Facebook Conversions API

What, why, and how

The Facebook Conversions API (FB CAPI) integration offers the possibility to send important events, such as purchases and leads, to Facebook, which allows better optimization of Facebook Ads campaigns.

Our FB CAPI solution directly responds to the decreased reliability of Facebook Pixel due to browser tracking preventions, ad blockers, and more, and offers more control over what data is being sent over to Facebook. The API allows you to send events to Facebook’s Ads platform directly without having to rely on browser pixel events and enables you to effectively capture offline and deep-funnel events.

Contrasting to the often unnecessarily excessive collection of data by Facebook Pixel, our Consent management framework paired with the FB CAPI allows you to directly control the scope of the data sent using customer consents.

Using the Facebook CAPI


Facebook Conversion events are sent using Scenarios. To do so, simply connect an on-event trigger (e.g. on event purchase) with the relevant Facebook Conversion action node, as shown in the picture below.

When placing the action node, you can currently choose from the following 4 types:

Send Purchase Event to Facebook Conversions API
This node includes the total price and the currency of the purchase. Needs to be triggered by the purchase event.

Send Lead Event to Facebook Conversions API
Needs to be triggered by any event which means that the customer has provided a lead.

Send AddToCart Event to Facebook Conversions API
Needs to be triggered when the customer adds something to their cart, e.g. on a cart_update event.

Send Other Event to Facebook Conversions API
Any other event that you need to track. See a list of all standard events that can be accepted by Facebook.


When configuring the action node, you need to specify the following in the parameters:

  1. Facebook Pixel ID - needs to be copied from Facebook interface
  2. Authorization token - needs to be generated in Facebook Events Manager for each pixel

The process of identifying a Facebook user as your customer is done based on the identification parameters provided as part of the webhook’s payload that you can view and configure in the Editor tab. For the best results, it is important that Facebook is able to do so.

By default, the action nodes are set up to include the following customer information parameters:

Customer’s IP address

  • Based on the last sessions_start IP address aggregate
  • E.g.

Customer’s User Agent

  • Tracked using a JavaScript tag
  • E.g. Chrome/86.0.4240.111, or Windows NT 10.0; Win64; x64

Facebook Click ID (FBC)

  • Provided as a query parameter within the URL, if the customer clicked on an ad on Facebook; tracked using a JavaScript tag.
  • E.g. fb.1.1602686895.IwAR3xruhRZhD77zSpA669v9xdo3I0VHHoz2gXwvpE8uWPb8qN5Eq2TfgGr6s

Facebook Browser ID (FBP)

  • Read from FBP first cookie, which is set by the FB Pixel, if it is placed on the website
  • E.g. fb.1.1603122906825.1012802381

After sending the event to Facebook, you will be able to see the matching quality along with personalized recommendations on how to increase it, in Facebook’s Event Manager. When the matching quality is lower, Facebook might recommend that you also provide data such as the customer’s email address or phone number. You can find the list of all possible customer information parameters in Facebook’s documentation.


Data scope

You will need to carefully balance the scope of the data provided. The rule of thumb is the more data about the customer is provided, the higher the chance that Facebook will be able to match the customer to the Facebook user. However, the scope of the data provided to Facebook should be minimized and it needs to follow the customer’s consent preferences.

Although our standard action node templates already include the hashing by default, keep in mind that customer information parameters that include Personal Identifiable Information (PII), need to be hashed using the sha256 algorithm before sending to Facebook. Furthermore, remember you can only send PII to Facebook if the customer has given the appropriate consent.

Consent management and data privacy

To stay compliant in regard to data protection, it is required to use Facebook Conversions API together with our Consent Management framework. Our framework helps you by providing an effective solution in the collection, storage, and opt-out requirements under data protection regulations:


Consent Management solution

Collect explicit consent before users are tracked by non-essential cookies or tracker (e.g cross tracking between Facebook and other sites)

Allow users to opt in to sharing their personal data with a third party (like Facebook) on our Consents page.

Store a record of consent

The date, message a user saw and their consent status (accept/reject) is stored in Exponea.

Give users the ability to opt out of sharing their data (e.g with third parties). This should be as easy as it was to give their consent to track initially.

Allow users to opt out of sharing their personal data with a third party (like Facebook) on our Consents page.

The created consent categories can then be easily used within the Scenario to target only the customers with the relevant consents.

More use case ideas

Predictive data
If you want to add an AI edge to your retargeting, we recommend pairing the use of FB CAPI with our Predictions module. This allows you to use forward-looking data generated by an advanced machine learning model to discover segments with higher conversion potential or those that you are about to lose. Feed this data into Facebook for more accurate and targeted ads.

Increasing email open rates
By sending a conversion event to Facebook every time the customer opens the email, you can optimize the Facebook campaign to drive more conversions, and with that more email opens.


Currently, there are these limitations present in our solution:

  • The access token is exposed in the webhook endpoint URL field
  • Deduplication of events tracked in the browser and server-side events tracked using Facebook Conversion API integration is not supported
  • Although Conversion API supports sending of the external_id parameter to identify customers using external IDs (such as cookie or CRM IDs), our Facebook Ads retargeting does not support creating audiences based on External ID.

Bad practice to potentially look out for:

  • It's considered bad practice to create scenarios triggered by events which are happening very often, such as page_visit

Updated about a month ago

Facebook Conversions API

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