Facebook Conversions API for event organisers

Katie Appleby -

Facebook (now known as Meta) Conversions API was developed by Facebook in response to Apple's iOS14 update which limited the data that can be sent to websites and apps such as Facebook.

As an event organiser running ads on Facebook and selling tickets on FIXR, you can connect your Facebook pixel ID to your FIXR account. It is also recommended by Facebook and FIXR that you add your Conversions API access token to your FIXR account. You can learn more about how to do this in the sections below.

What is Facebook Conversions API?

The Conversions API is designed to create a direct connection between your marketing data and Facebook. Facebook recommends using both the pixel and the Conversions API so your ads are shown to people who are more likely to find them relevant thanks to ad personalisation. Benefits also include improved optimisation and measurement.

How it works

Website events sent through the Conversions API are linked to a tracking pixel to help maximise the effectiveness. Website events are actions that people take on a website such as viewing an event page, adding a ticket to their basket, or purchasing a ticket.

If you use both Facebook integrations (pixel and Conversions API), your ads will reach a more relevant audience, be more personalised to that audience and your campaigns will be optimised towards better results.

To connect your pixel ID and Conversions API access token to your FIXR account, copy and paste the two numbers from Facebook to FIXR.

What is the FIXR x Facebook integration?

If you are advertising your events on Facebook and/or Instagram and directing traffic to your FIXR event page(s), you should add your pixel ID and Conversions API access token to your FIXR account. Scroll down for how-to instructions.

The FIXR x Facebook integration helps you to view and report on purchase conversions in Facebook Ads Manager. The addition of the Conversions API used in conjunction with a pixel should reduce inaccuracies in Facebook's pixel reporting, improving results for Facebook advertisers.

If you have your own website with a FIXR Ticket Shop, you can set up or upgrade the Ticket Shop by ticking the box next to 'track pixel events on my own domain'.

How do I generate a Conversions API access token?

  1. Go to https://business.facebook.com/events_manager
  2. Sign in to your Facebook account
  3. Click 'connect data sources'
  4. Choose the pixel you want to implement
  5. Click 'settings'
  6. Find Conversions API and click 'generate access token'
  7. Copy and paste the access token somewhere like a document or draft email. This is important as the number is not stored by Facebook.
  8. Add the access token to your FIXR account by signing in and going to manage account > account settings > advertising. Click 'save changes'.

To use the Conversions API you must have a pixel ID. Find out how to set up a Facebook pixel or where to find your Facebook pixel.

For more information visit the Facebook Business Help Centre.

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