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Facebook Pixel - Conversion API

With the iOS 14 release, Facebook has become more particular about how the data will be sent over to its servers. Earlier it was only via the user's browser but now Facebook requires it to be also sent via the server.

In this post, we have covered the following points:

Let's get started.

How to configure the Conversion API events?

To send pixel events directly to Facebook servers without using a visitor’s browser, you have to set up Conversions API for WooFunnels.

Step 1: Log in to your Facebook Business suite account

Go to your Facebook Business Suite account and log in using the credentials.

Log in to your Facebook Business suite account

Step 2: Go to More Tools and select “Events Manager”

Click on “More Tools” and you’ll see many options:

Go to More Tools and select “Events Manager”

Now, select “Events Manager” from the list.

Select “Events Manager” from the list

Step 3: Select your Facebook Pixel ID

On the left side, click on your Facebook Pixel ID.

Select your Facebook Pixel ID

Step 4: Go to Settings

Once you’ve selected your Pixel ID, go to Settings from the right section.

Copy the Facebook Pixel ID

Step 5: Copy and paste the Facebook Pixel ID on WooFunnels settings

Open a new tab and go to WooFunnels > Settings > Facebook Pixel.

Now, paste your Pixel ID there.

Paste the Pixel ID to settings

Step 6: Click “Generate access token” and copy the code

Go to the previous tab, scroll down to the section and click on Generate access token.

Generate access token

As you click on the link, a code will appear. Click to copy this code to the clipboard.

Copy the access token of Conversions API

Step 7: Paste the access token to WooFunnels

Click on “Enable Conversion API” below to your Facebook Pixel ID.

Enable Conversion API

Now, paste the access token there.

Paste the access token of Conversion API to WooFunnels

Once done, click on “Save Changes”.

Congratulations! You have successfully set up Conversions API for WooFunnels.

How to perform testing against the server-side events?

You can perform testing on Facebook Conversions API for WooFunnels. For this, you need to authorize a test server code from Facebook Pixel to WooFunnels.

Follow the instructions below:

Step 1: Select your Pixel ID and go to “Test events”

Click on the “Test events” tab.

Go to Test events in Facebook Pixel ID

Step 2: Click on the test event code to copy

Scroll down and copy the test event code by clicking on it.

Click on the test event code to copy

Step 3: Paste the test code to WooFunnels Facebook Pixel settings

Go to WooFunnels > Settings > Facebook Pixel. Now enable the “Test server events via test_event_code”.

Enable the test server event

Now paste the test event code there.

Paste the test event code

Note: We recommend unchecking this option after you’ve finished testing the events.

Step 4: Test and track the events

Run your sales funnels and track the test events here.

Track the test events - Facebook Pixel

That’s it! You have successfully enabled the test server events.

How to log purchase events on the website for troubleshooting?

Sometimes you may need to analyze requests and receive responses that Facebook has sent. Therefore, enabling the event logs allows you to capture logs on the website.

To enable the log event, go to WooFunnels > Settings > General

Under Facebook Pixel, check the "Enable Purchase Event Logs" box.

Enable the purchase event log

By enabling it, you've allowed WooCommerce to capture your purchase event logs.

You'll be able to check all the purchase event logs by going through WooCommerce > Status > Logs.

Check Purchase event log in WooCommerce Status

Note: We recommend unchecking the "purchase event log" option after you’ve finished testing the events.

This is how you can log purchase events on the website for troubleshooting.

Enable event-based tracking on your website

You can enable the PageView Event, Purchase Event, Synced Purchase Event & Advanced Matching with the Facebook Pixel.

1. Enable the PageView Event

2. Enable Purchase Event: Upsell will send total order value and store currency based on the order.

  • Enable Content Settings for Dynamic Ads: Your Product catalog must be synced with Facebook. Click here to know more.
  • Treat variable products like simple products Turn this option ON when your Product Catalog doesn't include the variants for variable products.
  • Select either Product ID or SKU to pass value in content_id parameter
  • Add prefix to the content_id parameter (optional)
  • Add suffix to the content_id parameter (optional)

3. Enable General Event: It will fire a Custom  Event for your Custom Audiences and Custom Conversions. post_type, content_name, post_id will be sent in General Event. You can also rename the event

4. Enable Advanced Matching With the Pixel: The upsell will send the customer's email, name, phone, address fields whichever is available in the order

5. Track Traffic Source & UTMs: Add traffic source as traffic_source and URL parameters (utm_source, utm_media, utm_campaign, utm_term, utm_content) as parameters to all your events.

*Important Note*: If you are using an external plugin such as Pixel Your Site, we strongly advise you to turn OFF Purchase Event from that plugin. And let WooFunnels take the responsibility of firing Purchase Event. Read FAQ for more details.

Once done, click on the Save Changes button.

There you go! This is how you can turn on event-based tracking for Facebook Pixel.

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