> ## Documentation Index > Fetch the complete documentation index at: https://docs.datalyr.com/llms.txt > Use this file to discover all available pages before exploring further. # Meta Ads > Send conversions to Facebook and Instagram with CAPI for improved attribution The Meta Ads integration sends conversions to Facebook and Instagram using Meta's Conversions API (CAPI) for server-side tracking that captures conversions browser pixels can miss and improves attribution accuracy. ## What Gets Synced **Ad Performance Data (From Meta):** * Campaign, ad set, ad stats * Spend, impressions, clicks * CPM, CPC, CTR * Conversions reported by Meta **Conversion Data (To Meta):** * Purchase events with revenue * Lead gen events * Signup/registration events * Add to cart, begin checkout events * Page view events * Custom events you configure ## How It Works ### Conversion Flow **1. User Clicks Meta Ad** ``` User clicks Facebook ad on mobile Meta appends fbclid to URL URL: https://yoursite.com/?fbclid=IwAR123... ``` **2. DATALYR Captures Click ID** ``` DATALYR tracking script captures: - fbclid: IwAR123... - _fbp cookie (browser ID) - _fbc cookie (click tracking) Stores in visitor profile: anon_abc123 ``` **3. User Browses and Converts** ``` User views products, adds to cart User completes purchase: $99.99 ``` **4. Conversion Sent to Meta CAPI** ``` DATALYR sends server-side conversion: - Event: Purchase - Value: $99.99 - fbclid: IwAR123 (from Day 1) - Enhanced matching: email, phone (hashed) - Deduplication with browser pixel ``` **5. Meta Attributes Conversion** ``` Meta receives conversion Matches fbclid to original ad click Attributes $99.99 to Facebook ad campaign Updates campaign performance metrics ``` **Result:** Purchase correctly attributed to Meta ad, even if it happened days later or on different device. ## Setup ### 1. Connect Meta Account 1. Navigate to Settings → Sources in DATALYR 2. Click "Connect" next to Meta Ads 3. Log in to Facebook/Meta account 4. Select Business Manager and ad account 5. Grant permissions: * Read ad insights * Manage ads * Access Conversions API 6. Click "Authorize" ### 2. Select Primary Ad Account After connecting: 1. DATALYR shows all accessible ad accounts 2. Select your primary ad account for conversions 3. Select the Meta Pixel to use for CAPI events 4. Click "Save" ### 3. Configure Conversion Events 1. Go to Settings → Conversion Rules 2. Map your events to Meta standard events: * `purchase` → Purchase * `add_to_cart` → AddToCart * `begin_checkout` → InitiateCheckout * `signup` → CompleteRegistration * `lead` → Lead 3. Set conversion values (optional): * Use order total for purchases * Fixed value for leads * LTV for signups ### 4. Verify Integration **Test Conversion:** 1. Click a Meta ad (use test ads if available) 2. Complete a conversion on your site 3. Go to Meta Events Manager 4. Check "Test Events" tab 5. Verify conversion appears with CAPI badge **Check Attribution:** 1. View conversion in DATALYR Event Stream 2. Verify fbclid is present 3. Confirm conversion sent to Meta (check logs) ## Meta Conversions API (CAPI) ### Why CAPI Matters **Browser Pixel Limitations:** * iOS 14+ tracking restrictions * Ad blockers prevent pixel loading * Cookie consent requirements * Browser privacy features **CAPI Benefits:** * Server-side tracking (no browser required) * Works reliably where browser pixels are limited on iOS * Immune to ad blockers * More accurate attribution * Better event matching ### How CAPI Works **Browser Pixel:** ```javascript theme={null} // Meta Pixel fires client-side fbq('track', 'Purchase', { value: 99.99, currency: 'USD' }); ``` **CAPI (Server-Side):** ```javascript theme={null} // DATALYR sends to Meta Conversions API POST https://graph.facebook.com/v25.0/{pixel_id}/events { "data": [{ "event_name": "Purchase", "event_time": 1727634645, "event_id": "evt_123", "event_source_url": "https://example.com/checkout", "action_source": "website", "user_data": { "em": "hashed_email", "ph": "hashed_phone", "fbp": "_fbp_cookie", "fbc": "_fbc_click_cookie", "external_id": "user_456" }, "custom_data": { "value": 99.99, "currency": "USD" } }] } ``` ### Deduplication DATALYR automatically deduplicates between browser pixel and CAPI: **Event ID Matching:** * Browser pixel: `fbq('track', 'Purchase', {...}, {eventID: 'evt_123'})` * CAPI: `event_id: 'evt_123'` * Meta deduplicates if event\_id matches **How DATALYR Handles It:** ```javascript theme={null} // DATALYR uses consistent event IDs Browser Pixel Event ID: evt_order_123_1727634645 CAPI Event ID: evt_order_123_1727634645 Result: Meta counts as ONE conversion (not two) ``` ## Enhanced Matching DATALYR sends hashed customer data to improve match rates: ### Customer Data Sent **Always Hashed (SHA-256):** * Email address * Phone number * First name * Last name * City, state, zip code * Country **Example:** ```javascript theme={null} // Original data (NEVER sent in plain text) email: "user@example.com" // Hashed with SHA-256 before sending em: "b4c9a289323b21a01c3e940f150eb9b8c542587f1abfd8f0e1cc1ffc5e475514" ``` ### Browser IDs **\_fbp (Facebook Browser Pixel):** * First-party cookie set by Meta Pixel * Identifies browser/device * Format: `fb.1.{timestamp}.{random}` **\_fbc (Facebook Click):** * Contains fbclid from ad click * Tracks which specific ad was clicked * Format: `fb.1.{timestamp}.{fbclid}` **fbclid (Facebook Click ID):** * Appended to URL by Meta ads * Unique identifier for each ad click * Used for attribution and conversion matching ## Attribution ### Cross-Device Attribution DATALYR attributes conversions across devices using identity resolution: **Example:** **Mobile (Day 1):** ``` User clicks Facebook ad on mobile fbclid captured: IwAR123 Visitor ID: anon_mobile_456 ``` **Desktop (Day 7):** ``` User purchases on desktop Different visitor ID: anon_desktop_789 BUT same email: user@example.com DATALYR links: 1. anon_mobile_456 → user@example.com 2. anon_desktop_789 → user@example.com 3. Finds fbclid from anon_mobile_456 4. Sends conversion with original fbclid ``` **Result:** Desktop purchase attributed to mobile Facebook ad. ### Attribution Windows **Meta Default Windows:** * 7-day click attribution * 1-day view attribution **DATALYR Settings:** * 30-day attribution window (default) * Configurable per workspace If user clicks ad on Day 1 and converts on Day 35, conversion is NOT sent to Meta (outside window). ## Event Mapping ### Standard Events Map your events to Meta standard events for better optimization: | Your Event | Meta Event | Use Case | | ------------------ | -------------------- | ----------------------- | | `purchase` | Purchase | E-commerce checkout | | `add_to_cart` | AddToCart | Add item to cart | | `begin_checkout` | InitiateCheckout | Start checkout | | `signup` | CompleteRegistration | User registration | | `lead` | Lead | Lead form submission | | `view_content` | ViewContent | Product page view | | `search` | Search | Site search | | `add_payment_info` | AddPaymentInfo | Payment details entered | ### Custom Events Send custom events for specific business needs: ```javascript theme={null} // Track custom milestone datalyr.track('trial_started', { plan: 'pro', trial_days: 14 }); // Maps to Meta custom event Event Name: trial_started Custom Data: {plan: 'pro', trial_days: 14} ``` ## Advanced Features ### Action Source DATALYR automatically sets the correct `action_source`: **website:** Web-based conversions (default) ``` User converts on website action_source: "website" ``` **app:** Mobile app conversions ``` User converts in iOS/Android app action_source: "app" ``` **physical\_store:** Offline conversions ``` User purchases in store action_source: "physical_store" ``` ### Limited Data Use (LDU) For California (CCPA) and other privacy-restricted regions: ```javascript theme={null} // DATALYR automatically sets LDU for California users { "data_processing_options": ["LDU"], "data_processing_options_country": 1, // USA "data_processing_options_state": 1000 // California } ``` ### Test Events Test conversions before going live: 1. Enable test mode in DATALYR 2. Create test conversion 3. Check Meta Events Manager → Test Events 4. Verify data is correct 5. Disable test mode for production ## Troubleshooting ### Conversions Not Appearing in Meta **Check:** 1. Integration is connected and active 2. Meta Pixel ID is correct 3. Event has fbclid or \_fbp cookie 4. Event is within attribution window (30 days) 5. Check Events Manager for errors **Common Issues:** * Missing fbclid: User didn't come from Meta ad * Duplicate event IDs: Check deduplication * Invalid user data: Email/phone must be hashed ### Low Match Rate **Improve matching by:** 1. Send email with every conversion 2. Include phone number when available 3. Send full address data (city, state, zip) 4. Ensure \_fbp and \_fbc cookies are captured **Check:** ``` Meta Events Manager → Data Sources → Your Pixel → Match Quality ``` Target: 60%+ match rate ### Attribution Discrepancies **DATALYR vs Meta Numbers:** Common reasons for differences: * Attribution windows differ (DATALYR: 30d, Meta: 7d) * View-through attribution (Meta counts, DATALYR doesn't by default) * Conversion time differences (DATALYR uses event time, Meta uses ad time) **Best Practice:** Use DATALYR for truth, Meta for optimization signals. ## Data Privacy **Customer Data:** * All emails, phones, names are SHA-256 hashed * No plaintext PII sent to Meta * GDPR and CCPA compliant * Opt-out respected **Hashing Example:** ```javascript theme={null} // Before hashing Email: "user@example.com" // After hashing (sent to Meta) em: "b4c9a289323b21a01c3e940f150eb9b8c542587f1abfd8f0e1cc1ffc5e475514" // Meta matches hash to their users without seeing email ``` ## Next Steps Send conversions to Google Ads Track TikTok ad performance Send conversions to OpenAI's CAPI Configure custom conversion rules View complete customer paths ## Need Help? Questions about Meta Ads integration? Check our [troubleshooting guide](/troubleshooting/integration-errors) or contact support.