Search documentation...

ChangelogBook a demoSign up

Facebook Conversions

Gain in-depth insight into conversions by sending web events to Facebook from the warehouse

Supported syncing

TypeDescriptionSupported Sync ModesAPI Reference
EventsSync conversion events to Facebook's (Meta) Conversions APIInsertConversions API reference

For more information about sync modes, refer to the sync modes docs.

Connect to Facebook Conversions API

Go to the Destinations overview page and click the Add destination button. Select Facebook Conversions and click Continue. You can then authenticate Hightouch to the Facebook Conversions API by entering the following required fields into Hightouch:

  • Pixel ID
  • Access Token

You can find these credentials by going to Facebook's Events Manager and opening the Data Sources tab. Select the pixel you want to send events to and open the Settings tab. The Pixel ID is available under Details.

Pixel ID in Facebook Events Manager

For the access token, click Generate access token in the Conversions API section.

Access token in Facebook Events Manager

Sync configuration

Once you've set up your Facebook Conversions destination and have a model to pull data from, you can set up your sync configuration to begin syncing data. Go to the Syncs overview page and click the Add sync button to begin. Then, select the relevant model and the Facebook Conversions destination you want to sync to.

Syncing events

The Conversions API requires the following event parameters:

  • event_name
  • event_time
  • at least one customer information (user_data) parameter

The sync configuration form ensures all these are set and provides some additional options.

To ensure syncs send each event, your event model must use a truly unique primary key. See the events syncs documentation for more information.

Event name

Providing an event name is required to send an event to the Conversions API. You can either provide a static value or select to use a column from your model. Hightouch syncs the static or column value as the event_name parameter the Conversions API requires.

Event timestamp

You can optionally select a column that contains timestamps of when events occurred. If this field is empty, Hightouch uses the time the event arrives at the server. Hightouch syncs the timestamp as the event_time parameter the Conversions API requires.

If you select a column, it should be in ISO 8601 format. Hightouch automatically converts the data to the format Facebook expects.

Field mapping

Field mapping is where you select which customer information parameters or other event parameters you want to send to the Conversions API.

The Conversions API requires you to include at least one user_data parameter in your event payload, so be sure to map one here. Facebook uses this field to attribute a conversion to a particular user. You can also include any other user data fields you have to help increase event match quality.

Refer to Facebook's developer documentation for more information on available user_data parameters.

Columns mapped to custom fields are sent in the custom_data parameter in the event payload.

Advanced analytics

To send data through the Conversions API to the Advanced Measurement API (AMAPI), map the following fields:

  • data_processing_options: an array of strings like ["AMO"]
  • advanced_measurement_table: a string

Action source

The action_source parameter allows you to specify where your conversions occurred, for example, over email, on your website, etc. Knowing where your events took place helps ensure your ads go to the right people. We recommend you include this as part of your field mapping.

In case you haven't mapped this field or know that not all rows in your data include it, you can optionally set a fallback action source.

Test event codes

Test event codes are special codes you can include in your event payload to simulate conversion events. This allows you to test your API implementation without actually recording real conversion data.

You can optionally enter a test event code as part of your sync configuration. You can find your test event code in your Facebook Events Manager in the Test events tab.

Test event code in Facebook Events Manager

Make sure to remove the test event code if you're running a production sync.


By default, Hightouch automatically hashes the following fields:

  • email
  • phone
  • gender
  • dob
  • last name
  • first name
  • city
  • state
  • zip
  • country

If you want to turn hashing off, select No under Would you like Hightouch to automatically detect if your PII data requires hashing?.

Tips and troubleshooting

Common errors

To date, our customers haven't experienced any errors while using this destination. If you run into any issues, please don't hesitate to . We're here to help.

Live debugger

Hightouch provides complete visibility into the API calls made during each of your sync runs. We recommend reading our article on debugging tips and tricks to learn more.

Sync alerts

Hightouch can alert you of sync issues via Slack, PagerDuty, SMS, or email. For details, please visit our article on alerting.

Ready to get started?

Jump right in or a book a demo. Your first destination is always free.

Book a demoSign upBook a demo

Need help?

Our team is relentlessly focused on your success. Don't hesitate to reach out!

Feature requests?

We'd love to hear your suggestions for integrations and other features.

Last updated: Sep 5, 2023

On this page

Supported syncingConnect to Facebook Conversions APISync configurationSyncing eventsTips and troubleshootingCommon errorsLive debuggerSync alerts

Was this page helpful?