Conversions API

The Conversions API sends events to Meta from the server, in addition to (or instead of) the pixel. It is not affected by ad blockers or by the browsers that limit scripts, and it can report events that happen when nobody is on the website: a payment confirmed later, a lead qualified by a salesperson, or a sale at the store counter.

Like every outgoing event, the events are put in a queue, sent in batches every few minutes, and retried when Meta is not reachable. See Server events.

Important

The server events respect the choice of the visitor: an event of a website visit is only sent if the visitor accepted the marketing cookies. The exceptions are the store sales (see Store sales) and the CRM events of leads that come from a Meta lead form.

Set up the Conversions API

  1. In Meta Events Manager, open your dataset (pixel), then Settings > Conversions API, and generate an access token for a system user, or use a Meta connection.

  2. In Odoo, go to Meta ‣ Configuration ‣ Settings. In the Conversions API block, enable Conversions API and fill in:

    Field

    Description

    Dataset ID

    The dataset (pixel) that receives the events. Leave it empty to use the main pixel ID.

    Conversions API Access Token

    The system user token generated in Events Manager (administrators only). Leave it empty to use the Meta Connection of the website.
screenshot: meta-settings-capi
menu
Meta ‣ Configuration ‣ Settings
shows
The Conversions API block of the Meta settings with the Conversions API setting enabled: the Dataset ID and access token fields (hidden), the Server Events link, then the Conversions API Only, Browser Events (with Page Views), Test Events, Limited Data Use, Store Sales, and CRM Lead Events settings.
highlight
The Conversions API setting (red frame).
data
Dataset "1234567890123456", token hidden (throw-away).
notes
English UI, light theme, 1440px width, crop to the block.

Which events are sent

By default, the server sends the events that only the server can know reliably: Purchase, Lead, and CompleteRegistration. The following settings change this:

Setting

Description

Conversions API Only

Does not load the pixel in the browser: every event is sent by the server. The visitor still needs to accept the marketing cookies.

Browser Events

Enabled by default. Also sends from the server the events of the browser: ViewContent, Search, AddToCart, AddToWishlist, InitiateCheckout, AddPaymentInfo, Contact, and Subscribe (and the custom events, if enabled). When the pixel is active too, Meta deduplicates them with the same event ID.

Page Views

Also sends every PageView from the server. It produces many events: enable it only with Conversions API Only.

Store Sales

See Store sales.

CRM Lead Events

Sends the stage events of the lead tracking rules: the default Meta events are WorkingLead, QualifiedLead, DisqualifiedLead, ConvertedLead, and LostLead. With the Lead Ads feature, each rule chooses its own event name.

What the events contain

Each event contains the event name, the time, the event ID, the page address, the products (IDs, quantities, prices) and the value, plus information that helps Meta to recognize the person:

  • the hashed (SHA-256) email, phone number, first name, last name, city, state, ZIP code, and country of the customer, and an external ID (the hashed customer ID in Odoo);

  • the IP address and the browser of the visitor, and the Meta click and browser identifiers (fbc and fbp cookies).

Meta does not accept events older than seven days: the events that could not be sent before are discarded.

Store sales

With Store Sales, the paid point of sale orders of customers whose contact details are known are sent as purchases that happened in a physical store. See Store sales tracking.

Warning

No cookie consent can be collected at the counter. Enable this setting only if your legal basis allows it, and inform your customers in your privacy policy.

Limited Data Use

Limited Data Use marks the server events so that Meta applies its restricted processing, which is intended for the US state privacy laws. Meta applies it according to the location of the visitor.

Test the Conversions API

  1. In Events Manager, open the dataset, go to the Test events tab, and copy the test event code.

  2. In Odoo, enable Test Events and paste the code in the Test Event Code field.

  3. Click Send Test Event. A PageView event is queued and sent in a few seconds. It appears in the Test events tab and in the Meta ‣ Server Events list.

While Test Events is enabled, every server event carries the code: it appears in the Test events tab and is not used for ads. Disable the setting when the test is done.

screenshot: meta-events-manager-test
shows
The Test events tab of Meta Events Manager receiving a PageView server event with the "Server" source tag, next to the same event from the browser.
highlight
The server event and its deduplication badge (red frame).
data
Throw-away dataset.
notes
Screenshot of Meta Events Manager, not of Odoo. Hide the account name.

The Meta ‣ Server Events list shows the sent, pending, and failed events with the answer of Meta. See Testing and troubleshooting.

See also