The Facebook Conversions API allows you to send events directly from your store to Facebook (Meta), without relying only on the browser-based Pixel. It helps improve:
Conversion tracking accuracy, even with cookie blockers or iOS restrictions.
The performance of your advertising campaigns.
Compliance with data privacy requirements.
With the Conversions API, you can optimize your Facebook Ads campaigns using reliable data.
Before you start, make sure you:
Have access to your Meta Business Manager.
Have already set up the Meta Pixel, since the Conversions API works as a complement to the Pixel.
Configuration Steps
Step 1: Configure your events
From your Meta Business Manager, go to the Events Manager. Click on Data Sources in the left-hand menu. Select the name and ID of the data source you want to connect to the Conversions API. Then go to Settings and choose Manual Setup.
Select the events to send
Choose the following standard events:
ViewContent: Product page view
AddToCart: Product added to cart
InitiateCheckout: Checkout started
AddPaymentInfo: Payment information added
Purchase: Purchase completed
Search: Product search
Event details
Review the available parameters for each event and continue.
Event review
Check the selected events and parameters, then continue.
View instructions
Skip this step to move on to Step 2 and generate your Access Token.
Step 2: Generate your Access Token (API Key)
If your Access Token (also called API Key) has already been generated, it will appear on this page.
If not, click Start to generate it, then follow the steps until Complete Setup.
Once validated, your token will look like this format:
EAAMWZAPjWw4MBO4kvHq9y***************74kvJzHExxUZBrBPP1bo4iHZAJGbh***************LIfF7jPSSLLtXsEplQZDZD
⚠️This is only an example: your actual token will be different and generated within your Business Manager.
Add your Access Token (API Key) to your store
To finalize the setup, go to your administration space, Settings (Cogwheel) > Tags & External Services > Facebook Pixel. Paste the Access Token you generated in the Business Manager into the dedicated field, then save your changes.
👉 Resources
💬 Feel free to contact your Business Coaches should you have any questions!