Facebook Conversions Connector Setup Guide

Prerequisites

The Facebook Conversions connector requires the client-side Facebook Pixel tag to be running in the web browser. Learn more in the Facebook Help Center.

For the Facebook Pixel to work with the Facebook Conversions connector, enable the Tealium partner integration in your Facebook Ads account settings as follows:

1. Log into your Facebook Ads Manager account and click Events Manager from the menu.
2. In the menu, select Data Sources, then select the Pixel and click the Settings tab.
3. Scroll down to the Server-Side API section.
4. In the Partner Integration section, click Choose a Partner.
5. Select Authorize Tealium Connection, and click Continue to enable Tealium.

If you do not see the option to toggle a partner integration, contact your Tealium Account Manager for support.

The Facebook Pixel tag automatically hashes user data. This pixel functionality cannot be changed.

API Information

This connector uses the following vendor API:

• API Name: Facebook Graph API - Facebook Pixel
• API Version: v12.0
• API Endpoint: https://graph.facebook.com

Connector Actions

Action Name	AudienceStream	EventStream
Send Event	✓	✓
Send Lead Event	✗	✓

Configure Settings

Go to the Connector Marketplace and add a new connector. Read the Connector Overview article for general instructions on how to add a connector.

After adding the connector, configure the following settings:

• Pixel ID

  • For your Facebook Pixel to work, ensure that you have followed the steps outlined in the Facebook Server-Side Events Connector Setup Guide to enable the partner integration for your Facebook pixel.
  • For additional information, see the Facebook Pixel Setup Guide.

• Test Connection

  • If your pixel has been whitelisted and enabled for Tealium, a TealiumTestConnector event is tracked on your pixel. Click Test Connection to send a test event named TealiumConnectorTest.
  • Check the Facebook Events Manager Pixel Overview to confirm the event was received.
  • If your test fails, double-check the steps described in the Facebook Server-Side Events Connector Setup Guide.

Action Settings - Parameters and Options

Click Next or click the Actions tab. You configure connector actions in the Actions tab.

This section describes how to set up parameters and options for each action.

Deduplication for Facebook Pixel and Facebook Conversions API for Web Events

To configure this connector action to receive event IDs from the Facebook Pixel tag in your iQ Tag Management account, look for event attributes using the following naming convention:

fb_event_id_<Facebook Event>_<Tag UID>

For example: fb_event_id_Purchase_32 or fb_event_id_PageView

IDs were previously generated as fb_event_id_<Facebook Event>. These IDs continue to be generated but are considered legacy. The new IDs allow for use with multiple Facebook tags firing on a single page and offer a stronger tie back to the related tag. If you are using the legacy version, you must change the connector to the new ID.

Use a separate action for each type of event ID. Map the event-specific event ID attribute to Event ID with the matching event name mapped to Event Name. For example:

Tealium Attribute/Value	Facebook Parameter
fb_event_id_Purchase	Event ID
“Purchase” (Custom Text)	Event Name

See the Facebook Pixel Tag Setup Guide.

Automatic Deduplication

When the Automatic Deduplication value is populated, the connector will look for the corresponding variable within the UDO object. You are no longer required to add an Event ID if this section is populated and you are using Tealium iQ. However, the following approach may still be needed when using EventStream without TealiumiQ.

The connector uses the following order of operations:

• If Automatic Deduplication is populated, and the value is found in the data layer, (for example, fb_event_id_ViewContent_30) this value supersedes anything mapped in Event ID.
• If Automatic Deduplication is populated, but it can’t find the tag ID version, but can find the legacy version (with no ID attached), that value is used (for example, fb_event_id_ViewContent).
• If Automatic Deduplication is populated, but the valie isn’t found, the mapped Event ID is used, if it is populated.

Offline conversions

Tealium recommends using the Facebook Conversions connector for offline conversions instead of the Facebook Offline Conversions connector for new integrations.

To process offline and store events through the Facebook Conversions connector, set the action_source parameter to physical_store.

Action - Send Event

Parameters

For User Data parameters, the following table notes the level of importance for some parameters. The importance level describes the parameter’s influence on your event match quality. For example, Email (em) has an importance level of Highest while Phone Number (ph) has an importance level of High.

Parameter	Description
Event Source URL	Optional. Required if the Action Source is set to website. The browser URL where the event happened. EventStream - If the Action Source is set to website and this field is not mapped, it is automatically mapped to the attribute Current URL in EventStream. AudienceStream - If the Action Source is set to website and this field is not mapped, it is automatically mapped to the Last Event URL attribute in AudienceStream.
Test Event Code	Optional. Send the test ID in the test_event_code parameter to start seeing event activity in the Test Events window. Events sent with test_event_code are not dropped, instead they flow into Events Manager and are used for targeting and ads measurement purposes.
Data Processing Options	Required. Map value to LDU to have Facebook process event with Limited Data Use restrictions. Otherwise map None to specify that the event should not be processed with Limited Data Use restrictions. For more information, see Facebook Data Processing Options.
Event Name	Required. A Facebook pixel standard or custom event name.
Debugging Level	Optional. Specifies the trace level for the event. 1 for Error 2 for Info 3 for Debug If you use Trace to verify hashing of data, the data shown at the top of Trace, such as user_data - EMAIL, is the data that came into the connector, not the data sent to Facebook. The data sent to Facebook is shown in the Request Body Section of Trace.
Action Source	Required. This field allows you to specify where your conversions occurred. Valid action sources are: email website app phone_call chat physical_store system_generated other
Pixel ID Override	Optional. String Can be used to override the value used for the initial connector configuration. If not provided, the Pixel ID from the connector configuration is used.
Data Processing Options Country	Required if Data Processing Options is mapped to LDU. Map the country code associated with the user event. Accepted code values: 1 for the United States of America 0 to request country to be geolocated by Facebook Geolocation also requires mapping the Client IP Address attribute.
Event ID	Optional. An ID used by Facebook to de-duplicate the same event sent from both server and browser. Verify that this is a unique ID to one pair of events sent from browser and server.
Event Time	Optional. A Unix timestamp in seconds indicating when the actual event occurred (auto-populated at execution time if absent).
Data Processing Options State	Required if Data Processing Options is mapped to LDU. Map state code associated with user event. Accepted code values: 1000 for California 0 to request state to be geolocated by Facebook Geolocation also requires also mapping the Client IP Address attribute.
Opt Out	Optional. A flag indicating to not use this event for ads delivery optimization. Set this to true to only use the event for attribution.
Zip (zip)	Postal zip code. Example: 94035. Importance: Medium
FB Login ID	ID issued by Facebook when a person first logs into an instance of an app. This is also known as the App-Scoped ID. Do not hash.
Partner ID	The partner’s ID. This parameter can be used by third-party ID providers such as Liveramp and TradeDesk as an additional user identifier. Do not hash.
Partner Name	The partner’s name. This parameter can be used by third-party ID providers such as Liveramp and TradeDesk as an additional user identifier. Do not hash.
Client User Agent (ua)	Optional. Required if the Action Source is set to website. The user agent for the browser corresponding to the event. Do not hash. EventStream - If the Action Source is set to website and this field is not mapped, it is automatically mapped to the User Agent attribute in EventStream. AudienceStream - If the Action Source is set to website and this field is not mapped, it is automatically mapped to the visitor’s last User Agent in AudienceStream. Importance: High
Client IP Address (ip)	Do not hash. The IP address of the browser corresponding to the event. Tealium can capture the client IP address, but it is not available by default. To enable this feature, contact your Customer Success Manager. For more information, see Enabling IP Address Collection in Server-Side Tealium Products. Importance: High
Phone (ph)	A phone number. Include only digits with country code, area code, and number. Example: 16505551212 Importance: High
State (st)	US State abbreviation. Example: ca. Importance: Medium
Email (em)	Email address. Example: user@example.com. Importance: Highest
Last Name (ln)	Last name in lowercase. Example: smith. Importance: Medium
First Name (fn)	First name in lowercase. Example: joe. Importance: Medium
Lead ID	ID associated with a lead generated by Facebook Lead Ads. Do not hash.
City (ct)	City in lower-case without spaces or punctuation. Example: menlopark. Importance: Medium
Country (country)	Two-letter country code in lowercase. Example: us. Importance: Medium
External ID	Do not hash. Any unique ID from the advertiser, such as loyalty membership IDs, user IDs, or external cookie IDs.
Browser ID (fpb)	Do not hash. The browser ID value stored in Facebook’s _fbp cookie. Importance: High
Subscription ID	Do not hash. The subscription ID for the user in this transaction. This is similar to the order ID for an individual product.</li Example: anid1234
Gender	Lowercase. Options are: f for female m for male
Date of Birth	Date of birth given as year, month, and day. Example: 19971226 for December 26, 1997.
Click ID (fbc)	Do not hash. The Facebook click ID value stored in Facebook’s _fbc cookie. Importance: High
User Data is already hashed	The Facebook Conversions connector requires the Facebook Pixel tag, which automatically hashes user data. This pixel functionality cannot be changed. Select this option to avoid hashing the data again.
Currency	The currency for the value specified if applicable. Currency must be a valid ISO 4217 three-digit currency code. Example: usd
Content Name	The name of the page or product associated with the event. Example: lettuce
Number of Items	Use only with InitiateCheckout events. The number of items that a user tries to buy during checkout. Example: 4
Search String	A search query made by a user. Use only with Search events. Example: lettuce
Order ID	The order ID for this transaction. Example: order1234
Content Type	Must be either product or product_group. Set to product if the keys you send are in Content IDs or Content Product. Content Product represent products. Set to product_group if the keys you send are in Content IDs. Content Product represents product groups.
Predicted Lifetime Value	The predicted lifetime value of a conversion event. Example: 432.12
Content IDs	The Content IDs associated with the event, such as product SKUs for items in an AddToCart event. Example: [‘ABC123’, ‘XYZ789’]. If a non-array event attribute is provided, it is converted into a single-item array. If Content Type is product; this mapped value must be a non-array event attribute or single-element array.
Value	A numeric value associated with this event. This may be a monetary value or a value in some other metric. Example: 142.54
Content Category	The category of the content associated with the event. Example: grocery
Quantities	Product quantities.
Prices	Product individual prices.
IDs	Product IDs.
JSON Template Variables	Provide template variables as data input for templates. See the Template Variables Guide. Name nested template variables with the dot notation. Example items.name. Nested template variables are typically built from data layer list attributes.
JSON Templates	Provide valid JSON templates to be referenced in Custom Data section. Templates are injected by name with double curly braces into supported fields. Example: {{SomeTemplateName}}. For additional information, see the Webhook - Send Custom Request - Trimou Templating Engine Guide.
Automatic Deduplication	When the Tealium iQ Tag ID is provided, we will automatically look for your Event ID value that is sent from Tealium iQ.

Action - Send Lead Event

Batch Limits

This action uses batched requests to support high-volume data transfers to the vendor. Requests are queued until one of the following thresholds is met:

• Max number of requests: 1000
• Max time since oldest request: 10 minutes
• Max size of requests: 1 MB

Parameters

Parameter	Description
Lead ID	(Required) The Facebook-generated 15 or 16 digit leadgen_id from your downloaded leads. This number is obtained from the leadgen_id field in the lead generation webhook and included in the user_data parameter.
Event Name	(Required) Capture the lead stages you use in your CRM. The event_name parameter should indicate a lead moving through the sales funnel in your CRM. Make sure to send all stages as they are updated, including the raw lead.
Event Time	A Unix timestamp in seconds indicating when the lead stage update event is updated by your CRM. The timestamp must occur after the lead generation time or the event may be discarded. If this field is not mapped, it will be initialized with the current timestamp.
Test Event Code	You can verify that your server events are received correctly by Facebook by using the Test Events feature in Events Manager. To find the tool, navigate to Events Manager > Data Sources > Your Pixel > Test Events.

Setup

There are several options available to setup and manage Tealium’s server-side API partner integration with Facebook.

• The Facebook Partner Integration Gallery
  

  

• The Pixel Settings tab via the Choose Partner button:

  

• The web signal setup flow and Server-side API guidance card:

  

Verify Events

After sending your events, verify that Facebook has received them in the overview and breakdown views:

1. Go to Business Manager > Pixels.
2. Click on the pixel corresponding to the PIXEL_ID in your POST request.

Overview Tab

In the Overview tab, change the view from All to Server to see the number of events you have successfully sent.

Breakdown Tab

The Breakdown tab displays the breakdown of successfully sent events. Dropped events do not appear in the Server Events Received column.

You can verify events within 20 minutes after sending them from your server.

Validation

For validation, use Facebook’s Payload Helper with your data parameter fields to see how structure your payload when it’s sent to Facebook from your server. See Facebook’s Support page for troubleshooting issues.

Learn more at Facebook’s Using the Conversions API.