Facebook (Meta) Conversions API Integration – How To Set Up

Attributing conversions to Meta (Facebook) Ads is a common task, however doing it with sufficient precision is hard. Sales might happen in a payment system or  a CRM, or, when they happen online, customer might not come back to the website, so tracking with Meta Pixel or GTM JavaScript produces substandard results. Able solves this problem with its server-side conversion tracking and Meta (Facebook) Conversions API integration.

In order for Facebook (Meta) Conversions API to operate correctly, it's essential to utilize both back-end data (such as customer name, phone, and email sent by general-purpose integration platforms) and front-end data (like browser ID cookie sent by server-side GTM). By using Able CDP to combine both click identifier stored in a customer database from the initial visit with personal details entered by the customer, you can significantly improve the accuracy of transaction matching, potentially capturing and reporting in Ads Manager 90%+ of conversions, even if they happen offline or when Pixel cookies aren't available.

Able CDP Conversions API integration is extremely robust. It records and sends click identifier to the Conversions API even when cookies or Meta Pixel aren't available. Read more about how it does it on Meta website.

In a typical integration scenario, fbclid parameter of the initial page view is first associated with website-specific visitor identifier, and then, once a lead or a sign-up form is submitted, associates personal information details such as e-mail with the visitor. Which allows to determine the originating click id for all subsequent conversions of this customer, ensuring Ads Manager recognizes the conversion even when it happens offline or Pixel cookies aren't available.

All of this happens in Able Customer Data Platform automatically, provided Able is used to track Facebook ad click conversions to leads.

Once a purchase is attributed to the visitor, Able sends the following data to the Meta (Facebook) Conversions API:

1. Facebook Customer Identifiers. This includes the original ad click id (fbclid), when available, as well as browser id (fbp).
2. Advanced Match Parameters. Customer email, phone, name and address help Facebook to attribute sales when a click id parameter isn't available or inconclusive.

It's important to note that when both Meta (Facebook) Pixel and Meta (Facebook) Conversions API are used to send events to Facebook, then if deduplication is used, Facebook may ignore additional data sent via the Conversions API and only use Meta (Facebook) Pixel data to attribute event ("we generally prefer the event that is received first", source).

Able improves Meta server-side tracking by sending both Meta (Facebook) Pixel browser data, click identifier determined from first-party data, as well as additional customer details for matching in the same Conversions API event, allowing Meta (Facebook) to use all available details to attribute event correctly. This allows Able to significantly improve percentage of attributed conversions, compared to standard Meta (Facebook) Pixel installation and Conversions API integration used together with deduplications.

When using Able, events that are already sent to Meta (Facebook) using Able Conversions API integration shouldn't be sent from Pixel to ensure Meta (Facebook) always uses the most complete version of the event for attribution, as well as to prevent a risk of duplicates appearing in Ads Manager.