Facebook Pixel

Forward events to Facebook using the Conversions API (CAPI) — a server-to-server integration.

Forwards events to Facebook using the Conversions API (CAPI) — a server-to-server integration that doesn't rely on the browser pixel.

Prerequisites

A Facebook Business Manager account
A Facebook Pixel
A CAPI Access Token

Getting credentials

In Facebook Events Manager, select your Pixel
Go to Settings → Conversions API → Generate Access Token
Copy the Pixel ID (numeric, found in Events Manager) and the Access Token

Connecting in the platform

Go to Destinations → Add Destination → Facebook Pixel
Enter Pixel ID and Access Token
Click Save & Activate

Event mapping

Event `eventName`	Facebook CAPI event
`page`	`PageView`
`product_viewed`	`ViewContent`
`product_added`	`AddToCart`
`checkout_started`	`InitiateCheckout`
`order_completed`	`Purchase`
`signed_up`	`CompleteRegistration`
`lead_submitted`	`Lead`
`searched`	`Search`
(any non-reserved name)	custom event (as-is or overridden via mapping)

Note: productRemoved, paymentInfoEntered, orderRefunded, and loggedIn have no standard Facebook CAPI equivalent and are not forwarded by default.

Facebook CAPI achieves accurate attribution by matching events to Facebook users via user_data parameters (hashed email, phone, etc.). Since this platform does not store PII, only the anonymous user_id is forwarded as external_id.

Impact: attribution accuracy will be lower compared to a full CAPI implementation that passes hashed user data. If accurate attribution is critical, consider enriching events server-side before they reach the platform, or discuss a custom integration with your team.

Known limitations

user_data is limited to external_id (your user_id)
Custom event names must be prefixed with CustomEvent. in some Facebook reporting views
Facebook deduplicates events by event_id — the platform sends a generated UUID per event