Facebook (Meta) Conversions

Learn how to create Syncs for Facebook conversions

Welcome to the Facebook Conversions API setup article! In this guide, we will show you how to connect to it as a destination and send conversion data to your Facebook Ads Manager. Let's get started!

Set up destination

  1. To begin, sign into the GrowthLoop Platform and navigate to the Destinations tab on the left sidebar. Click New Destination in the top right corner.


  1. In the Select Destination window that pops up, type Facebook Conversions into the search bar to find the Facebook Conversions. Click Add Facebook Conversions.


  1. Clicking Add Facebook Conversions will require you to select/insert the following information:


  • Destination Name: This is a friendly name for the destination, used to refer to it within the app.
  • Sync frequency: The default frequency for syncing audiences to a destination.
  • Select Ad Account: The Ad Account you wish to send conversion data to.
  • Facebook Pixel: This is a tracking code that measures the success of your ads. Use the same Pixel ID for both browser and server events if you have already set it up. Otherwise, follow the instructions on how to create one here.
  1. Select Create. We will validate that we have all the proper permissions to load audience data to Facebook. If successful, you should now see the new Facebook Conversions Destination in your list of connected destinations!


Routing signals to destination

  1. To route conversion signals to your Facebook Ads Manager, go to the Signals tab on the left sidebar and click New Signal Route in the top right corner.


  1. Clicking Create Signal Route will require you to select/insert the following information:


  • Route Name: A friendly name for the signal route.
  • Sync frequency: The default frequency for syncing conversion signals to a destination.
  • Update Rule: The default operation for syncing conversion signals to a destination. “Update only” changes existing data, “Insert only” inserts new data, and “Insert or update” is a hybrid action that adds new data if it's not already present or updates it if it is.
  • Source: The table that holds your conversion data for each event. Usually, it's organized within an events table.
  • Match Field: The column used to match and identify users from your source table in the destination system. Currently, Facebook Conversion API supports email, phone, External ID, Click ID, Browser ID, Subscription ID, Facebook Login ID, Lead ID, Client IP Address, and Client User Agent.
  • Unique Field: The column that contains values that are distinct for each user in the table.
  • Connection: The destination you will sync conversion data to. Please select Facebook Conversions.
  • Object Type: The event that you want to track and send to Facebook for conversion tracking and analytics. Please select Conversions.
  • Unique Field: The column used to match and identify users from the destination system in your source table. Currently, Facebook Conversion API supports email, phone, External ID, Click ID, Browser ID, Subscription ID, Facebook Login ID, Lead ID, Client IP Address, and Client User Agent.
  1. Once you finish selecting/inserting the required fields, click Save Route.


  1. Now it’s time to add the field mappings to enable your signal route. The Facebook Conversions API require the following information about each conversion signal be mapped:
  • Event Name: A distinct identifier for a specific customer action, which can be either a standard event like “Subscribe” or custom event. View the full list of standard events here.
  • Event ID: A unique string chosen by the advertiser, required for event deduplication, matching with browser/app events.
  • Event Time: Indicates when the event occurred. Facebook will automatically convert ISO 8601 timestamps to Unix.
  • Action Source: Indicates where conversions took place. The values you can send in the field are as follows: email, website, app, phone_call, chat, physical_store, system_generated, and other.
  1. To map the fields, select the column that represents the Event Name from the drop-down under Source.


  1. Under the Destination section, select Event Name from the drop-down.


  1. Click Add Mapping to include a new Source -> Destination row underneath.


  1. Repeat steps 9 through 11 to map the remaining 3 required destination fields: Event IDEvent Time, and Action Source.


  1. Congratulations! You have successfully created a signal sync using the Facebook Conversions API to your Facebook Ads Manager!