Facebook / Meta Ads Connector

The Facebook/Meta Ads Connector is used to send data to the Facebook/Meta Conversion API.

Prerequisites

• Meta Pixel. If you don't already have one, read Meta's instruction on how to create Meta Pixel.
• Admin or Developer access for the Meta business porfolio

Avoid Duplicate Tracking: Must-Do Steps Before Using the Connector

Before using the Tracklution Meta Connector, ensure that you remove or deactivate any existing tags or integrations that send data to the same Meta Pixel you intend to use. If multiple sources send the same events to the Pixel (e.g., both Shopify's native integration and Tracklution), it can result in duplicate event firing, leading to inaccurate or inflated reporting.

Tracklution's Meta Connector includes both the Meta Pixel and Conversions API, which allows Meta to deduplicate events only if both signals are sent from the same source and include the necessary event identifiers (like event_id). However, if multiple platforms send the same event independently, Meta cannot reliably deduplicate them, and this may degrade your ad performance and attribution accuracy.

If you'd prefer to keep your existing setup, you can create a separate Meta Pixel specifically for Tracklution. This allows you to run Tracklution in parallel without interfering with your current configuration. Follow Meta’s official guide to create a new Meta Pixel.

If you are migrating from Shopify's Facebook & Instagram app, whether you need to turn off data sharing in Shopify depends on which pixel that app is connected to. Switching also has implications for any Custom Conversions you have set up in Meta, and opens up new possibilities for custom event tracking that the Shopify native integration does not support. See Switching from Shopify's Meta integration to Tracklution below.

Meta Connector Setup Instructions

1. Click "Add" or "Edit" on the Meta Connector card on your Tracklution container dashboard
   

2. Provide the Meta Pixel ID and Conversion API Access Token
   

   • Meta Pixel ID
     

     1. Go to Meta Events Manager -> Datasets (previously named Data Sources)
     2. Make sure you are in the right account
     3. Choose the pixel you want to send data to
     4. Select the Settings tab, copy the Pixel ID and paste it to Tracklution

   • Meta Conversion API Access Token
     

     1. In the Pixel Settings (same as in the previous step), scroll to the section "Conversions API"
     2. Under "Set up direct integration", select "Set up with Dataset Quality API" and click "Generate access token"
        (Ensure you have enough permissions for this Pixel & Business to create the access token)
     3. Copy the access token and paste it to Tracklution

3. If you are ready to go live sending data to Facebook Ads, toggle the "Live" button and press "Save". Otherwise you can save your details by pressing "Save" and later come back to toggle the "Live" button.

When your Connector is live, your collected data will be sent to Meta Pixel and Meta Conversion API (Facebook and Instagram Ads).

Validate the setup

Tracklution Dashboard

1. First ensure that Tracklution is successfully delivering events to Meta from the Tracklution dashboard. You should see "Success" and the Facebook logo in the Processed Data Table under "Delivered To" column. 
   • If you don't see "Success" here, refer to our debugging article: Tracklution Dashboard: Event Validation & Debugging

Meta Events Manager

1. Go to Events Manager -> Datasets -> Choose the pixel connected to Tracklution -> Overview.
2. The number you see in "Total events" is the sum of both browser + server events that are deduplicated automatically if Tracklution is the only data source for that Pixel.
3. Open an event from "View details", find the event volume graph under "Event overview"and check if the numbers in "Total browser events received" and "Total server events received" are approximately the same, and the "Event deduplication" tab has no issues detected. 
   • Make sure the selected timeframe does not start before Tracklution was connected to Meta.

Notes:

Events Manager lists all events Tracklution sends to your Meta pixel, regardless of whether Meta decides to use them for ad reporting. Ads Manager only shows events that are attributed to your ads according to Meta’s attribution model and settings (e.g., attribution window, matching rules, campaign connection). So, if the events appear in Events Manager but not Ads Manager, it means that Tracklution is working correctly, but it is possible that:

• Meta didn’t attribute the conversions to any active ad (e.g., the click or view that led to the event is outside your attribution window, or consent wasn’t given for tracking).
• They’re custom events not yet connected to a tracked ad campaign or custom conversion in Ads Manager.
• Ads Manager’s report is filtered by campaign/ad set/ad that didn’t deliver those events.

Note that custom events need to be first reviewed in Meta before you can see them. Here's how to approve the events in Meta.

Switching from Shopify's Meta integration to Tracklution

If your shop runs on Shopify and you have the Facebook & Instagram app installed, first check which Meta Pixel it is connected to, this determines whether any action is needed.

What changes in Meta

Shopify's native integration only tracks standard ecommerce events (PageView, ViewContent, AddToCart, InitiateCheckout, Purchase) and does not send custom-named events. When you switch to Tracklution, the parameter structure sent alongside those events can differ, so if you have Custom Conversions in Meta that rely on specific parameter values such as content_ids, or content_type verify that they still fire correctly after switching. If you are moving to a new pixel entirely, Custom Conversions tied to the old pixel will need to be recreated for the new one.

With Tracklution you can also go beyond the standard event set by using Event Creation Rules to create custom-named events server-side, for example NewCustomerPurchase or PurchasePOS without touching your website code. Note that custom-named events need to be reviewed and approved in Meta before they can be used in ad campaigns. Here's how to approve the events in Meta.

Troubleshooting

Issues with a connector? Visit our Troubleshooting and FAQ for Meta to find answers to most common issues for each connector.
Are you missing an event that should be delivered to Meta? Find your missing event by going through the Tracklution Debug Quest.

Meta Restrictions & Tracklution: Quick Guide

If you're in the health industry, Meta may limit your tracking. Here's how Tracklution helps. Read more about the Meta restrictions from Meta.

What You Can Do with Tracklution?

1. Use event renaming to disguise restricted events: Example: Purchase → CustomEvent1

• Configure this in your tracking container's Settings-tab, in the "Standard and Custom Events" table.
  
• In the table, you can decide with what name Meta receives the event. For example, you can rename your "Purchase" event to "MyCustomEvent1". Here's detailed instructions on how to rename events in Tracklution before the events are sent: Change Event Mappings.
• If the new custom-events don't show up in Meta Events Manager, you might have to approve the events in Meta.

2. Override Delivery Domain

You can send events as if they’re coming from a different domain. Do this especially if the event renaming did not work.

To use it:

• Click Edit on the Meta connector card
• Click "Additional settings"
• Add the URL you want to use to "Override Delivery Domain", like this;
  
• You can use what ever domain name you wish.

3. Edit your tracking script

You can also decide which events and event parameters you are tracking with Tracklution. You can remove parts from the tracking script(s) you do not wish to track. More about event tracking in the Event Tracking Guide.

How do I know if it's working?

To see if Tracklution is able to send the events to Meta, check from the Tracklution dashboard if the events have "Success" sign in the delivery row in the event log. More about debugging events here: Tracklution Dashboard: Event Validation & Debugging. If the "Success" sign is there, check from your Meta Events Manager, that you are receiving events (this only works if Tracklution is the only source of data for the pixel).

If these remedies do not work, you might need to create a new pixel in Meta and connect that to Tracklution again.

"action_source"

If you want to define the action_source of your webhook events, that is possible by including the parameter key sourcename for your value. The value you add will then be parsed to Meta's CAPI as action_source. All events will be sent to Meta with action_source website by default. Changing it is only possible with webhook events, and you need to be precise with the name and case in order for Meta to be able to process the action_source (see definitions by Meta). Any event coming from your website will always be set to action_source website and cannot be changed.