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Overview

Destination Type:
Client-side
and
Server-side

Installation instructions

  1. Navigate to your Facebook Events Manager.
  2. From your Events Manager, click on the Facebook Pixel you would like to connect.
  3. In the Facebook Pixel menu, choose the Settings subtab.
  4. From this subtab, you can find your Pixel ID, and copy it — you will need it in a later step.
Ensure that the Track events automatically without code setting is turned off in the Event Setup subtab. This can lead to over-reporting of events and incorrect conversion values.
  1. Scroll down in the Settings subtab until you find Generate access token, and click on it. Copy this token as well.
  2. In the Converge sidebar, click on
    Event streams
    and then click Create new Destination.
  3. Select the Meta Ads (Facebook Ads) destination and click Next.
  4. Give your destination a name (e.g. Meta Ads Destination) and click Next.
  5. Fill in the Pixel ID and Access Token you copied from Facebook and click Next.
  6. Fill in your homepage domain name in the Your Domain name field, it does not need to include https://. Click Next.
  7. Select Use default mapping and click Next.
You can find the Default mapping for the Meta Ads (Facebook Ads) destination here. For more information on setting up Custom mappings, look here.
  1. Select the sources you want to forward events from, then click Next.
  2. Review any issues and click Submit.
Once you have installed your Converge Destination, you should pause or remove all existing Facebook tracking. Leaving these on will lead to duplicate tracking. Check the Turn off your old tracking setup guide for additional instructions.

Modify your Content ID

The Converge Meta Ads Destination will use the Default content mode to define the Content ID forwarded by default. However, you can configure the destination to use explicitly the Product ID, the Variant ID or SKU instead.
  1. Navigate to your Meta Ads Destination, click on Configuration.
  2. Click on the Configuration-subtab
  3. Open the Advanced configuration (optional) section
  4. Pick your desired Content ID, and click on Save
List of Content ID Modes
Content ID ModeBehavior
DefaultUse the variant_id if available, otherwise use the product_id
Product IdAlways use the product_id
Variant IdAlways use the variant_id
SKUAlways use the sku

Converge functionality

This integration supports the following Converge destination functionality.
Converge FeatureSupported
Custom Events
Filters
Server-side Conversions

FAQ

If you are a Shopify store, Converge needs to load both a theme.liquid pixel and a Shopify Custom Pixel to track reliably. See the FAQ in the Shopify Integration for more detailed information.Converge makes sure that no duplicate events get sent, even though the Facebook Pixel needs to be loaded in two separate places for complete event coverage.
If you are not using the Shopify Web integration, you might have an old pixel installed using a different tracking method, and you should turn this one off.
increase-coverage
Meta is warning you here that not all of your events are receiving identifiable information (e.g. email). Ideally, Facebook would have an email for every Added To Cart that ever happens on your website so they can easily attribute it.However, many people on the website are anonymous (they have never given their email to your store and thus Converge cannot track it). If the user never gives their email or address, then we can never send that email back. Converge sends as many of these parameters as there are available.The only events where you would expect a very high email match rate are events where the user always has to give an email (e.g. purchase). For all events where certain parameters are not always available (e.g. you do not expect all AddToCart or an InitiateCheckout to have an email), you can safely ignore this warning.
Facebook Click ID (fbc)
When inspecting the Event match quality score in Meta Events Manager, it’s common to see a low percentage for the Click ID (fbc) parameter. In most cases this is an expected value given how the fbc parameter works.The Click ID (fbc) is a parameter generated by Meta that is added to the URLs of your ads and used by Meta to track and identify events and conversions. See ClickID and the fbp and fbc Parameters
for additional information.
In an extreme scenario where all of your visitors arrive from a Meta ad, the Click ID (fbc) parameter would be present in 100% of your events.Not all your traffic will originate from Meta though. Users can reach your store through, for example, search engines, other ad platforms or even directly. This traffic will not contain the fbc parameter in the URL, given that it is exclusive to Meta ads.Given that, considering another extreme scenario where none of your traffic originates from Meta ads, it’s expected that Click ID (fbc) would be zero.Overall, you should expect the percentage of Click ID (fbc) to be directly related to the percentage of traffic your store receives that originate from Meta ads.In summary, if your store uses multiple marketing channel with no particular focus on Meta, it’s expected to see low percentages for the Click ID (fbc) parameter. On the other hand, if your store relies heavily on Meta, with a majority of your traffic coming through it, you should expect higher percentages.
Converge automatically sends the NewCustomerPurchase event to Facebook. To start using it for reporting and optimization, you need to create a custom conversion in Facebook Events Manager.We have a guide on setting up this custom event in the Meta Ads Manager here.
Confirm the following steps to troubleshoot.
  • The Facebook pixel is correctly configured. When the Facebook Automatic Events are enabled, Facebook tracks purchases automatically across your website — typically with a wrong AOV. This is a common source of over-reporting. You can turn this off in the Facebook Events Manager under Settings > Event setup > Track events automatically without code.
  • Converge is the only active Facebook integration. In the Converge destination logs, you can recognize it as External pixel events. Make sure all other Facebook tracking integrations other than Converge are turned off see here.
  • Converge tracks the correct number of Placed Order events. Compare the Attribution > Orders numbers with your backend.
  • The correct dataset is linked to your Facebook ads. The dataset ID should match your Converge destination configuration.
If none of the above provides a solution to your problem, have a closer look at the Facebook Events Manager. Verify the Purchase event by having a look at the number of events arriving from the server and browser, and the sampled activities.

Event mapping

Converge automatically maps the following events from the Converge event spec to the Meta spec.
Converge Event NameMeta Event Name
$page_loadPageView
Viewed ProductViewContent
Viewed CollectionViewContent
Added To CartAddToCart
Added To WishlistAddToWishlist
Started CheckoutInitiateCheckout
Added Payment InfoAddPaymentInfo
Placed OrderPurchase
Started SubscriptionSubscribe
Activated SubscriptionSubscribe
Placed Recurring Subscription OrderRecurringSubscriptionPaymentSucceeded
Cancelled SubscriptionCancelSubscription
Subscribed To NewsletterLead
SearchedSearch
Searched for StoreFindLocation
This integration also auto-tracks some additional events that are not part of the Meta Base Spec but are so heavily requested that we automatically forward them.
Converge Event NameMeta Event Name
Placed Order (New Customers Only)NewCustomerPurchase
To track custom conversion events in Converge, you must first set up the corresponding custom conversions in the Facebook Ad Manager. Without setting up these custom conversions, Converge will be unable to display the associated metrics.
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