Setting Up Facebook Conversions API

With Workflows, you can add Facebook Conversion event actions in automation to send conversion data back to Facebook without anyone being cookied by a Facebook pixel.


Why Even Set Up Conversions API?

With the increasing number of ad blockers and Apple’s iOS 14 updates, more people are opting out of tracking. This means that the Facebook pixel is unable to track and accurately report conversion events, such as when someone joins your email list or makes a purchase. However, with the Conversions API, you can bypass these limitations and send conversion events back to Facebook with a simple setup.


How to Set Up a Funnel Event Pixel for Facebook Conversion API and Set up The Facebook Conversions API Inside of a Workflow

Please login to your Facebook account, then go to business.facebook.com.

Setting Up the Facebook Conversion API Action


1. Access Facebook Business Settings

  • Log into your Facebook account.
  • Navigate to business.facebook.com.

2. Create a Data Set

  • Click on 'Settings' at the bottom.
  • Scroll down to 'Data Sources' on the left.
  • Click on the '+' button to add a new data set.
  • Name your data set and click 'Create'.

3. Connect Assets to Data Set

  • Click on 'Connected Assets'.
  • Select your ad account and click 'Add'.

4. Assign People to Data Set

  • Click on 'People' and then 'Assign People'.
  • Select a user and toggle on 'Full Control'.

5. Set Up Meta Pixel

  • Click on 'Events Manager'.
  • If no pixel is set up, click 'Set Up Meta Pixel'.
  • Choose 'Manually add pixel code to website'.

6. Copy Base Pixel Code

  • Copy the base pixel code provided by Facebook.
  • Paste it into a Google Doc for reference.

7. Add Pixel Code to Funnel or Website

  • Paste the base pixel code into the head tracking section of your funnel or website.

8. Optional: Add Pixel Code to Specific Funnel Step

  • Click on the tracking code icon in the funnel builder.
  • Paste the pixel code in the head tracking section of a specific funnel step.

9. Set Up Automatic Advanced Matching

  • Choose which customer information to match with Facebook (e.g., email, phone number).

10. Set Up Conversion API

  • Click 'Setup Conversions API'.
  • Choose 'Set up manually' and click 'Next'.
  • Select 'Conversion API' and click 'Start'.

11. Select Events to Track

  • Choose the events you want to track (e.g., complete registration, initiate checkout).

12. Generate Access Token

  • Choose to set up with or without data set quality API.
  • Generate the access token and copy it.

13. Create Custom Values for Easy Access

  • Go to 'Settings' in FG Funnels and create custom values for your data set ID and access token.

14. Create a Workflow for Form Submissions

  • Create a new workflow triggered by form submissions.
  • Set up the Facebook Conversion API action in the workflow.

15. Clone Workflow for Different Events

  • Clone the workflow to create a new one for different events (e.g., purchases).
  • Adjust triggers and actions as needed.

FAQs:

Q: Which "Event Details Parameters" do we need to use?

  1. Event Source URL

Q: Which "Customer Information Parameters" can we use?

  1. First Name
  2. Last Name
  3. Email Address
  4. Client IP address - do not hash
  5. Client user agent - do not hash
  6. Click ID (fbc) cookie – do not hash
  7. Browser ID (fbp) cookie – do not hash

Q: How do I test my funnel to make sure the pixel is on the funnel page correctly?


Q: Which initial Workflow Triggers can I use the FB Conversions event with?

The Facebook Conversions API action only works with the following initial workflow triggers:

  1. For Funnel Events in Facebook conversion API action, you can use the following triggers:
    1. Form Submitted
    2. Survey Submitted
    3. Order Submitted
    4. Order Form Submission
    5. Customer Booked Appointment

  1. For Lead Events in Facebook conversion API action, you can use the following triggers:
    1. Facebook Lead Form Submission
    2. Pipeline Stage Change (This will work if your contact is coming from a Facebook lead form)

Q: What should the "Facebook Conversions API" action step "Event Type" be set to?

1) The Facebook Conversion API must be set as a "Funnel Event" when you are sending data from your FG Funnels subaccount to Facebook, using any of the workflow triggers listed below:

    1. Form Submitted
    2. Survey Submitted
    3. Order Submitted
    4. Order Form Submission
    5. Customer Booked Appointment

2) The Facebook Conversion API must be set as a "Lead Event" when you are sending data from your FG Funnels subaccount to Facebook, using any of the workflow triggers listed below:

    1. Facebook Lead Form Submission
    2. Pipeline Stage Change (This will only work if your contact is coming from a Facebook lead form).

Q: Can I use custom values for the Access Token and Pixel ID?

Yes, custom values will work in those fields.


Q: Why isn't the {{order.total_price}} custom value working with the "Order Form Submission" trigger?

The {{order.total_price}} custom value only works with the Order Submitted trigger because it relies on a completed payment. It will not work with an "Order Form Submission" workflow trigger, as that trigger fires before payment is processed, so the order amount is not finalized yet.


Q: Why don't I see test events in Facebook Business Manager?

If you don't see a test conversion, check the Diagnostics tab for any errors. A common issue we've seen is when FB has blocked the domain, so check Settings > Scroll to the bottom to "Domains In Your Allow List," where you can approve the domain


Q: Does the 'Test Workflow' button work with testing FB conversions?

Yes.


Q: Why is Facebook reporting the conversion as "Custom Event" when I selected "Lead"?

This happens when you send test data (we're not sure why Facebook does this), but it will show "Lead" when you run a live conversion. 


Q: Can I use the offline events with trigger names like 'Call', 'opportunity change status', 'tag', etc. with Facebook Conversion API action?

Yes, it is possible to do so and we will be using the last possible pixel data to send this event. Basically, if the FBCLID id is found, the data will be sent to conversion API. It can be best explained by the following examples:


  • Example 1:
    • A contact is created via a Facebook lead ad form submission; thus, the first attribution source will be Paid Social (Facebook). If you use the "Facebook Lead Form Submitted" workflow trigger, the contact will have a FBCLID and the workflow will send data to the Conversion API (CAPI).

    • Additional Behavior - After some time, if that contact is converted to an opportunity by using the add/update opportunity trigger, you could use the opportunity status workflow trigger to send data to the Conversion API because this contact, who submitted your Facebook lead ad form, will pass the FBCLID.

  • Example 2:

    • A contact is created via a Google ad, organic Google search, or direct traffic; thus, the first attribution source will be Paid Search (Google) or Direct Traffic. If, after some time, the contact interacts with a Facebook form and submits it, the latest attribution will be Paid Social (Facebook), and the contact will have an FBCLID. If you create a workflow and you use the "Facebook Lead Form Submitted" workflow trigger and the "Facebook Conversion API" action step, the workflow will send the data to the Conversion API with the FBCLID.


    • Additional Behavior: After some time, if that contact is converted to an opportunity by using the "add/update opportunity" workflow trigger, you could use the opportunity status workflow trigger to send data to the Conversion API because this contact, who submitted your Facebook lead ad form, will pass the FBCLID.