Custom Events section for details.

If you are a HIPAA account, you will need to add event properties to the allowlist. If you are not a HIPAA account, you can skip this step.

1. Go to the Facebook Conversions API configuration page in Freshpaint.

2. You should see a message indicating that required properties are not allowed. Click "Configure" next to "Required Properties".

   

   Configuring required properties for Facebook Conversions API

3. Facebook requires that you send the User Agent from the browser where the event was performed for each event. After your organization's legal/compliance team approves this, check the box next to "User Agent" and click "Confirm".

   
4. Returning to the Facebook Conversions API configuration page, click "Configure" next to "Recommended Properties".

   
5. Freshpaint recommends sending the following additional properties to facebook. After your organization's legal/compliance team approves this, check the box next to "$fbclid", and the box next to "action_source", and click "Confirm". $fbclid: When a user clicks on your ad on Facebook, the url sometimes includes a fbclid query parameter. Freshpaint captures this click ID from the url and sends the value as the Facebook Ad Click ID to help improve ad matching scores.

Allow Freshpaint to send the facebook click id, action source, facebook browser id, and facebook event name to Facebook

1. You've now allowed all the basic properties for Facebook Conversions API. Your destination should now look like this:

With HIPAA Mode enabled, the url value will be redacted by default because it may contain PHI. For example, if the URL of the event is https://example.com/heart-conditions#treatments?user=alice then Freshpaint will send https://example.com/url-redacted-by-freshpaint

If you add the Built-in Url to your allowlist, the url will not be redacted.

That's it! Now all you need to do to send an event to Facebook Conversions API is enable the destination on your Freshpaint event definitions:

Navigate to your Freshpaint event, and toggle the destination on to enable the event to be sent to the Facebook destination.

If you've configured multiple Facebook pixels, you'll need to toggle each pixel individually for each Freshpaint event.

If you're using Google Tag Manager to send data to Facebook, and you have multiple pixel IDs enabled, you'll need to specify which pixel ID(s) you'd like to enable the event for in the event tag.

Confirm and validate conversions in Events Manager

To make sure that Freshpaint is connected to your Facebook Pixel, navigate to your Events Manager.

Events may take a few minutes to appear in your Facebook Events manager overview.