Connecting Meta (Facebook and Instagram)

Coming soon. Conversion forwarding to Meta through the Conversions API is not live yet. This article describes the setup that will apply when it launches. In the meantime, Convultra still captures fbclid click IDs and attributes Meta-referred conversions in your dashboard, so your data will be ready to forward on day one.

What the Meta integration will do

• Recover iOS 14.5+ conversions. When a user opts out of tracking on iOS, the Meta Pixel cannot see them. A server-side event still reaches Meta.
• Better campaign optimization. More conversion data helps Meta’s delivery algorithm find the right audiences.
• Higher match rates. The Conversions API uses several identifiers to match an event to an ad interaction.
• No double counting. If you keep the Meta Pixel running, Convultra sends the same event ID with both, and Meta deduplicates. See Meta is showing more purchases than my store.

Requirements

You will not need a System User token or manual Conversions API configuration. Convultra will handle authentication through OAuth and refresh tokens automatically.

Setup

1. Go to Integrations

Open Integrations, find the Meta card and click Connect.

2. Sign in with Facebook

A Facebook sign-in window opens. Sign in with the account that has access to your Meta Business and ad account. Convultra requests:

• ads_management to manage conversions for your ad accounts
• business_management to access your business assets

Tokens are stored encrypted and refresh automatically.

3. Select your ad account

Convultra lists the ad accounts your login can reach. Select the one that should receive conversions. You can connect several; each is configured independently.

4. Enter your Pixel ID (recommended)

If you run the Meta Pixel on your site, enter its Pixel ID here. It lets Convultra and Meta deduplicate events tracked by both the pixel and the server. Find it in Meta Events Manager under Data Sources → Your Pixel → Settings.

Pixel ID: 123456789012345

Without a Pixel ID, Meta cannot match browser and server events, and running both would inflate your counts. If you do not use the pixel at all, skip this step.

5. Enable enhanced conversions (optional)

Toggle Enhanced Conversions on to send SHA-256 hashed customer data such as email and phone. This raises Meta’s Event Match Quality (EMQ) score. See Enhanced conversions.

6. Send a test conversion

Click Send a test conversion on the card to open the Conversion Test Center. On success you see a confirmation with the event name, Meta’s fbtrace_id and a timestamp. On failure, read the error. Common causes: an invalid Pixel ID, insufficient permissions, or an expired token (disconnect and reconnect). A low EMQ warning is not an error; enable enhanced conversions and send more fields.

7. Done

Conversions will be forwarded automatically through the Conversions API.

Click ID

Convultra captures Meta’s click identifier from your landing page URLs today:

The SDK captures fbclid on page load and stores it server-side, so it is available when forwarding launches.

iOS 14.5+ recovery

Apple’s App Tracking Transparency lets users opt out of cross-app tracking. When they do, the Meta Pixel in the browser cannot attribute their conversions. Server-side forwarding avoids the limitation:

1. The event is sent from Convultra’s server to Meta’s server, not from the user’s browser.
2. Meta matches it using hashed user data and the fbclid captured at click time.
3. Conversions invisible to the pixel are recovered and attributed.

Deduplication

When both the Meta Pixel and Convultra send the same conversion:

1. Convultra generates a unique event_id for the conversion.
2. The same event_id is included in the browser pixel event and the server-side event.
3. Meta uses event_id plus event_name to count the conversion once.

{
  "event_name": "Purchase",
  "event_time": 1705340400,
  "event_id": "evt_abc123def456",
  "event_source_url": "https://example.com/thank-you",
  "action_source": "website",
  "user_data": {
    "em": ["a1b2c3d4e5f6..."],
    "ph": ["7a8b9c0d1e2f..."],
    "fbc": "fb.1.1705340000.AbCdEfGh",
    "fbp": "fb.1.1705339000.1234567890"
  },
  "custom_data": {
    "value": 49.99,
    "currency": "USD",
    "order_id": "TXN-67890"
  }
}

Deduplication requires the Pixel ID from step 4.

Server-side event matching

Meta uses several data points to match an event to an ad click. Convultra sends whatever is available:

More parameters mean a higher EMQ score and better attribution.

Conversion delivery

The Conversion delivery page will show every event sent to Meta, with timestamp, event name and data, click ID, the deduplication event_id, delivery status (pending, retrying, success or failed), Meta’s fbtrace_id for debugging in Events Manager, and any error details.

Meta accepts a conversion up to 7 days after the click. Retrying a failed delivery after that is refused. See Events show as pending and never send.

Troubleshooting