Meta Conversions API is a tool for tracking the actions of website visitors for further analysis and setting up effective advertising. Unlike the usual installation and configuration of Meta Pixel, integration with the Conversions API provides a more reliable data connection, where web events are sent to Facebook from the server instead of the browser.
Meta Business Manager
Before connecting the Meta Conversions API, make sure you already have a Meta Business Manager account and have Meta Pixel connected to your Cartum website.
Connecting Meta Pixel
The Conversions API does not replace the standard Meta Pixel, which you install to collect various data about users and their interaction with your site. Facebook provides for running your customized Pixel in parallel with the API.
Meta Pixel is connected in the Cartum admin panel in Marketing → Marketing Services.
How to get an access token
Access token is a system account token.
Important: According to Meta's restrictions, only users with business developer rights can create an access token.
The procedure for obtaining an access token is described in detail in Meta's developer documentation.
After generating the token, be sure to copy and save it. After that, continue to set the account up according to Meta's instructions.
Activating the Conversions API on the website
To activate the Conversions API:
In the Cartum admin panel, go to Settings → General Settings → Facebook Conversion API.
In the Access Token field, enter the token you copied.
Check the Send events via API box and save your changes.
Conversions API events
Standard event codes are already set on your website. After connecting to the Meta Conversions API, the following events will be transmitted:
Purchase (Purchase);
Feedback request (Lead);
Successful registration (CompleteRegistration);
Checkout start (InitiateCheckout);
Adding a product to the cart (AddToCart);
Visiting the product page (ViewContent);
Visiting the search page (Search).