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Fundamentals
CONVERSIONS API FOR WEB EVENTS
CO N V E R S I O N S API FOR WE B E V E N TS

The typical customer path to conversion

spans devices and channels

FAC E B O O K S E AR C H I N S TAG R AM D I S PLAY AD FAC E B O O K CONVERSION

Home PC Work PC
CO N V E R S I O N S API FOR WE B E V E N TS

Reach people no matter which channel they use

App Events
A small number of people use
all three channels, and are your most Website
engaged customers
Events
In-store
Events

Some people visit your website,

didn’t buy online,
but bought in-store
C O N V E R S I O N S API FO R WE B E V E N TS

Meta Business Tools

Meta Pixel Meta SDK Offline Conversions

Conversions API for Conversions API for Conversions API for

Web Events App Events Offline Events
C O N V E R S I O N S API FO R WE B E V E N TS

How data fuels advertising is changing

Policies are giving people People are choosing to Platforms are removing
more options to limit how opt-out of receiving ads identity and grouping the
their data is shared with on websites data shared with businesses
businesses

And as a result, the picture of the customer journey is no longer complete

Common challenges with web
browsers

CONNECTIVITY LOADING
ISSUES ERRORS

Larger industry changes

WEB BROWSERS ARE BLOCKING

THIRD-PARTY COOKIES BY DEFAULT
CO N V E R S I O N S API FOR WE B E V E N TS

What is the Conversions

Advertiser’s

API for Web Events?

Meta Server
Thank You Page
Facebook Ad Advertiser

Pi xel
X Conversion

Web Browser

1st Party Cookie

Advertiser.com

The Conversions API is a Meta Business Tool that creates a

direct connection between your marketing 3rd Party Cookie
Facebook.com

data and the Meta systems.

Advertiser’s Server
This helps you to use your own
marketing data to optimize ad
targeting, decrease cost per action and more accurately Conversions API
measure campaign outcomes while respecting people’s
choices on how their data
is used.
CONVERSIONS API

A path to best-in-class data-driven

marketing to help businesses

Improve Gain access to privacy-

Increase ad focused innovations
measurement
performance and controls
capabilities
C O N V E R S I O N S API FO R WE B E V E N TS

The Conversions API has

proven to be a path to
best-in-class, data-driven
marketing.

13%
cost per result improvement

Source: Based on 28 global A/B experiments of direct, partner or Conversions API

Gateway integrations between May to August 2022.
Legal and data
protection overview
CONVER SIONS A PI: UNDER STA NDING OUR TER MS

Meta terms for sharing data using

our business tools
EVERY BUSINESS MUST AGREE TO META BUSINESS TOOLS AND
STATE-SPECIFIC TERMS THAT:

Define how businesses choose to use features and the information shared

Require businesses to provide their users with appropriate transparency and control
and to obtain consent in jurisdictions where it’s legally required

Describe additional obligations for sensitive information

Incorporate supplemental terms regarding data processing and transfer

Meta Business Tools Terms https://www.facebook.com/legal/terms/businesstools

State-Specific Terms: https://www.facebook.com/legal/terms/state-specific
CONVER SIONS A PI: HONOR ING META ’S PR IVA CY FEA TUR ES

Conversions API is designed to honor

Meta’s privacy features
O F F -FACE BO O K ACTI VE DATA
ACTI VI TY F I LTE RI NG

People can see and Meta will automatically

disconnect information remove certain types of
that other websites and potentially sensitive data
CO NSUME R CO NTRO L S
apps share. before they are stored.
Our tools are designed to help businesses share data with Meta in a
way that honors their customers’ choices. While Meta may receive
consumer data from advertisers, our systems are designed to honor:

• Device level opt-out

Want to learn more about the information we receive and
• Website consent choices how it’s used?
• Privacy controls
See our data policy at
https://www.facebook.com/about/privacy
CONVER SIONS A PI: LEGA L A ND DA TA PR OTECTION OVER VIEW

We define two broad categories of data

CONTACT INFORMATION EVENT DATA

Name Email Phone Website Product App installs

visits purchase
CONVER SIONS A PI: LEGA L A ND DA TA PR OTECTION OVER VIEW

We define five broad categories of data use

CONTACT INFORMATION EVENT DATA

Matching Analytics Targeting Delivering Ad delivery

measurement ads messages Personalization
Improvement
Security
CONVER SIONS A PI: LEGA L A ND DA TA PR OTECTION OVER VIEW

We implement a range of measures

CONTACT INFORMATION

Data Server Hashing Deletion

controls security
C ONVE R SIONS A PI: U NDE R STA ND THE DIFFE R E NC E BE TWE E N E NC R YPTION A N D HA SHING

Encryption and Decryption • Encryption uses a “Key” to encrypt and

decrypt the data.
Encryption & Decryption
• Hashing is one-way and cannot be
Encryption
“de-hashed”.
Example: “myEncryptionKey”

Decryption
Plain text Encrypted text • To guarantee the privacy
Example: “name@domain.com” Example: “qWA9ToyXRSrTuEjwlZ1L8jcU19oOiUNt” and security of the contact
information, Meta uses the hashing
methodology.
Hashing
• It exists different types of
Hash Function (SHA-256)
hash functions in the industry, Meta
uses a secure hashing algorithm called
Plain text De-Hash Function
Hashed text ‘SHA-256’, which is commonly used in
sensitive industries such as online
Example1: “name@domain.com” Example1:
Example2: “NAME@domain.com” “34d31be18022626de6b311d6a76e791176d2691b6eef406f524d banking.
8f56364c187a”
Example2:
“b4fbb7781246c9944ddba75e0d1c53608956bffc4470d89fd
05270a11e4c12ed”
CONVER SIONS A PI: HOW DOES THE MA TCHING PR OCESS WOR K WITH CONTA CT INFOR MA TION?

Meta’s server Advertiser’s server

Contact Information from Meta Apply Data Select what Contact Information
Hashed data
users/accounts Hashing to send via Conversions API
is pre-hashed (SHA-256 on lower case
(Based on lower case characters) SSL characters)

Meta’s server 3,678 Matches

Meta Ad Account

All matched and unmatched

hashes from the advertiser-side Attribute conversions
Deleted are discarded (within 48 hours) Matched users are added to Conversions
after the process completes Report
Different types of integration
C ONVE R SIONS A PI: DIFFE R E NT TYPE S OF INTE GR A TION
Which integration method is right for me?
PARTNER
Get support from over 50 Meta Business
Partners including Shopify, WooCommerce,
Google Tag Manager, Salesforce and others.
DIRECT
Customize your Conversions API
integration by setting it up yourself via
direct access to your server’s codebase.
GATEWAY
(SINGLE ACCOUNT)
Connect your Meta pixel to a cloud-based
server that seamlessly shares web events
with Meta (no coding is required).
The account is owned either by the
advertiser or by the agency.
GATEWAY
(MULTIPLE ACCOUNTS)
Connect your Meta pixel to a cloud-based
server that seamlessly shares web events
with Meta (no coding is required).
The agency owns a global accounts which
will enable them to lead the CAPI gateway
integration on behalf of multiple
advertisers.
CONVER SIONS A PI:
DIFFE R E NT TYPE S OF INTE GR A TION

CUSTOMER DATA PLATFORMS AND COMMERCE AND WEBSITE ATTRIBUTION

TAG MANAGERS PLATFORMS PLATFORMS

Apptrian Cafe24 Eulerian

mParticle MakeShop
Segment WordPress CALL CENTER
Tealium 91app INTELLIGENCE

Partner solutions Emarsys EasyStore Invoca

UrbanBuz Imweb
Here are some of the solutions partners Google Tag Manager Pixelyoursite Gabia MARKETING
recommended for businesses who can help OpenCart TECHNOLOGY
with Conversions API. SYSTEM WooCommerce Adobe
INTEGRATORS Shopify Hubspot
LeadsBridge ShopLine Salesforce
Find out how to implement Conversions API
Integromat Magento
with our partners here:
Zapier Wix
https://www.facebook.com/business/help/26
BigCommerce
0370078559247
CONVER SIONS A PI:
DIFFE R E NT TYPE S OF INTE GR A TION

BENEFITS WHO IS THIS FOR?

• More control over data When clients or agencies have developer

• Custom set-ups resources that build and maintain digital
infrastructure, including web developers,
solutions engineers and data management.

Direct integration They prefer to maintain higher control and

Direct allows you to customize your
Conversions API integration by setting it up
yourself. While this method is at no cost
(excluding internal developer cost), setup can
take multiple weeks.
Find out more:
https://developers.facebook.com/docs/mark
eting-api/conversions-api
ability to customize the event data they
send to Meta.
Direct integration of Conversions API may be
a good option as it allows developer teams
to plan and implement the API directly to
their infrastructure and customize the
customer information parameters used to
support their campaigns.
CONVER SIONS A PI:
DIFFE R E NT TYPE S OF INTE GR A TION

BENEFITS WHO IS THIS FOR?

• Speed Conversions API Gateway is an ideal solution

Conversions API • Cost efficient

• Low technical lift
for businesses that:

• Are not yet connected with Conversions

Gateway • Low maintenance cost API due to technical resources and/or

cost constraints
Conversions API Gateway is a self-service configuration option in Events • Do not currently work with a supported
Manager that you can select in order to complete the Conversions API
integration quickly and easily, without a third-party partner integration or Conversions API partner
developer resources - with no coding needed.
• Already use the Meta pixel
WHAT’S A CLOUD SERVER?
A cloud server is a virtual server that runs in a cloud computing system. • Spend more than US$2,000 per month on
It’s an internet-based infrastructure that hosts applications and
information storage, instead of using a computer's hard drive.
Meta campaigns that optimize toward
web events
Find out more: https://developers.facebook.com/docs/marketing -
api/conversions-api/guides/gateway/setup • Can use Amazon Web Services (a cloud-
based server provider)
CONVER SIONS A PI:
DIFFE R E NT TYPE S OF INTE GR A TION

TWO WAYS TO INTEGRATE:

Conversions API
Gateway
Conversions API Gateway for a Conversions API Gateway for
single account multiple accounts
Help to drive client’s ad performance by
implementing the Conversions API Gateway quickly, Serves one or more instances of the Meta
Serves one or more serves one or more
easily and without developer resources. Pixels of one or more business IDs
instances of the Meta Pixels
of the same business ID
CONVER SIONS A PI:
DIFFE R E NT TYPE S OF INTE GR A TION

CRM & Other non-web Conversions

Today, the Conversions API Gateway supports web events only
• Automatic deduplication between Pixel and the Conversions API

• Supports all web events deployed by the Meta Pixel

• Conversions API Gateway does not conflict with a direct Conversions API
integration for non-web use cases
• CRM / Subscription Conversions API implementations can be done alongside Gateway
• You can use Gateway to simplify Conversions API for web events, and use your own or other integrations for
these use cases in a hybrid approach
CONVERSIONS API GATEWAY – SINGLE ACCOUNT

Conversions API Gateway –

Single Account (business)

Pixel 1
Meta Pixel
Business ID Pixel 2 endpoint

Pixel N Conversions
API AWS Conversions API
Gateway endpoint
CONVERSIONS API GATEWAY – SINGLE ACCOUNT

Conversions API Gateway

Single Account limitations

Pixel 1

Meta Pixel
Business ID Pixel 2 endpoint

Pixel N Conversions
API AWS Conversions API
Gateway endpoint

Business ID 2 Pixel
CONVERSIONS API GATEWAY – MULTIPLE ACCOUNTS

Conversions API Gateway –

Multiple Accounts
Pixel 1
Business ID
Pixel N
Meta Pixel
endpoint

Business ID 2 Pixel Conversions Conversions API

API AWS endpoint
Gateway

Business ID N Pixel

Enables the connections of many Meta Pixels, managed by different Business IDs that can belong to the same or different Advertisers.

Each Business has a dedicated and private Gateway UI (dashboard). A business does not have access to the Gateway data of another business.
• CONVERSIONS API GATEWAY – MULTIPLE ACCOUNTS

Conversions API Gateway Multiple Accounts is ideal

for

Agencies Global clients

that want to offer Conversions API that have their (many) Meta Pixels
Gateway as a service split in different Business Managers
CAPI Gateway Single
Account:
Implementation
Prerequisites
• Business account

• Meta pixel ID under that business account

• Events Manager Admin access (partial access won’t work)

• All website domains

• DNS Provider access (required to configure your sub-
domain)

• Amazon Web Services admin access

C ONVE R SIONS A PI: DIFFE R E NT TYPE S OF INTE GR A TION

Cost and setup

Conversions API Gateway
Direct integration Partner integration
Single Account Multiple Accounts

For agencies: Free (only AWS cost)

Cost* Free (after cost of AWS instance) Free (excluding internal developer cost) Depends on the partner
For advertisers: Agencies to decide

Few minutes (most of the heavy lifting

Time to build 1 to 4 hours 2 to 4 weeks Depends on the partner
done or hand held by the agency)

Marketer (with some technical expertise, Marketer (with some technical expertise,
Resource required Developer Depends on the partner
or IT support recommended) or IT support recommended)

Will auto-update with client consent

None to Minimal (agencies will be
Maintenance and updates whenever an updated version becomes Requires manual updates Depends on the partner
maintaining the updates)
available (requires >v1.0.8)

Requires infrastructure necessary

Requires signing up for AWS account, Depends on the agency (requires signing
Other setup requirements to pass events from client to Depends on the partner
deploying and operating an AWS server up for AWS account)
server

*The only cost of the Conversions API Gateway are the associated Amazon Web Services fees.
C ONVE R SIONS A PI: DIFFE R E NT TYPE S OF INTE GR A TION

Data usage and privacy

Conversions API Gateway
Direct integration Partner integration
Single Account Multiple Accounts

Web events, app, offline events, chat, system

Event sources supported Web events Depends on the partner
generated, others

Event selection The events shared through the Meta pixel are also shared through the
Configurable Depends on the partner
(which events you can send) Conversions API Gateway

Parameter selection and

transformation The parameters shared through the Meta pixel are also shared through the
Configurable Depends on the partner
(which customer details you send Conversions API Gateway
for each event)

Third-party involvement Amazon Web Services None Partner

Server or server instance Advertiser or Agency owns Amazon Agency owns Amazon Web Depends on the partner
Advertiser
ownership Web Services server instance Services server instance (but usually the partner)

Automatic (based on web event setup, including Advanced Matching PII data collection must be done manually
Hashed PII collection Depends on the partner
supported as per web pixel settings) and sent with events

Third-party cookie dependency No No No

No, provided adequate customer parameters

First-party cookie dependency Yes Depends on the partner
are sent
C ONVE R SIONS A PI: DIFFE R E NT TYPE S OF INTE GR A TION

Product support
Conversions API Gateway
Direct integration Partner integration
Single Account Multiple Accounts

Lift measurement Yes Yes Yes

Lead quality optimization No Yes Depends on the partner

Private lift measurement beta Yes No No


SAISON Automobile and Fire Insurance
Co., Ltd.
“Otona no Jidosha Hoken”
SAISON Automobile and Fire Insurance Co., Ltd., which sells “Otona no Jidosha Hoken
[Insurance for Adult’s Cars]” car insurance online, implemented Conversions API (direct
integration) with the support of Dentsu Digital Inc., and linked purchasing information from its
servers directly to their campaign without having to use a web browser, thereby enabling the
company to send more events.
When comparing the performance of their campaign that uses just the Web pixel and one that
uses both CAPI and the Web pixel, the latter outperformed* the former with the results below.
(During the delivery period)
Lower CPA Number of
-14% +16% conversion
events sent
“We implemented this solution as a high priority for our company, as we needed an alternative to
conventional measurement. As a result, we were pleased to see an increase in conversions in terms
of performance. We look forward to continuing trying out new measurement solutions with Meta in
the future.”
- Miho Kurokawa, Marketing Line, Business Promotion Department, SAISON Automobile and Fire
Insurance Co., Ltd.
“We noticed that not only featured app measurement, but also some events, including web events,
were already missing, which affected ad delivery. Being able to support Conversions API is urgent—
not just for the future, but also as a current way of measuring campaigns performance. ”
- Sohei Mitani, Solutions Strategy Department, Dentsu Digital Inc.
*Estimated probability that the same result will be obtained when re-testing under the same conditions: 89%
Methodology: Using AB test, period of 3/8/21 to 4/3/21

Connecting the Conversions
API in Minutes
The leading pizza oven company, Ooni, wanted to maximize the data they connect to Meta
for targeting, optimization and measurement by implementing the Conversions API.
However, Ooni was blocked by technical challenges and the large engineering lift required
for a Conversions API direct integration.
Ooni used the Conversions API Gateway to simplify and accelerate the Conversions API
onboarding process. This codeless, self-service solution enabled a much faster and cost-
efficient Conversions API setup compared to a traditional direct integration, which could
take weeks to complete.
1 hour
Implementation via the Conversions API Gateway
“With the support of our Meta solutions engineer,
implementing the Conversions API Gateway onto our
ecommerce ecosystem was able to be deployed without any
changes to the site code or input from our development team.
Meta’s engineering team were extremely helpful in guiding us
through the deployment & post-implementation of the
Conversions API, allowing us to save a ton of resources
compared to building in-house. By implementing the API
alongside the existing Pixel, we now have more confidence in
the reliability of our conversion data & reporting.”
Max Wooton
Digital Analytics Manager, Ooni Pizza Ovens
Client-supplied ad campaign metrics are individualized. Others' experiences and results
achieved will vary.
Boosting client ad performance
through data reliability "Offering a quick and easy Conversion API integration has
allowed us
"Offering (JVWEB)
a quick and to improve
easy customer
Conversion satisfaction
API integration
Founded in 2004, JVWEB is a leading digital marketing agency serving clients in France and through better performance on Meta platforms.
has allowed us (JVWEB) to improve customer
Europe. JVWEB treats client problems, such as the depreciation of third-party cookies, as their
own. Understanding that advertisers would lose the ability to target ads to customers on Meta satisfaction throughfrom
It's a differentiator better
ourperformance
competitorson Meta
that allows us
technologies and optimize campaigns on Meta, JVWEB took a proactive approach and platforms.
to attract new customers and upsell.”
positioned themselves as a strategic partner to their clients by building a Conversions API
Gateway for multiple accounts. It's a differentiator
JONATHAN VIDOR from our competitors that allows us
This move positioned JVWEB as one of the first agencies to offer the Conversions API in France
to attract new customers and upsell.”
CEO, JVWEB
and, as a result, added a new revenue stream for their business. Now JVWEB’s clients can
onboard to the Conversions API and take advantage of its performance benefits, such as a 13% Jonathan Vidor
decrease in cost per result. CEO, JVWEB

€11,000
New revenue through onboarding 10 clients to the
Conversions API Gateway in just 3 months
Optimizing onboarding to provide
value to clients quickly
Space & Time is a UK-based independent agency focused on client-led growth
marketing. They wanted to expand their services to other industries, attract new
“The Conversions API Gateway implementation has proved a
clients and add more value to their clients. When they realized that the ads seamless procedure that allowed us to onboard a sizeable
ecosystem was changing with the projected depreciation of third-party cookies, they chunk of our clients, working with them to leverage their first-
saw an opportunity to help their clients prepare for these changes while also
improving their campaign performance.
party data in a way which had always proved more difficult
with traditional Conversions API implementation.
Space & Time now offers the Conversions API Gateway for multiple accounts as a
service. For the agency, this provides a commercial opportunity in adding a new
revenue stream for the Conversions API setup and maintenance while also
It afforded us an additional means of adding value for our
differentiating itself from competition. For Space & Time’s clients, they can onboard clients, while delivering improvements in performance and
to the Conversions API quickly and efficiently and take advantage of its performance offering a point of competitive differentiation at pitches.”
benefits such as a 13% decrease in CPA*.
BRUCE TISSINGTON, PAID SOCIAL LEAD, SPACE & TIME

Space & Time’s Conversions API Gateway pricing model:

£500 £100
Setup fee for the Conversions Monthly maintenance fee for the
API Gateway Conversions API Gateway
CONVER SIONS A PI: WHA T INTEGR A TION IS R IGHT FOR MY CLIENT

Does your client work with a CAPI partner?

(Shopify, WooCommerce, BigCommerce, Google Tag Manager,
Tealium, Salesforce, etc.)

Yes No

PARTNER Does your client have developer/engineer resources?

Yes No

DIRECT GATEWAY
Good for clients: who are already working with a (SINGLE ACCOUNT or MULTIPLE ACCOUNTS)

CAPI Partner

Agency involvement: LOW / MID

• Agency role: Advisor or Facilitator
• Connect with the client’s partner to drive CAPI
Good for clients: with tech resources and who want
implementation on behalf of the client OR guide
more control and customization Good for clients: with limited tech resources and
the client on how to implement CAPI themselves
who can use cloud-based services (e.g., Amazon
with their partner (share the partner’s
Agency involvement: HIGH (then MID) Web Services)
documentation on CAPI implementation)
• Agency role: Integrator
• Cost: Depends on the partner
• Lead the entire implementation process on-behalf Agency involvement: MID
of or with the clients (writing codes required) • Agency role: Integrator
Meta involvement: LOW
• Cost: Free (or depends on the agency) • Agency to select eligible clients
• Technical support provided by the partner
• Cost: Free (after AWS fees)
• Meta can support on testing
Meta involvement: MID
• Meta can support on technical consultation when Meta involvement: HIGH (then MID)
needed • Meta can provide support on CAPI Gateway
• Meta can support on testing implementation
• Meta can support on testing
Optimizing the Conversions API Setup
How to optimize your Conversions API setup
4 Conversions API best practices:

Event Match
Redundancy Deduplication Data freshness
Quality (EMQ)

01 02 03 04
Redundant setup: 90% or Deduplicate your events: at EMQ Rating: “Good” or “Great” Reduce delay:
higher least 80% EMQ Score: >5 0 min – real time
C ONVE R SIONS A PI: OPTIMIZING THE C ONVE R SIONS A PI SE TU P

01

What is a
redundant setup?
We recommend implementing Conversions API in
addition to the Meta pixel.
We call this a redundant setup, as you will need to
share the same events using both tools.
C ONVE R SIONS A PI: OPTIMIZING THE C ONVE R SIONS A PI SE TU P

Global Large Advertisers with

the Meta Pixel who set up the
Why is it important? Conversions API saw, on
Events shared through the Meta Pixel should also be average
shared through the Conversions API.

+19%
Additional Attributed
Purchase Events 1

1Based on analysis of >1K global large advertisers with direct, Conversions API Gateway or partner integrations
(partner integrations only included if >1000 integrations exist) between 2022-01-01 and 2022-03-31 with criteria of at
least 50 server and browser events, EMQ score > 5, server coverage of > 90% (but no higher than 300% to eliminate
outliers)

Source: Meta case study

C ONVER SIONS A PI: OPTIMIZING THE C ONVER SIONS A PI SETU P

How to check your

redundant setup
Go to Events Manager > Data Sources > select your pixel ID >
Overview tab > then under the Connection Method column >
you’ll see “Browser”, “Server” or “Browser + Server”

Then click on your Event > View Details > Event Overview tab

If you’re sharing more events through your Pixel than through

the Conversions API, update your Conversions API setup to
share the same events as you do using the pixel.

Best Practice
For the most reliable data connection, we
recommend using a “browser + server” connection
method for all events (ideally, at least 90%)

Examples: Illustration purposes only

C ONVE R SIONS A PI: OPTIMIZING THE C ONVE R SIONS A PI SE TU P

02

What is
deduplication?
Deduplication is when we keep only one
of the redundant events that are being
sent from both the pixel and the
Conversions API.
C ONVE R SIONS A PI: OPTIMIZING THE C ONVE R SIONS A PI SE TU P

Why is it important?
If purchase events are not deduplicated, you might
see two purchases show up in your reporting
making your measurement inaccurate.
 C ONVER SIONS A PI: OPTIMIZING THE C ONVER SIONS A PI SETU P
How to setup events
deduplication
Requirements:
When you share the same events using the Meta pixel and
the Conversions API, ensure that both events use the
identical event name and that each event uses a unique
eventID/event_id, or a combination of external_id and fbp.
If the eventID parameter is not already sent via the Meta
pixel, you will need to modify/add it to your pixel event
code.
This parameter will need to be sent via Conversion API as
well (event_id) but only for Direct or Partner integrations
(it is not required for CAPI Gateway as it is done
automatically)
More details: https://www.facebook.com/business/help/823677331451951?id=1205376682832142
Standard website action Standard Event + Parameter Codes
Search is made fbq('track', 'Search', {content_category: 'Shoes'}, {eventID: '12345'});
Items added to wishlist fbq('track', 'AddToWishlist', {content_category: 'Iceland'}, {eventID: '12345'});
Purchase is made fbq('track', 'Purchase', {value: 50.00, currency: 'USD'}, {eventID: 'ord678'});
Content is viewed fbq('track', 'ViewContent', {}, {eventID: '12345'});
Comments:
• eventID parameter for the Meta pixel is the 4th parameter in the fbq track call.
• Please note that this parameter is called “evendID” when sent from the Pixel versus
“event_id” when sent from your Server when using CAPI.
• An order number or transaction ID are two potential identifiers that can be used for eventID
(above in red). For other events without an intrinsic ID number, a random number or a
timestamp can be used instead (above in green).
• The value sent in “eventID" from the Meta pixel must match the value sent in “event_id” from
your Server when using Conversions API.
C ONVER SIONS A PI: OPTIMIZING THE C ONVER SIONS A PI SETU P

How to check the

deduplication
Go to Events Manager > Data Sources > Your Pixel > View Details >
Event Deduplication tab > Deduplication Keys

The lower portion of the Event Deduplication window displays:

Deduplication Key % (per connection method):

• The higher the percentage, the better
• We recommend sending Deduplication Keys for all of your
events (ideally 100%)

Overlap %
• Overlap represents the percentage of Deduplication Keys
received using both Pixel and Conversions API

Best Practice
We recommend an overlap of at least 80%

Example: Illustration purposes only

Learn more: https://developers.facebook.com/docs/marketing-api/conversions-api/deduplicate-pixel-and-server-events/

C ONVE R SIONS A PI: OPTIMIZING THE C ONVE R SIONS A PI SE TU P

03

What is Event Match

Quality?
Event match quality indicates how effective
the customer information parameters sent
with your server event may be at matching
the event to a Meta account.
C ONVE R SIONS A PI: OPTIMIZING THE C ONVE R SIONS A PI SE TU P

Why is it important?
Matched events help you deliver your ads to people
who are most likely to take the action you care
about.
Better match quality means events are more likely to
match to a Meta account which can help you see
more conversions and lower your cost per result.

+33%
in incremental
+82%
in incremental Subscribe
Runnning shoes
Running shoes
Purchase events events.
$140.00

Source: The Meta analysis is based on the Global Conversion API based Lift studies (with 90+% confidence)
ran between 2022-02-05 to 2022-05-03 with different levels of EMQ scores. The difference in
incrementality share was observed between an EMQ score of 5.0 to 7.0 for advertisers who are passing
purchase events with Conversions API, as well as for advertisers who are passing subscription events with
Conversions API
C ONVE R SIONS A PI: OPTIMIZING THE C ONVE R SIONS A PI SE TU P

How to check your EMQ

Rating & Guidance
When you share server events using the Conversions API, you can see
the Event Match Quality (EMQ) for each event in Events Manager >
Select the pixel ID > Click on the Event that you want to see details for >
Select the Event Matching tab

To help better assess the EMQ and actions that can be taken, we are
using a qualitative rating for each Event that uses values such as Poor,
Okay, Good, and Great.

Best Practices
• Aim for a ‘Good’ or ‘Great’ EMQ rating.
• Use the ‘Recommendation’ section to understand how to Example: Illustration purposes only
improve your EMQ.
• Use the ‘Rating breakdown’ to have a more granular view
with an EMQ score.
C ONVER SIONS A PI: OPTIMIZING THE C ONVER SIONS A PI SETU P

How to check your

EMQ Score
The event’s EMQ score (out of 10) indicates how effective its
customer information may be at matching it to a Meta account.

Having a high EMQ score can help decrease your cost per action.

Best Practices
• An EMQ score of >5 is required to use Conversions Lift
Studies

• A score of >6 or above is considered best practice

Example: Illustration purposes only

 C ONVER SIONS A PI: OPTIMIZING THE C ONVER SIONS A PI SETU P User Data Format Priority

Email Hashing required (SHA-256). Highest

Trim any leading and trailing spaces. Convert all characters to lowercase.

Client IP address Do not hash. High

How to increase your

Must be a valid IPV4 or IPV6 address. IPV6 is preferable over IPV4 for IPV6-enabled users. No
spaces should be included.

Client user agent Do not hash. High

The user agent for the browser corresponding to the event. The client_user_agent is required

EMQ
for website events shared using the Conversions API.

Phone number Hashing required (SHA-256). High

Digits only including country code and area code

Facebook Login ID Do not hash. Medium

The ID issued by Facebook when a person first logs into an instance of an app. This is also
known as App-Scoped ID.
Prioritize customer information parameters that are
Other Contact Hashing required (SHA-256). Medium
most likely to improve match quality. Information Lowercase caracters.

(In addition to hashed email and phone parameters, contact information that you can send
includes hashed parameters for: gender, date of birth, last name, first name, town/city,
country/state, postcode/zip, country)

External ID Hashing required (SHA-256). Medium

Any unique ID from the advertiser, such as loyalty membership ID, user ID, and external cookie
Best Practice for Conversions API ID.
Gateway:
Browser ID Do not hash. Low
The Facebook browser ID value is stored in the _fbp browser cookie under your domain.
Enabling ‘Advanced Matching’ + ‘Events
Enhancement’ on your Meta Pixel can help Click ID Do not hash. Low
maximize the performance. The Facebook click ID value is stored in the _fbc browser cookie under your domain.

Lead ID Do not hash. Low

The ID associated with a lead generated by Facebook's Lead Ads.

Subscription ID Do not hash. Low

The subscription ID for the user in this transaction; it is similar to the order ID for an individual
More details: https://www.facebook.com/business/help/765081237991954
and https://developers.facebook.com/docs/marketing-api/conversions-api/parameters/customer-information-parameters
product.
C ONVE R SIONS A PI: OPTIMIZING THE C ONVE R SIONS A PI SE TU P

04

What is data freshness?

Data freshness means that you share your events
in real time or as close to real time as possible.

Delay is the average amount of time that passes

between the time when the action happens and when
it’s sent to Meta.
C ONVE R SIONS A PI: OPTIMIZING THE C ONVE R SIONS A PI SE TU P

Why is it important?
Thanks for your order!
The sooner you share events with Meta, the better the
Ground coffee delivery
ad delivery system can evaluate how likely a person is subscription
$36.00
to take your desired action after seeing your ad.

It will help you:

See the results of an ad campaign closer to real time in

Meta Ads Manager.

Update your audiences closer to real time.

Run ads that are better optimized for ad delivery.

C ONVER SIONS A PI: OPTIMIZING THE C ONVER SIONS A PI SETU P

How to check the

data freshness
The delay between the time each event was shared
with Meta versus the time it actually occurred is
important for how effectively our system learns and
optimizes delivery for your campaign.

Go to Events Manager > Data Sources > Your Pixel >

View Details >Data Freshness

Example: Illustration purposes only

Best Practice
We recommend as close to Real Time
as possible (i.e., 0 minute and no longer than 7
days).
How to optimize your Conversions API setup
4 Conversions API best practices:

Event Match
Redundancy Deduplication Data freshness
Quality (EMQ)

01 02 03 04
Redundant setup: 90% or Deduplicate your events: at EMQ Rating: “Good” or “Great” Reduce delay:
higher least 80% EMQ Score: >5 0 min – real time
C ONVER SIONS A PI: OPTIMIZING THE C ONVER SIONS A PI SETU P

Additional Attributed Conversions: understand the business benefits of

using the Conversions API alongside the Meta pixel

How we calculate additional attributed conversions:

• Conversions from the last 28 days.
• Conversions that can be attributed to ad sets that are connected to the Conversions API
or the Meta pixel event. This metric uses conversions from both the Conversions API
and Meta pixel to calculate how many additional conversions were attributed by using
the Conversions API alongside the Meta pixel.
• Conversion counts that may be reported after processing events.

How to view additional attributed conversions:

1. Go to Events Manager.
2. Click the Data sources tab on the left side of the page.
3. Select the name and ID of your data.
4. Scroll down to the table that shows your events.
5. Click on an event to expand it. The additional attributed conversions percentage is in
the top-left corner.

Additional resources:
• How to interpret additional attributed conversions
• How to troubleshoot reasons why your additional attributed conversions results are Example: Illustration purposes only
not available
CONVER SIONS A PI: WHA T’S NEXT? HOW TO GET STA R TED TODA Y

Next steps
1. Understand what integration method is right for your client:
use the decision tree to understand how to get started

2. Here are some resources you can share with your technology,
analytics and legal teams:

• Conversions API: Legal and Data Protection Overview

• Partner integration

• Direct integration: Technical information for Developers

• Conversions API Gateway: Single Account

• Conversions API Gateway for Multiple Accounts: please

reach out to your Meta representative to know more!
Deciding what data
to share
CONVER SIONS A PI: DECIDING WHA T DA TA TO SHA R E

What data How you

you share share it
Enroll legal counsel and data security teams to: Include marketing technology and ad operations
stakeholders to:
• Review Meta Business Terms
• Understand how you identify your customers • Assess technical support needs
• Choose an integration method
• Clarify your objectives and the outcomes that matter most to
your business
CONVER SIONS A PI: DECIDING WHA T DA TA TO SHA R E

DATA-DRI VE N MARK E TI NG
Deciding what data PRIVACY CHOICES AND
POLICY O BJ E CTI VE S

to share

Responsible data handling practices Known customer information

Regulatory obligations and consent Optimization model

Meta Business Terms Key performance indicators

CONVER SIONS A PI: DECIDING WHA T DA TA TO SHA R E

Help people Non-technical definition of data

type sand usage

understand In-context explanations of how

one’s data is used

how their In-context explanations hand-in-

hand with ability to control

information is
used Make education part of Explain for all levels of Provide choice
the experience digital literacy and control
Making educational information Relating data sharing effects directly Creating a content strategy for data
accessible in line with your site’s to the choice in your UI establishes education that appears hand-in-hand
content to keep the main experience clear expectations. with user privacy choices and consent
undisturbed. flow.
C ONVER SIONS A PI: SHA R ING DA TA R ESPONSIBLY

Know what Understand Obtain lawful Be aware of

data you how it’s used permissions sensitive
collect information
Take inventory of all the Be sure that you understand how Obtain the proper lawful Be aware of any potentially
information that comes in and your customer information is permissions and any necessary sensitive information that may
out of your systems. acquired, used and stored. consents before you share any be shared using Meta Business
information with a third party. Tools, including information
stored in URL parameters and
custom events.
CONVER SIONS A PI: UNDER STA NDING OUR TER MS

Meta terms for sharing data using

our business tools
EVERY BUSINESS MUST AGREE TO META BUSINESS TOOLS AND
STATE-SPECIFIC TERMS THAT:

Define how businesses choose to use features and the information shared

Require businesses to provide their users with appropriate transparency and control
and to obtain consent in jurisdictions where it’s legally required

Describe additional obligations for sensitive information

Incorporate supplemental terms regarding data processing and transfer

Meta Business Tools Terms https://www.facebook.com/legal/terms/businesstools

State-Specific Terms: https://www.facebook.com/legal/terms/state-specific
CONVER SIONS A PI: HONOR ING META ’S PR IVA CY FEA TUR ES

Conversions API is designed to honor

Meta’s privacy features
O F F -FACE BO O K ACTI VE DATA
ACTI VI TY F I LTE RI NG

People can see and Meta will automatically

disconnect information remove certain types of
that other websites and potentially sensitive data
CO NSUME R CO NTRO L S
apps share. before they are stored.
Our tools are designed to help businesses share data with Meta in a
way that honors their customers’ choices. While Meta may receive
consumer data from advertisers, our systems are designed to honor:

• Device level opt-out

Want to learn more about the information we receive and
• Website consent choices how it’s used?
• Privacy controls
See our data policy at
https://www.facebook.com/about/privacy
Integration via Google Tag
Manager
Prerequisites

• Admin access to Events Manager

• Admin access to Google Tag Manager

• Ability to use GA4

• Create Google Tag Manager Server Container

Steps Lucky Shrub
Sponsored

1. Setup Server Container

• Official template
• Trigger
• Tag Shop now

• (Optional) DNS setup

2. Setup Web Container

• Event ID variable
• Update Pixel events
• Configure GA4 events

3. Test the setup

1. Setup Server Container
1. SETUP SER VER CONTA INER
1

Template
1. Navigate to Templates and click “Search
Gallery” next to the “Tag Templates” 2
section

2. Choose “Conversions API Tag” (by

facebookincubator) and click “Add to
Workplace”
1. SETUP SER VER CONTA INER

Trigger
1. Navigate to Triggers and click
“New”
2
2. Choose “Custom” as the trigger
type and click “Save”

Note: if you would like to limit what events

can be sent to the Conversions API, choose
“Some Events” within the “This trigger fires
on” section and specify their names
1. SETUP SER VER CONTA INER

Tag
1. Navigate to Tags, click “New” and
choose the “Conversions API Tag”
template we added to the Workplace
in the very first step

2. Provide Meta Pixel ID and the API

Access Token and click “Save” 2

3. Add the trigger you have created in the

previous step
1. SETUP SER VER CONTA INER

Blue headphones

(Optional) DNS Setup

Using Google Tag Manager server-side integration for
sending events via Conversions API does not require
custom domain setup.
However, if you would like to configure it, please see
the official Google guidelines.
2. Setup Web Container
2. SETUP WEB CONTA INER

Container ID Variable

1. Navigate to Variables and click

“Configure” within the “Built-In 1
Variables” section and tick the
“Container ID” checkbox

Note: the Container ID variable will be later used

by another variable, hence, required to be
configured.
 2. SETUP WEB CONTA INER

Event ID Variable
1. Navigate to Variables, click “New”
within the “User-Defined Variables”
1
section and choose “Custom
JavaScript” as variable type
2. Copy and paste the JavaScript code
below:

function() {

var gtmData = window.google_tag_manager[{{Container

2
ID}}].dataLayer.get('gtm');

return gtmData.start + '.' + gtmData.uniqueEventId;

}
2. SETUP WEB CONTA INER

Update Meta Pixel Tags

(Custom HTML)
1. Navigate to Tags, find all instances of
Meta Pixel events and update the code
by adding Event ID. See example below:

1
<script>
fbq('track', 'AddToCart',
{content_ids: [1]}, {eventID: {{Event
ID}}});

</script>

Note: eventID goes within the 4th argument of the

function
2. SETUP WEB CONTA INER

Update Meta Pixel Tags

(Template)

1. Navigate to Tags, find all instances of

Meta Pixel event tags and add the Event 1
ID variable you created earlier to the
“Event ID” field within the “More
Settings” section. 1
 2. SETUP WEB CONTA INER
1

GA4 Configuration
1. Navigate to Tags, click “New” and choose “Google
Analytics: GA4 Configuration” tag type
a. Provide Measurement ID
b. Untick “Send page view event”
checkbox
c. Tick “Send to server container“
d. Provide “Server Container URL”
(navigate to Server Container and click
on the Container ID on the top right,
then copy Default URL)
2. Select appropriate trigger to ensure the tag fires
before any other GA4 tag on the page. We
recommend “Initialization” or “Consent
Initialization” triggers

Note #1: feel free to reuse the existing GA4 Configuration

Tag, but it is recommended to have a separate one for
Conversions API integration. 2
Note #2: you may want to include “HistoryChange” trigger
if working with single-page applications.
 2. SETUP WEB CONTA INER
1

Configure GA4 Events

Now, for every Meta Pixel event you have to
create a dedicated GA4 event so they are sent to
the Conversions API.

1. Navigate to a Pixel event Tag, click on 3

dots and choose “Copy” from the
dropdown menu

2. Change the Tag type to the “Google

Analytics: GA4 Event”

2
 2. SETUP WEB CONTA INER

3
Configure GA4 Events
3. Provide event details:
a. Select Configuration Tag
b. Provide event name
c. Provide event custom data
parameters
d. Provide user parameters
Important: to enable the collection
of user parameters set
`first_party_collection` to equal
true.
e. Add event_id
2. SETUP WEB CONTA INER
Supported GA4 event names

GA4 event name Standard Meta Pixel event name

equivalent

Event Name add_payment_info AddPaymentInfo

add_to_cart AddToCart
Conversions API integration via Google Tag
add_to_wishlist AddToWishlist
Manager follows Google guidelines. Thus,
promoting recommended GA4 naming for the page_view PageView
most common web events. Those GA4 event purchase Purchase
names will be converted to the Meta Pixel
search Search
event names before sending to Conversions
API. begin_checkout InitiateCheckout

For example: generate_lead Lead

add_to_cart → AddToCart view_item ViewContent

view_item → ViewContent sign_up CompleteRegistration

Note: you can still use standard Meta Pixel

event names. In this case, they will be sent as it
is. Note: you can still use standard Meta Pixel event names. In this case, they will be sent as it is.
 2. SETUP WEB CONTA INER
Supported custom data parameters
Custom Data Parameters
Make sure to reflect the same set of custom
data parameters when sending GA4 Event, that
you already sending via Meta Pixel.
For example, if you send currency and value for
Meta Pixel Purchase event, you should add
currency and the value to the GA4 Event as
well.
See the list of the available custom data
parameters on the right.
Note: these are the only parameters that are
currently available.
Custom data parameter Description
currency Required for purchase events.
The currency for the value specified, if applicable.
Currency must be a valid ISO 4217 three-digit
currency code.
value Required for purchase events.
A numeric value associated with this event. This could
be a monetary value or a value in some other metric.
search_term Search term
transaction_id The order_id for a transaction as a string.
Recommended to be used in the Purchase events.
items Google alternative for Mata `contents` parameter. A
list of JSON objects that contain the product IDs
associated with the event plus information about the
products.
Available fields: id, quantity, item_price,
delivery_category
x-fb-cd-contents Same as `items`. A list of JSON objects that contain
the product IDs associated with the event plus
information about the products.
Available fields: id, quantity, item_price,
delivery_category
 2. SETUP WEB CONTA INER
Supported custom data parameters
x-fb-cd-content_category The category of the content associated with the event.
E.g. “grocery”

x-fb-cd-content_name The name of the page or product associated with the

event.

Custom Data Parameters x-fb-cd-content_type Should be set to product or product_group

x-fb-cd-content_ids The content IDs associated with the event, such as

Make sure to reflect the same set of custom data product SKUs for items in an AddToCart event. If
parameters when sending GA4 Event, that you content_type is a product, then your content IDs must
be an array with a single string value. Otherwise, this
already sending via Meta Pixel. array can contain any number of string values.

For example, if you send currency and value for

Meta Pixel Purchase event, you should add x-fb-cd-num_items Use only with InitiateCheckout events.
The number of items that a user tries to buy during
currency and the value to the GA4 Event as well. checkout.

See the list of the available custom data x-fb-cd-predicted_ltv The predicted lifetime value of a conversion event.
parameters on the right. Use only with CompleteRegistration events.
x-fb-cd-status
The status of the registration event as a string.

x-fb-cd-delivery_category Optional for purchase events.

Note: these are the only parameters that are Type of delivery for a purchase event. Supported
currently available. values are:

- in_store — Customer needs to enter the store to

get the purchased product.
- curbside — Customer picks up their order by
driving to a store and waiting inside their vehicle.
- home_delivery — Purchase is delivered to the
customer's home.
 2. SETUP WEB CONTA INER
Supported user parameters

User parameter Description

user_data.email_address Email address. Trim any leading and trailing spaces.
Convert all characters to lowercase.
User Parameters Remove symbols, letters, and any leading zeros.
user_data.phone_number
Phone numbers must include a country code to be
To help improve event match quality send user used for matching (e.g., the number 1 must precede a
parameters with the GA4 Events. Please see the phone number in the United States). Always include
the country code as part of your customers' phone
list of the available user parameters on the right. numbers, even if all of your data is from the same
country.

user_data.addressData.first_name Using Roman alphabet a-z characters is

Note: no need to update your Meta Pixel setup - recommended. Lowercase only with no punctuation. If
it will be enough to send those parameters with using special characters, the text must be encoded in
UTF-8 format.
GA4 Events only.
user_data.addressData.last_name Using Roman alphabet a-z characters is
recommended. Lowercase only with no punctuation. If
using special characters, the text must be encoded in
UTF-8 format.

user_data.addressData.city Using Roman alphabet a-z characters is

recommended. Lowercase only with no punctuation,
no special characters, and no spaces. If using special
characters, the text must be encoded in UTF-8 format.

user_data.addressData.region Use the 2-character ANSI abbreviation code in

lowercase. Normalize states outside the U.S. in
lowercase with no punctuation, no special characters,
and no spaces.
 2. SETUP WEB CONTA INER
Supported user parameters
User Parameters
To help improve event match quality send user
parameters with the GA4 Events. Please see the
list of the available user parameters on the
right.
Note: no need to update your Meta Pixel setup
- it will be enough to send those parameters
with GA4 Events only.
user_data.addressData.postal_code
user_data.addressData.country
x-fb-ud-ge
x-fb-ud-db
x-fb-ud-external_id
x-fb-ud-subscription_id
Use lowercase with no spaces and no dash. Use only
the first 5 digits for U.S. zip codes. Use the area,
district, and sector format for the UK.
Use the lowercase, 2-letter country codes in ISO
3166-1 alpha-2.
Important Note: Always include your customers'
countries’ even if all of your country codes are from
the same country. We match on a global scale, and
this simple step helps us match as many people as
possible from your list.
Gender. f for female, m for male
We accept the YYYYMMDD format accommodating a
range of month, day and year combinations, with or
without punctuation.
Year: Use the YYYY format from 1900 to current year.
Month: Use the MM format: 01 to 12.
Date: Use the DD format: 01 to 31.
Any unique ID from the advertiser, such as loyalty
membership IDs, user IDs, and external cookie IDs.
The subscription ID
 2. SETUP WEB CONTA INER
Supported user parameters

You can override ip address, user agent, fbp and fbc parameters by providing them within the GA4 event as shown below:

User Parameters ip_override Manual entry for the IP address

To help improve event match quality send user user_agent Manual entry for the browser user_agent
parameters with the GA4 Events. Please see the Manual entry for Browser ID (fbp)
x-fb-ck-fbp
list of the available user parameters on the right.
x-fb-ck-fbc Manual entry for Click ID (fbc)

Note: no need to update your Meta Pixel setup -

it will be enough to send those parameters with
GA4 Events only.
3. Test the setup
 3. TEST THE SETUP

Inspect Web Container Tags

1. Navigate to the Web Container and click 1
“Preview” and connect to the website by
clicking “Connect” button

2. Perform an action on your website and

preview Tags firing

2
 3. TEST THE SETUP

Inspect Web Container Tags

3. Examine whether the Meta Pixel Tag have
Event ID and the custom parameters you
set to be sent with the event.

4. Check if corresponding GA4 Event has the

Event ID, custom and user parameters you
set to be sent with the event.

4
 3. TEST THE SETUP

Inspect Server Container Tags

1. Navigate to the Server Container and click
“Preview” - it will open a new tab with the
server tag inspector.

2. Interact with your website and check if the

server tags appear in the Preview tab and if the
mark Succeeded or Fail.

Click on the Tag tile, then Outgoing HTTP

request. This will open more details to inspect
the Conversions API event details.

2
 3. TEST THE SETUP
Succeeded

Inspect Server Container Tags

• If Succeeded, check whether `event_id`,
custom data parameters and the user
parameters you expect to be sent with the
event are all present and correct. Fail
Important to check if the `event_id` of the
Conversions API event is matching the one sent with
Meta Pixel.

• If Fail, follow the instructions from the error

message within the Response Body to correct
the error.
Recap Lucky Shrub
Sponsored

1. Setup Server Container

• Official template
• Trigger
• Tag Shop now

• (Optional) DNS setup

2. Setup Web Container

• Event ID variable
• Update Pixel events
• Configure GA4 events

3. Test the setup

Appendix:
Additional details about Conversions API
Gateway
 A PPENDIX: A DDITIONA L DETA ILS A BOU T C ONVER SIONS A PI GA TEWA Y

advertiser.com
Meta Pixel
endpoint

Conversions API Conversions

API
Gateway
AWS
GCP beta
Azure beta
Conversions API
endpoint
Pixel

Gateway
• Conversions API Gateway is a self-service Automatically collected by the Pixel, no need for setup!
configuration option in Events Manager that you Connection parameters client_user_agent, action_source, event_source_url,
client_ip_address
can select in order to complete the Conversions
API integration quickly and easily—without a third-
party partner integration or developer resources— Automatically generated by the Pixel, no need for setup!
Deduplication parameter
event_id
with no coding needed.

Automatically collected by the Pixel: fbp and fbc parameters from

Customer Information Parameters _fbp and _fbc cookie values.
(SHA-256 only
Advanced Matching must be correctly setup in the Pixel. EMQ > 6
when required)
with Email, Phone Number and other customer information.
A PPENDIX: A DDITIONA L DETA ILS A BOU T C ONVER SIONS A PI GA TEWA Y

Establish a more reliable connection

CO NNE CT Y O UR DATA USI NG THE CO NVE RSI O NS API GATE WAY

Interacts with
Advertiser’s Website
[in browser] Sends Pixel events to
Visitor
[browser connection]
Meta JavaScript Pixel Pixel endpoint

Sends Pixel events to

Serving website
[first party domain connection]

Meta
Https://advertiser.com Https://advertiser.com
Https://analytics.advertiser.com

Conversions API events to

[server]
Conversions API Endpoint

Display & configure Events Manager

Website servers Conversions API Gateway [automatically - using Cloud service]
Advertiser’s infrastructure Hosted on a Cloud service
A PPENDIX: A DDITIONA L DETA ILS A BOU T C ONVER SIONS A PI GA TEWA Y

Key Components of the Conversions

API Gateway
ME TA PI X E L

• Sends web events to both Meta and the Conversion API Gateway

CO NVE RSI O NS API GATE WAY

• Receives events from the Meta Pixel and sends them to Meta via Conversions API

• Has an Admin UI component to maintain and monitor the integration

APPE N D I X :
AD D I TI O N AL D E TAI LS AB OU T CON V E R S I ON S API G ATE WAY

Amazon Web Services (AWS)

Requirement
HO W DO Y O U SE T UP AWS?

If you do not have an AWS account, you can create one by following this
guide.
Amazon Web Services (AWS)
Requirement
WHAT K I ND O F AWS PARTNE RSHI P DO Y O U NE E D?

• AWS offers Basic (free) and paid support plans. Chose the support plan
that fits your business needs

• A Compute Savings Plans can help to reduce your AWS costs

A PPENDIX:
A DDITIONA L DETA ILS A BOU T C ONVER SIONS A PI GA TEWA Y

Amazon Web Services (AWS)

Requirement
SE TUP RE CO MME NDATI O NS

• EC2 instance can be selected as T3.large or T3.Xlarge and 50gb EBS

• For cost estimation, please use the AWS cost calculator

Optimizing the Conversions API
Gateway Setup
A PPENDIX: OPTIMIZING THE C ONVER SIONS A PI GA TEWA Y SETU P

Optimizing the Conversions

API Gateway
WHAT I S E VE NT MATCH QUAL I TY (E MQ)?

• When you share server events using the Conversions API Gateway, you can
see the Event Match Quality (EMQ) for each event in Events Manager.

• An event’s EMQ score (out of 10) indicates how effective its customer
information may be at matching it to a Meta account.

• By default, the Conversions API Gateway shares IP Address, User Agent &
Facebook first party cookies fbp + fbc.

Best Practice
• Having a high EMQ score can help decrease your cost
per action.

• An EMQ score of >5 is required to use Conversions Lift

Studies with a score of >6 or above being considered
best practice

Example: Illustration purposes only

A PPENDIX: OPTIMIZING THE C ONVER SIONS A PI GA TEWA Y SETU P

Boost your EMQ scores by implementing advanced matching:

User Data Parameter Format Example

Best Practice Email em Unhashed lowercase or hashed SHA-256 jsmith@example.com or

Enabling Advanced Matching on your Meta Pixel 6e3913852f512d76acff15d1e402c7502a
can help maximize the performance of your 5bbe6101745a7120a2a4833ebd2350
Conversions API Gateway integration.
First Name fn Lowercase letters john

Last Name ln Lowercase letters smith

Phone ph Digits only including country code and area code 16505554444
fbq('init', ‘<PIXEL ID>’, {
External ID external_id Any unique ID from the advertiser, such as loyalty a@example.com
em: 'email@email.com’, membership ID, user ID, and external cookie ID.

fn: 'first_name', Gender ge Single lowercase letter, f or m, if unknown, leave f

blank
ln: 'last_name'
Birthdate db Digits only with birth year, month, then day 19910526 for May 26, 1991.

... City ct Lowercase with any spaces removed menlopark

}); State or Province st Lowercase two-letter state or province code ca

Zip or Postal Code zp String 94025

Country country Lowercase two-letter country code us

A PPENDIX: OPTIMIZING THE C ONVER SIONS A PI GA TEWA Y SETU P

CRM & other non-web conversions

TO DAY , THE CO NVE RSI O NS API GATE WAY SUPPO RTS WE B E VE NTS O NL Y

• Automatic deduplication between Meta pixel and the Conversions API

• Supports all web events deployed by the Meta pixel

CO NVE RSI O NS API GATE WAY DO E S NO T CO NF L I CT WI TH A DI RE CT CO NVE RSI O NS API

I NTE GRATI O N F O R NO N -WE B USE CASE S

• CRM / Subscription Conversions API implementations can be done alongside Gateway

• You can use Gateway to simplify Conversions API for web events, and use your own or other
integrations for these use cases in a hybrid approach
A PPENDIX: OPTIMIZING THE C ONVER SIONS A PI GA TEWA Y SETU P

Conversions API gateway

admin UI
• Conversions API Gateway provides a user interface with the product

• You can access this UI from “https://<Conversions API Gateway

Endpoint>/hub/capig” (i.e., the Conversions API Gateway endpoint that you
have configured in DNS).
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Conversions API Gateway Admin UI

CO NNE CTE D PI X E L S:
You can close and open connections for different Meta Pixels

Example: Illustration purposes only

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Conversions API gateway

admin UI
E VE NT ACTI VI TY
You’re able to see event volume received by Meta from both channels,
Pixel and the Conversions API Gateway

CO NVE RSI O NS API SUCCE SS RATE

You can see the what is the percentage of events received from browser
published to Meta

Example: Illustration purposes only

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Conversions API gateway

admin UI
Be notified of product updates, configure automatic updates and update the
Conversions API Gateway software manually

Example: Illustration purposes only

Conversions API Gateway
Network and Security
Considerations
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Security considerations
CO NVE RSI O NS API GATE WAY I S PRO VI SI O NE D WI THI N THE DE F AUL T VI RTUAL PRI VATE CL O UD NE TWO RK (VPC).

Source Destination Protocol/Port Description

Conversions API Gateway 0.0.0.0/0 All Allow outbound connection to the internet from Conversions API Gateway
instance to pass events to Meta and download packages from external repositories.

0.0.0.0/0 Conversions API Gateway TCP/80 Allow inbound HTTP connection to Conversions API Gateway
instance This port is automatically redirected to TCP/443

0.0.0.0/0 Conversions API Gateway TCP/443 Allow inbound HTTPS connection to Conversions API Gateway
instance Used by browsers to send events through websockets secure (WSS) or HTTPS
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CONSIDER A TIONS

Endpoints and
in-transit data
CO NVE RSI O NS API GATE WAY E X PO SE S TWO I NTE RNE T -
F ACI NG E NDPO I NTS:

• HTTPS and Websocket secure (WSS) endpoint for receiving events

from browsers

• HTTPS admin front end for administering the server

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CONSIDER A TIONS

Additional Security
Protections
To help reinforce the protections of Conversions API Gateway endpoints,
businesses can use their preferred cloud-based security solutions (Web
Application Firewall, anti-DDOS) from AWS or other third-party providers.

Such protections are configured by:

• Proxying the Conversions API Gateway traffic through the corresponding

service provider

• Allowing inbound traffic only from this service provider

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Data Storage and Retention Policy

If your third-party cloud

provider is AWS, logs are
Conversions API Gateway stored within the EC2
stores configuration data instance, and access to these
and operational logs such as logs is determined by AWS
event statistics, and uses data access policies and any
the instance disk storage for additional policies
storing logs. implemented within your
organization.
Meta does not have access
to this data, you might
choose to share
operational logs with your
support contact.
Please refer to this guide on how to
extract logs.
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Conversions API Gateway FAQs

Who is the Conversions API Gateway

Will the Conversions API Gateway offer better
for?
performance than the Meta pixel or a partner
Conversions API integration?

What incremental value does How will iOS14 impact the Conversions API
the Conversions API Gateway provide at Gateway?
current stage vs. only pixel?