The Meta Conversion API workflow action lets advertisers send web events directly to Meta from their servers. This bypasses the third-party blocking enforced by iOS, Chrome, and ad blockers.

General Settings

Connection Type

Select the connection type you'd like to use for the Meta API. Your choice here determines which fields you'll need to fill in.

Select an Event Type; you have three options:

  • Funnel Events: These events are sent from a web server to record when the user interacts with it.
  • Lead Events: These events are triggered when a Lead moves across the pipeline stages.
  • Instagram DM: These events track interactions that happen via Instagram Direct Messages.

Access Token

To add an Access Token to your workflow, go to the Meta Business Manager section in your Meta account settings. Select Generate Access Token under the Conversion API category, copy the token, then paste it into the Access Token field in your workflow.

If the business page is new, you may need to set up Social issue, electoral, or political ads settings before the token becomes available. This may require identity confirmation.

Dataset ID

To set up the Dataset ID, go to Meta Business Manager settings and copy the ID from the details section. Paste it into the Dataset ID field in your workflow.

Value

In the Value field, enter the value for the event name you selected above. This sets the lead value based on your preferences.

Currency

Enter your currency type in the Currency field. It defaults to USD, but you can change it to match your local currency.

Test Code

To test the workflow, go back to Business Manager, click Data Sources, and find the Pixel you've created. Copy the test code from the test event and paste it into the Test Code field.

Event Type Specific Settings

For the Funnel Event and Instagram DM types, you'll additionally need to fill out these fields:

Facebook Event Name

In the Facebook Event Name section, select the appropriate event name from the options available. These include contact, lead, add payment info, and more.

Facebook Page

Select from your connected Facebook pages to connect to your API.

Instagram Account

Select from your connected Instagram Accounts to connect to your API.

Once testing is complete, delete the test code from the field and save the workflow.