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Documentation/Destinations/Facebook Conversions API

Facebook Conversions API

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The Conversions API allows advertisers to send web events from their servers directly to Facebook. Server events are linked to a pixel and are processed like browser pixel events.


Navigate to Facebook Events Manager for your business here then select the "Data Sources" tab. Select the pixel that you would like to send events to and select the "Settings" tab.Copy the Pixel ID from the details into the "Pixel ID" field in Hightouch.Under the Conversions API section, hit "Generate access token" and copy the result into the "Access Token" field in Hightouch.


Hightouch supports sending events to Conversions API.
Test Event IDThe ID from Facebook Events Manager used to test server events. This field is optional.
Hightouch to Facebook Conversions Field MappingsThese mappings allow you to map columns of your query result to the default fields in Facebook Conversions. Keep in mind that some fields are required.
Hightouch to Facebook Conversions Custom Field MappingsThese mappings allow you to add any additional information to the custom_data field of the event.
There are some required fields in the Facebook Conversions Field Mappings. These are: `event_name` and`event_time`. You also need to specify one of Facebook's `user_data` fields so that they can attribute a given conversion to a particular user: learn more [here]( Some column in your query results must be mapped to these fields.


The following fields will be hashed automatically by Hightouch unless otherwise specified.
  • email
  • phone
  • gender
  • dob
  • last name
  • first name
  • city
  • state
  • zip
  • country
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