Through the Meta Conversion API workflow action, advertisers can transmit web events directly to Meta from their servers. This feature bypasses the third-party block enforced by iOS, as well as Chrome and AdBlocker.
General Settings #
Connection Type #
Select the type you’d like to use for the Meta API; keep in mind that this will define the information you need to fill out. Select an Event Type; you have three options:
- Funnel Events: These events are sent from a web server to record when the user interacts with it.
- Lead Events: These events are triggered when a Lead moves across the pipeline stages.
- Instagram DM: These events track interactions that happen via Instagram Direct Messages.
Access Token #
To add an Access Token to your workflow for Meta’s Conversion API, begin by navigating to the Meta Business Manager section within your Meta account settings. Next, select Generate Access Token within the Conversion API category and copy the token. Finally, paste the token into the designated ‘Access Token’ field in your workflow.
If the business page is new, it may be necessary to set up Social issue, electoral, or political ads settings to access the token. This process may require confirmation of identity.
Dataset ID #
To set up the Dataset ID for Meta Conversion API in your workflow, go to the Meta Business Manager’s settings and copy the ID under the details section. Then, paste the ID into the designated Dataset ID field in your workflow.
Value #
In the Value field, insert the value of the event name selected above. This will create the lead value based on your preferences.
Currency #
Add the appropriate currency type in the provided Currency field. The system will automatically set the currency type to USD, but you can change this to your country’s preference.
Test Code #
To test the workflow, go back to the Business Manager account and click on Data Sources, then find the Pixel you have created. Copy the test code in the test events section and add it to the Test Code field. Once testing is complete, delete the test code from the field and save the workflow.
Type Specific Settings #
For the Funnel Event and Instagram DM types, you’ll additionally need to fill out these fields:
Facebook Event Name #
In the Facebook Event Name section, select the appropriate event name from the available options. You can select from items such as contact, lead, add payment info, and more.
Facebook Page #
Select from your connected Facebook pages to connect to your API.
Instagram Account #
Select from your connected Instagram Accounts to connect to your API.
Frequently Asked Questions #
What does the Meta Conversion API action do? #
It lets advertisers transmit web events directly to Meta from their servers, bypassing third-party blocks enforced by iOS, Chrome, and ad blockers.
What event types can I send? #
You can send Funnel Events, Lead Events, or Instagram DM events, each capturing different interactions.
Where do I get the Access Token? #
In Meta Business Manager settings, select Generate Access Token under the Conversion API category, copy it, and paste it into the Access Token field in your workflow.
What is the Dataset ID and where do I find it? #
It identifies your data source. Find it under the details section of Meta Business Manager settings and paste it into the Dataset ID field.
How do I test the action before going live? #
In Business Manager, open Data Sources, find your Pixel, copy the test code from the test events section into the Test Code field, then delete it after testing and save the workflow.
Which additional fields are required for Funnel and Instagram DM types? #
Those types also require a Facebook Event Name, a connected Facebook Page, and, for Instagram, a connected Instagram Account.
