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Facebook Conversion Tracking And Attribution – How To Set Up

Send Purchases and other conversions attributed by Able to Meta (Facebook) Conversions API.


Send Purchases to Meta (Facebook) Conversions API

Attributing conversions to Meta (Facebook) Ads is a common task, however doing it with sufficient precision is hard. Sales might happen in a payment system or  a CRM, or, when they happen online, customer might not come back to the website, so tracking with Meta Pixel or GTM JavaScript produces substandard results. Able solves this problem with its server-side conversion tracking and Meta (Facebook) Conversions API integration.

You can't use Meta (Facebook) Conversions API efficiently by utilizing only back-end data (such as customer name, phone and e-mail) or only front-end data (such as browser id). It'll work, but it'd only be able to match about 30% of transactions. In addition to very low percentage of the purchases being shown in the reports, it'll be affecting Meta (Facebook) Ads learning capabilities, making it think that the customers who bought didn't convert. This happens because Meta (Facebook) won't have full visibility of the customer path that is available when using Able Customer Data Platform first-party server-side tracking.

Able solves this problem by introducing first-party tracking and first-touch attribution based on the concept of a CustomerCustomer associates Events that happen on website, in CRM or offline by associating these Events using Customer KeysCustomer Keys are Customer attributes that uniquely identify a customer across events and devices. The most common ones are email and phone.

In a typical integration scenario, fbclid parameter of initial hit is first associated with website-specific visitor identifier, the default being Google Analytics visitor id, and then, once a lead is submitted, associates a lead parameter such as e-mail with visitor id, and, by inference, with original fbclid and FB browser id (fbp).

All of this happens in Able Customer Data Platform automatically, provided Able is used to track Facebook ad click conversions to leads.

Once a purchase is attributed to the visitor, Able sends the following data to the Meta (Facebook) Conversions API:

  1. Facebook Customer Identifiers. This includes the original ad click id (fbclid), when available, as well as browser id (fbp).
  2. Advanced Match Parameters. Customer email, phone, name and address help Facebook to attribute sales when a click id parameter isn't available or inconclusive.

It's important to note that when both Meta (Facebook) Pixel and Meta (Facebook) Conversions API are used to send events to Facebook, then if deduplication is used, Facebook may ignore additional data sent via the Conversions API and only use Meta (Facebook) Pixel data to attribute event. Able improves Meta server-side tracking by sending both Meta (Facebook) Pixel browser data, click identifier determined from first-party data, as well as additional customer details for matching in the same Conversions API event, allowing Meta (Facebook) to use all available details to attribute event correctly. This allows Able to significantly improve percentage of attributed conversions, compared to standard Meta (Facebook) Pixel installation and Conversions API integration used together with deduplications.

When using Able, events that are already sent to Meta (Facebook) using Able Conversions API integration shouldn't be sent from Pixel to ensure Meta (Facebook) always uses the most complete version of the event for attribution, as well as to prevent a risk of duplicates appearing in Ads Manager.

Set up Facebook Events Manager

  1. Open Facebook Events Manager.
  2. If you have an existing Pixel of a Dataset that you'd like to use, open it. Click the green plus sign in the left menu to add a new one, selecting either Web or Offline otherwise.
  3. Go to the Settings tab and click Generate access token.

For more granular permissions setup, you could also create System Users and Tokens in Facebook Business Settings manually.

Add Access Token to Able

In Able Dashboard, press "Add Service Integration" and select "Facebook".

Paste the access token you've created in the previous step and save it. Leave refresh token empty.

Enable Outbound Integration

In Able Dashboard, press "Add Service Integration" and select "Facebook".

Select the credential you've just created and Purchase event type.

If the token you're using has 'Manage Ad account' permission, Able will display list of Ad Account, which allows to select ad account and pixel you'd like to use from the list.

Otherwise, copy a Pixel ID or Dataset ID from Facebook Events Manager and paste the value into the Adspixel field below (use Offline Event Set only for legacy Offline Event Sets):