Meta’s Conversions API is designed to create a direct and more reliable connection between marketing data (from a server, website or app) and Meta. This marketing data helps enable ad personalization, optimization and measurement across Meta technologies so that your ads are shown to people who are more likely to find them relevant.
The Meta Conversions API works alongside the Meta Pixel, so to begin using the Conversions API you will need to have a Meta Pixel set up.
I have my Meta Pixel set up, how do I add the Conversions API to my project?
If you’ve already set up a Meta Pixel for your project, you will now use the same Pixel ID for your browser and server events.
To use the Conversions API, you need to generate an access token, which is passed as a parameter in each API call. Inside Events Manager, follow these steps:
- Choose the Pixel you want to implement the Conversions API for
- Select the ‘Settings’ tab
- Find the Conversions API section and click on the “Generate access token” link under ‘Set up manually’
- Note: The “Generate access token” link is only visible to users with the correct account permissions for the business. The link is hidden from other users.
- Click on the access token to copy this
- Now, navigate to Kickstarter and to the Promotion tab of your project editor, paste your access token into the field, and click “Save”
Please Note: It can take between 5 minutes and a few hours for your event data to show up in Facebook’s Event Manager.
Important things to note about your Meta Conversions API configuration:
- Kickstarter will never send any data for users who have not provided or who have withdrawn consent to tracking.
- Kickstarter respects users consent management preferences, so data will not be sent to tools if a user has asked not to be tracked.
- Kickstarter only sends necessary data to Meta.
- When viewing the data in Meta’s dashboard, the ‘Event Quality’ can range from Good, Okay and Poor:
- Please Note: Kickstarter only sends over data points available and deemed necessary, so Meta may treat our event quality as 'Okay' or 'Poor'. This does not reflect the actual quality of the event tracking and is simply representative of our choice to minimize the amount of data sent outside of our platform/to third parties.
- When viewing the data in Meta’s dashboard, the ‘Event Quality’ can range from Good, Okay and Poor:
- It can take between 5 minutes and a few hours for your event data to show up in Facebook’s Event Manager.
- You can see the events and parameters that Kickstarter sends here.
- Under Kickstarter’s Terms of Use and Privacy Policy, all creators are required to keep backer information confidential, except as strictly necessary to communicate with backers directly and fulfill rewards. No information provided by or about backers should be used for any other purpose without first receiving consent from the backer as required by applicable data privacy laws.
When can I add Meta Conversion API to my project?
You can add your Meta access token ahead of launching your project by navigating to the Promotion tab in your project editor. If your project is already live, you can also enter this information through your creator dashboard. To access this, select ‘Dashboard’ from the creator tools menu, located on the left-hand side of your project page.
After a project has ended it will no longer be possible to add your Pixel to your project page.
Further reading:
How do I track my project’s conversion rate?
Google and Meta Marketing Event Types and Schemas