Meta Conversion API
This document covers the Meta Conversion API destination in Lemnisk.
The Meta Conversion API, lets advertisers send events from their servers to Meta. The server-side events are connected to a pixel which is then processed like browser pixel events. These events are used in streamlining, and optimization as browser pixel events.
Destination Info
Accepts Page, Identify, and Track calls
Getting Started
You need to set up your Pixel to work with the Meta Conversions API destination. You can follow the below steps to create a new pixel.
Use Cases of Meta Conversion API
Meta conversion API works with the Meta pixel to ensure you get all the data you need. Combined, they help you track, attribute, and improve ads running on Meta.
What's wrong with the pixel? Essentially, ad blockers, cookie blockers, and other masking tools are reducing the amount of data pixels receive. As a result, it makes tracking data difficult.
Even iOS 14 restricts cookies for tracking on Apple mobile devices. Pixels alone won't tell you much about how iOS users interact with your business. You might not know if someone clicks through from Meta.
Create a new Pixel
Before you begin the process, make sure you have a Meta Ad account.
Step 1: Go to the Meta Business Events Manager and click Connect Data Sources.
Step 2: From the pop-up, choose Web and then click Connect.
Step 3: Select Conversions API and then click Connect.
Step 4: Type the name of your pixel in the Name Your Pixel text box.
Step 5: Type the URL in the Check your website for easy set up options text box.
Step 6: Click Next. The pixel page opens.
Step 7: In the Overview tab, click Continue Pixel Set up. A Connect Website Activity Using Pixel pop-up appears.
Step 8: In the Connect Website Activity Using Pixel pop-up, select Install Code manually.
Step 9: In the Install Base Code, under Copy base code, click Copy Code and click Continue.
Step 10: On the Automatic Advanced Matching page, click Continue.
Step 11: Click Continue in the Automatic Advanced Matching page as well.
Step 12: Click Go To Pixel Overview in the Add Events Using Event Setup Tool.
Once the process is completed, you can verify the installation by calling an event. For example, you can use the below function: 1fbq('track', 'Purchase', {currency: "USD", value: 40.00}); Copied!
Configure Meta Conversion API in Lemnisk
Step 1: On the Lemnisk Home page, adjacent to Destinations, click Create Destination.
Step 2: In the Catalog pop-up that appears, choose Facebook Conversions API and click Continue.
Step 3: Select a source by checking the box against the source name and then click Continue.m
Step 4: In the Name field, type a name that would identify your destination.
Step 5: Click Create Destination.
Step 6: Click +Add Source and select the source that would send data to the “Facebook Conversions API” destination.
Step 7: Toggle the Status button to activate the destination. You will be prompted to confirm your actions.
Step 8: Click Yes, Activate.
Step 9: You will be redirected to the Configuration tab.
Step 10:Paste the Pixel ID and Access Token copied from Facebook, respectively.
Step 11: Click Update Destination. The destination will be activated.
Verify events in Meta
Once the events are sent, you can confirm that Meta received them from the Event Manager on the Meta app.
Step 1: Navigate to Meta > Events Manager.
Step 2: On the Data Sources page, click on the pixel corresponding to the PIXEL_ID in your POST request.
Step 3: In the Overview tab, look for raw and matching events where the “Connection Method” is Server.
It might take a few minutes before events appear in the Events Manager.
It might take a few minutes before events appear in the Events Manager.
Custom Conversion Events and Rules
For Meta Conversion API, we can define custom events and conversion rules in FB Events Manager. Please reach out to your Lemnisk Customer Success partner to set this up.
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