Setting Up Meta Pixel Conversion Webhook

The Meta Pixel integration sends conversion events directly to Facebook using the Conversions API, enabling server-side tracking that improves ad attribution and measurement accuracy beyond browser-based pixel tracking.

Prerequisites

Before setting up your webhook, you'll need:

• An active Facebook Business Manager account
• A Meta Pixel set up on your website
• Pixel ID from your Meta Events Manager
• Access Token generated from your Facebook Business account

Setup Process

1. Get Required Credentials

Find Your Pixel ID:

1. Go to Meta Events Manager
2. Select your pixel from Data Sources
3. Copy the Pixel ID

Generate Access Token:

1. In Meta Events Manager, go to Settings
2. Navigate to Conversions API section
3. Click Generate Access Token
4. Copy the token for webhook configuration

2. Create New Webhook

1. Navigate to Integrations → Webhooks
2. Click + New Webhook
3. Select Conversion Pixel template type
4. Choose Meta Pixel from the dropdown

3. Basic Configuration

1. Pixel ID: Enter your Facebook Pixel ID
2. Access Token: Enter your Facebook Access Token
3. Name: Give your webhook a name
4. Event: Select Recording Completed
5. Click Save Webhook

4. Advanced Options (Optional)

After saving, you can configure additional settings:

Dynamic Variables The system automatically maps call data to Facebook event parameters:

• UTCUnixTime maps to event_time for accurate timing
• InboundNumber maps to phone number (ph) for customer matching
• fbc maps to Facebook click identifier for attribution
• VisitorUserAgent maps to client_user_agent for device tracking
• VisitorIpAddress maps to client_ip_address for location data
• CallRevenue maps to value for conversion tracking

Request Structure The webhook sends conversion data as Purchase events with:

• Event timing and user identification data
• Custom conversion values and currency information
• Client information for improved matching

Filtering

• Add filters using any system tag (InboundState, BuyerName, CampaignName, etc.)
• Use Equals conditions to control when events fire
• Combine conditions with Add Or Rule or Add And Rule

Testing

• Fill in test values for detected variables
• Click Run Webhook to verify the integration
• Check Meta Events Manager Test Events to confirm data receipt

Best Practices

• Use alongside your existing Meta Pixel for optimal tracking coverage
• Ensure consistent event naming between server and browser tracking
• Test thoroughly before deploying to live campaigns
• Monitor Event Match Quality scores in Meta Events Manager
• Keep access tokens secure and rotate them regularly

Troubleshooting

• Verify your Pixel ID and Access Token are correctly entered
• Check that your Facebook Business account has proper permissions
• Ensure test events appear in Meta Events Manager Test Events tool
• Allow time for data to process and appear in Facebook reporting
• Review Meta's Conversions API documentation for parameter requirements

The integration provides more reliable conversion tracking by sending data directly from your server to Meta, helping improve ad performance and attribution accuracy in privacy-focused environments.