Event Tracking
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Facebook Ads Destination

Facebook Ads Features

The Ours Facebook Ads feature allows you to securely track conversions and other allowed events for Facebook Ads in a HIPAA-compliant manner. By routing all events through our server, we ensure that Facebook never interacts directly with your clients' browsers. We also allow you to redact and/or hash data before it is sent over to Facebook.

With Ours, you can capture meaningful engagement data while safeguarding privacy, helping your Facebook Ads account stay compliant and optimized with actionable insights.

Ours automatically captures Facebook click ids from the URL query string and saves them for dispatching future events.

The Facebook Conversion API (CAPI) allows Ours to send events directly from our servers to Facebook's servers, bypassing the client browser. This server-to-server connection enhances privacy by keeping user information secure and avoiding direct exposure of user data to Facebook.

Configuring a Facebook destination

To add a destination, click on Destinations from your Ours platform. Click the Add destination button and select Facebook as the destination type to add.

Then, copy and paste your Pixel ID and Facebook Conversion API Key into the Ours destination configuration tool. After successful configuration, you will see a message that says “Your destination is configured and ready.”

Find your Pixel ID

  1. Go to Facebook Business Manager
  2. Look for the Menu icon (usually a grid icon in the top-left corner) and click on it
  3. From the dropdown menu, select Business Settings. This will take you to a page where you can manage various aspects of your business account
  4. In the left-hand sidebar, under Accounts, find and click on Data Sources
  5. Under Data Sources, click on Pixels. This section lists all the Pixels associated with your account
  6. Click on the Pixel you want to use. This will bring up detailed information about that specific Pixel. Look for the Pixel ID which is typically displayed right underneath the name of your Pixel. It should be a numeric code and look something like 1090401615075844
  7. Copy and paste that Pixel ID into the Ours destination configuration tool

Find your Facebook Conversion API Key

  1. On the same pixel that you copied the Pixel ID for, navigate to the Settings tab within the Events Manager for that specific data source
  2. Scroll down until you find the Conversions API section
  3. In the Conversions API setup section, you will find an option to generate an access token
  4. Click on Generate Access Token
  5. Copy the access token provided. This token is a unique identifier that allows your server to communicate securely with Facebook's servers
  6. Copy and paste that Facebook Conversion API Key into the Ours destination configuration tool

Enabling custom events in Facebook

Under Events Manager, you may need to review the custom events that you send to Facebook and acknowledge that you agree to send data that follows your Meta Business Tools terms.

Standard Facebook Events

See Facebook's documentation on Standard Events to see the full list of specific events that Meta takes and each optional and required parameter.

If you want to use a Standard Facebook event name, you can either:

  • Create an allowed event with the same name as a Standard Facebook Event name

or

  • Use an existing allowed event and rename for your Facebook destination to a standard event name

Below are just a few common/standard events Facebook has special additional event properties defined for.


Common Facebook events and their properties

Unless otherwise noted, the properties listed below are not required for these events. Including optional properties, even though they are not required, can improve the effectiveness and value of your event data.

⚠️

IMPORTANT: When implementing Facebook events in a privacy forward context, ensure that no PII/PHI is included in any event properties. Ours redacts and hashes all user properties sent in events, but we do not expect you to include such sensitive data in your event properties.

Purchase

When a purchase is made or checkout flow is completed. For example, a person has finished the purchase or checkout flow and lands on thank you or confirmation page.

Properties
currency (required)
value (required)
content_ids
content_type
contents
num_items

Example

ours('track', 'Purchase');

AddToCart

When a product is added to the shopping cart. For example, a person clicks on an add to cart button.

Properties
contents (required for Advantage+ catalog ads)
content_ids
content_type
currency
value

Example

ours('track', 'AddToCart');

InitiateCheckout

When a person enters the checkout flow prior to completing the checkout flow. For example, a person clicks on a checkout button.

Properties

content_ids
contents
currency
num_items
value
contents

Example

ours('track', 'InitiateCheckout');

Lead

When a sign up is completed. For example, a person clicks on pricing.

Properties

value
currency

Example

ours('track', 'Lead');

CompleteRegistration

When a registration form is completed. For example, a person submits a completed subscription or signup form.

Properties

currency
value
status

Example

ours('track', 'CompleteRegistration', { status: 'completed' });

Subscribe

When a person applies to a start a paid subscription for a product or service you offer. For example, a person subscribes to your streaming service.

Properties

currency
predicted_ltv
value

Example

ours('track', 'Subscribe', { value: 10, currency: 'USD' });

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Updated 25 days ago