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Meta Conversion API

Set up Meta Conversion Tracking in TickX IQ using the Meta Conversions API to improve attribution and ad performance.

This article will guide you through how to set up your conversion tracking for Meta (Facebook, Instagram, Threads etc)

What is the Meta Conversion Tracking?

Tracking uses the Meta Conversions API to allow TickX to send order confirmations directly to Meta, which can be used in the same way as standard tracking events, but without any cross channel tracking challenges or cookie blockers.

Any events that have also been fired by the browser pixel are de-duped by Meta, but using the Meta Conversions API gives advertisers and agencies a belt and braces approach to Meta tracking. 

You can find more about the advantages of server side tracking and how it works here. 

Integration Set-Up

  1. Go to TickX IQ > Integrations Hub > Meta Conversion API
  2. Add Integration Details
  3. Add Pixel ID
    • Log in to your Facebook Business Manager
    • Open Business Settings > Select Business > Data Sources > Pixels
    • Your Pixel ID will be in parentheses under the name of your pixel
  4. Add Access Token
    • Go to Meta Business Manager→ Events Manager → Data Sources > Pixels
    • Select the Pixel you want Conversions API events to be sent to
    • Under Settings, scroll down to Conversions API and click "Generate access token"
    • Copy Access Token → add this into Token field in TickX IQ

Testing your set-up

It will take about an hour for any Conversions API events to start pulling through to Meta. Once you've given it some time you can check it's working by:

  1. Go to Facebook Business → Events Manager → Data Sources
  2. Find the Pixel you want Conversions API events to be sent to
  3. On the Overview tab scroll down until you see the Purchase event

4. Click it and then click the "View Details" button

5. The Event Overview tab should shows the events coming from the Conversions API

The number highlighted in red is the Purchase events that would have been missed without the Conversions API being installed.

In Meta (Facebook), the consistent property used to prevent duplication between the pixel and API conversion is the Event ID (event_id).

Data Triggered in the Conversion API

Here is a list of all of the data sent through within the Conversion API event:

Customer Information:
- First and last name
- Email address
- Phone number
- City, state/region, zip/postal code, and country
- IP address and browser information
- Facebook tracking identifiers (fbp, fbc)
Purchase Details:
- Order amount and currency
- Order ID/reference number
- Purchase date and time
- Confirmation page URL
Event Information:
- Event type: "Purchase"
- Source: Website