Connect Meta via the Conversions API
Create a Meta destination with your Pixel ID and Conversions API access token, validate with a test event code, and confirm deduplication against your browser pixel.
A Meta destination sends your conversions to the Meta Conversions API, deduplicated against your existing browser pixel. You need two things from Meta: your Pixel ID and a Conversions API access token.
Get your credentials from Meta
- Open Meta Events Manager and select the pixel (dataset) your ads account uses.
- The Pixel IDis the numeric ID shown in the dataset's settings.
- In the dataset's Settings tab, scroll to the Conversions API section and use Generate access token. You need admin access to the pixel to see this option. Copy the token somewhere safe, as Meta shows it once.
Create the destination
- In RoasProof, go to Destinations and create a new one.
- Pick the website the destination belongs to and select Meta as the platform.
- Name it (“Main pixel” works), then paste the Pixel ID and Conversions API access token.
- Optionally add a test event code (next section), set the status to active, and save.
Validate with a test event code
In Events Manager's Test events tab, Meta shows a code like TEST12345. Paste it into the destination's Test event code field while validating: events are then routed to the Test Events view in real time instead of your production reporting, so you can check payloads without polluting your data.
Trigger a conversion (or send one through the API), confirm it appears in Test Events with the parameters you expect, then remove the test event code. Events keep routing to Test Events for as long as the code is set.
Confirm deduplication
Keep your browser pixel running. That is by design. Both copies of a conversion carry the same event_id, so Meta keeps exactly one. In Events Manager, open an event and check that browser and server copies are being paired (Meta labels this event deduplication). If you see double counting, the two copies are carrying different IDs. Make sure your server events use the same deterministic event_id your pixel fires.
What Meta receives
Each event carries the identifiers Meta matches on: hashed email and phone, a hashed external_id, fbc/fbp(recovered from the visitor's first touch when the browser lost them), client IP address and user agent. That combination is what moves your Event Match Quality score. Expect it to climb within a few days of going live.