Conversion API integration

To enable Taglayer to send event data to Facebook via Conversion API, you’ll need to follow a few initial steps. Please see the instructions below to get started.

PIXEL ID

The Conversion API (capi) is designed to complement or replace the Pixel in environments where client-side tracking might be limited or restricted (due to ad blockers or privacy settings).

The conversion API requires the pixel ID for consolidating data from both client- as server-side tracking. This is to avoid reduntant event data for consistent audience building.

To retrieve the Pixel ID, please provide the URL of your website where the Pixel is installed. If the Pixel is not installed on your website, you can enter the ID manually.

FB Pixel ID

API access token

Next what we’ll need is an access token in order to send a request to the API. You can do this in the Facebook Events Manager.

  1. Choose which Pixel you want to implement.
  2. Go to Setting tab.
  3. Find the section Conversions API > Set up manually, click on the Generate access token link and follow the instructions pop-up.

The Generate access token link is only visible to users with developer privileges for the business. The link is hidden from other users.

After completing the setup with Facebook, please copy the newly generated token and paste it into the input field provided.

FB Capi access token

Sending events

Once the Conversion API integration is enabled, you can start utilizing the Conversion API stage to send event data directly to Facebook’s API within a Journey.

Submitting event data to the Conversion API

When sending these events, we also transmit visitor data that has been captured through conversions, clicks, visits, and other interactions.

Important: Before sending data to the Conversion API, it’s crucial to ensure that the visitor has completed a conversion. This allows Facebook to use the provided data, such as names, emails, or phone numbers, to refine sales and marketing targets more effectively.

To achieve this, we recommend the following:

  1. Send events after a Converted or Submit stage: Ensure that visitor data has been captured before transmitting an event to the Conversion API.
  2. Use an audience filter to target known visitors within a journey: By pre-filtering your audience at the start of the journey, you can ensure that only visitors with captured data are sent to the Conversion API.
Journey sending to Conversion API with ensured captured data

Adopting these practices will improve your marketing strategies by ensuring that you’re targeting the right users and actions.