Meta Conversions API

Datafly Signal delivers events to Meta (Facebook and Instagram) server-to-server via the Conversions API, with full user_data matching to maximise Event Match Quality. This is the current Meta integration; the older meta_capi blueprint remains available for accounts already configured against it.

Prerequisites

Before configuring Meta Conversions API in Signal, you need:

• A Meta Business Manager account with admin access
• A Meta Pixel (also called a Dataset) connected to your business
• A Conversions API access token for that Pixel
• (Optional) A test event code for validating the integration before going live

Get your Meta credentials

1. Sign in to Meta Business Suite and open Events Manager (left sidebar, under Data Sources).
2. Select your Pixel. The Pixel ID (also shown as Dataset ID) is a numeric value displayed at the top of the overview page.
3. Open the Settings tab for the Pixel and scroll to Conversions API.
4. Click Generate access token. Copy the token immediately — it is shown only once.
5. (Optional) Open the Test events tab and copy the Test event code (e.g. TEST12345) so you can validate without affecting reporting.

For long-lived tokens used in production, generate via a System User in Business Settings → Users → System Users, assign the Pixel as an asset with Manage Pixel permission, and generate a token with the ads_management and business_management scopes.

See Meta’s Conversions API setup guide for full details.

Configure the integration in Signal

1. In the Management UI, go to Integrations → Add Integration.
2. Select Meta Conversions API from the catalogue.
3. Give the integration a name (for your reference).
4. Choose a preset that matches your business:
   • Retail — full e-commerce funnel (search, view, wishlist, cart, checkout, purchase, lead)
   • Travel — search, view, save, booking start, booking complete, lead
   • B2B / SaaS — registration, lead, contact, trial, subscribe, application, donate
   • Automotive — vehicle search, view, save, brochure, finance/trade-in, test drive, dealer contact, service appointment
5. Fill in the required fields:

6. Choose which pipeline(s) this integration should run on.
7. Select consent categories (defaults to marketing).
8. Click Save.

Event mapping

By default, Signal applies the blueprint mappings below. The exact set depends on the preset you chose.

Retail preset

Travel preset

B2B / SaaS preset

Automotive preset

To customise, edit the integration’s Field Mappings in the Management UI.

Identity

Signal sends the following identity signals to Meta, subject to consent and availability:

Hashing is performed by Signal before delivery — raw PII never leaves your infrastructure.

Consent

This integration is gated on the marketing canonical consent category. Events without marketing consent are not delivered.

To change: in the integration’s settings, click Consent and adjust.

Verify it’s working

1. In Meta Events Manager, open your Pixel and go to Test events. Copy the test event code into the Signal integration’s test_event_code field.
2. In the Management UI, go to Pipelines → your pipeline → Live Events.
3. Trigger a test event on your site.
4. The event appears in the Signal live feed; click to see the exact payload sent to Meta.
5. The same event appears in Meta’s Test events tab within a few seconds.
6. Once validated, clear the test_event_code so events count toward reporting.

Deduplication with the browser pixel

If you are running both Signal server-side delivery and the Meta Pixel client-side during a migration, deduplicate events to prevent double-counting. Pass the same event_id to both, and Meta will deduplicate matches received within 48 hours.

const eventId = crypto.randomUUID();
fbq('track', 'Purchase', { value: 129.99, currency: 'GBP' }, { eventID: eventId });
datafly.track("Order Completed", { event_id: eventId, total: 129.99, currency: "GBP" });

Once server-side delivery is healthy you can remove the browser pixel entirely.

Troubleshooting

Events aren’t appearing in Meta.

1. Confirm the integration is enabled on the pipeline.
2. Confirm marketing consent is granted (events without consent are silently dropped).
3. Check Live Events — if events aren’t reaching Signal, the issue is upstream (Datafly.js install).
4. If reaching Signal but not Meta, check the delivery status; an OAuthException usually means the access token has been revoked.

Low Event Match Quality. Add user identity signals via datafly.identify() — email and phone are the highest-impact fields.

Invalid parameter errors. Inspect the payload in Live Events. Verify event_name, event_time, and action_source are present.

See also

• Meta Conversions API documentation
• Meta CAPI (legacy blueprint)
• Consent
• Identity