Activating Meta Conversions API (EN)

It is possible to upgrade the Meta App to Meta Conversions API. Activating Meta Conversions API has a positive effect on ad targeting, match rates and conversion metrics in Meta.

Activate the app

Using the following steps, you can activate Meta Conversions API in Activate:

Go to Apps in Activate
At Meta Conversions API, click on Activate:

There are monthly fees associated with activating Meta Conversions API!

Click on Activate:

Meta Conversions API is activated

Increasing data quality

After activation, Activate is going to send all events to Meta via the server from now on. This has the following consequences:

The frontend events are sent to Meta via both the pixel and server, after which Meta deduplicates the events. Sending the frontend events additionally via the server leads to higher data quality in Meta.
The backend events are sent to Meta via the server. Forwarding backend events leads to more events in Facebook, a higher match rate due to more matching parameters and higher data quality in Meta.

In Meta, under Meta Events Manager, you can see the effects in the event overview:

The connection method indicates the way the events were received in Meta:

Browser: the frontend events received through the Meta pixel.
Server: the backend events received via the Facebook API.
Browser& Server: events received via both (and are deduplicated).

When you open an event, the numbers of events sent via Browser and Server are shown:

From this overview you can get the following:

Events Processed: the events processed.
Events Deduplicated: the deduplicated events, i.e. events received via both the browser and server.
Events Processed: the events received through the server and not deduplicated. So these are the extra events that were included in the Meta statistics via the server method.

In Activate, you can see what data has been forwarded by clicking on the Meta Conversions API App:

In this view, on the left side you will see the Meta EMQ Score of each event. By clicking on the event you will see the matching keys that were sent along in the event. On the right side you will see the number of events sent to Meta through the Server.

The EMQ score indicates how effectively the matching keys in the event can be used to match the event to the correct Meta Conversions APIfile. A higher EMQ score can be achieved by sending identifiable user data to Activate as soon as possible, once a profile has this data we will automatically append it to subsequent Conversions API events.

Receiving Facebook Leads

By activating Meta Conversions API, Activate can receive the FBLeadAd event from Meta. This event is triggered when a new lead is generated by a campaign in Meta. The event includes the following fields:

ID: the event ID
Created_at: the time the lead was generated
Contact id: the Activate contact id
Email: the email address of the profile

If the event was triggered in the past seven days, it will be displayed between Events

In order to receive Leads data, you need to add ‘Spotler Activate Marketing API App System User' via ‘Integrations’ → ‘Leads Access’, ’Add People’ in Meta.