Facebook Conversions Connector Setup Guide

Prerequisites

If you are using the Facebook Conversions connector for web events, the client-side Facebook Pixel tag must be running in the web browser. For more information, see the Facebook Help Center.

To enable the Tealium partner integration in your Facebook Ads account settings, use the following steps:

1. Log into your Facebook Ads Manager account and select 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 functionality cannot be changed. If you are converting Facebook Pixel tag data or other data that is already hashed, enable the User Data is already hashed option to avoid hashing the data twice.

API information

This connector uses the following vendor API:

• API Name: Facebook Graph API - Facebook Pixel
• API Version: v25.0
• API Endpoint: https://graph.facebook.com

Configuration

Go to the Connector Marketplace and add a new connector. For general instructions on how to add a connector, see About Connectors.

After adding the connector, configure the following settings:

• Pixel / Dataset ID
  • The Facebook Pixel ID.
  • For your Facebook Pixel to work properly, ensure that you have followed the steps outlined in Prerequisites to enable the partner integration for your Facebook Pixel.
  • For more information, see the How to set up and install a Meta Pixel.

Test connection

To test the connection to Facebook:

• If your pixel has been added to the allow list 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 your configuration settings.

Deduplication for web events

To configure this connector to deduplicate events from the Facebook Pixel tag, use the event IDs sent as event attributes with the following naming convention:

fb_event_id_{FACEBOOK_EVENT}_{TAG_UID}

You can find your tag’s UID in the Tealium iQ Tags table or the tag details screen:

For example, a purchase event from a tag with a UID of 168 would send the following attribute value:

{
  "fb_event_id_Purchase_168": "028b2ade7478..."
}

A page view event from the same tag would send the following attribute value:

{
  "fb_event_id_PageView_168": "084b1cda7461..."
}

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

If you’re only receiving event ID attributes using the naming format fb_event_id_{FACEBOOK_EVENT} (without the tag UID), we recommend updating your tag. For more information, see Legacy event IDs.

Automatic deduplication

When the Automatic Deduplication value is populated, the connector looks for the corresponding event ID attribute. 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 Tealium iQ.

The connector follows this order of operations:

• If Automatic Deduplication is populated and the value is found in the data layer, this value supersedes anything mapped in Event ID. For example, fb_event_id_ViewContent_30.
• If Automatic Deduplication is populated, but it cannot find the tag ID version, but it 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 value isn’t found, the mapped Event ID is used, if it is populated.

Offline conversions

To process offline and store events through the Facebook Conversions connector, configure the connector to include the required parameters.

Prerequisites

• Offline events sent through the Facebook Conversions API must be associated with a dataset in Facebook Events Manager.
• For all offline and store events, advertisers must set the action_source parameter to physical_store in the event.
• Offline events must include all required event parameters. For details, see Meta: Server Event Parameters.

Configuration steps

Use the following steps to configure the Facebook Conversions connector to send offline and store events:

1. In Facebook Events Manager, create or select an existing offline data source. For setup instructions, see Meta: Sending Offline Events Using the Conversions API.
2. In the connector configuration, enter the Dataset ID associated with your offline data source. This ID is used to send events to the correct Meta dataset.
3. In the Actions tab, add a new action such as Send Event.
4. Map the Action Source parameter to physical_store.
5. Map the required parameters, and include optional parameters as needed based on your event type.
6. Send the event and verify it in Facebook Events Manager.

For more information, see Meta: Sending Offline Events Using the Conversions API.

Automatic mapping

The connector automatically maps the following parameters from the e-commerce extension by default:

To prevent the connector from automatically sending these parameters to the vendor, enable Disable Automapping by setting it to true.

Actions

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.

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.

Send Advanced Measurement Event

This Facebook action has limited availability. Contact your Facebook representative to request access. If this action has not been activated in your Facebook account, it returns errors such as “Application does not have the capability to make this API call.” or “This pixel is not authorized to report server events.”

Event Data

User Data

All user data parameters accept strings or an array of strings. For example, ["<first value>", "<second value>"].

Custom Data

Map custom data either as plain text values or using a JSON template by referencing the template name in the format: {{template_name}}.

Contents Data

Automatic Deduplication

App Data

Required for app events.

Send CRM (CAPI) Event

Batch limits

This action uses batched requests to support high-volume data transfers to the vendor. Parallel processing may result in events reaching the vendor out of sequence. Add a sequence value to events if ordering is important. For more information, see Batched actions. Requests are queued until one of the following thresholds is met or the profile is published:

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

Parameters

Setup

You have several options to set up and manage the Tealium server-side API partner integration with Facebook.

• The Facebook Partner Integration Gallery
  

  

• The Pixel Settings tab through 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

To validate your event structure, use Facebook’s Payload Helper with your data parameter fields. This tool shows how to structure your event when you send it to Facebook from your server. For more information, see Facebook’s Support page for troubleshooting issues.

For more information about the Conversions API, see Facebook’s Using the Conversions API.