This article describes how to set up the Facebook Conversions connector in your account.

In this article:

Table of Contents Placeholder


The Facebook Conversions connector requires:

For Facebook Pixel to work with the Facebook Conversions connector, enable the Tealium partner integration in your Facebook Ads account settings as follows:

  1. Log into your Facebook Ads Manager account and click Events Manager from the menu.
  2. In the left menu, select Data Sources, then select the desired Pixel and click on the Settings tab.
  3. Scroll down to the Server-Side API section.
  4. In the Partner Integration section, click Choose a Partner.
  5. Select Authorize Tealium Connection, and click Continue to enable Tealium.

If you do not see the option to toggle a partner integration, contact your Tealium Account Manager for support.

Connector Actions

Action Name AudienceStream EventStream
Send Event

Configure Settings

Go to the Connector Marketplace and add a new connector. Read the Connector Overview article for general instructions on how to add a connector.

After adding the connector, configure the following settings:

  • Test Connection
    • If your pixel has been whitelisted and enabled for Tealium, a TealiumTestConnector event is tracked on your pixel. Use the Test Connection button to send a test event named "TealiumConnectorTest"
    • Check the Facebook Events Manager Pixel Overview to confirm the event was received.
    • If your test fails, double check the steps described in the Facebook Server-Side Events Connector Setup Guide.

Action Settings - Parameters and Options

Click Next or go to the Actions tab. This is where you configure connector actions.

This section describes how to set up parameters and options for each action.

Deduplication for Facebook Pixel and Facebook Conversions API for Web Events

To configure this connector action to receive event IDs from the Facebook Pixel tag in your iQ Tag Management account, look for event attributes using the following naming convention:

fb_event_id_<Facebook Event>_<Tag UID>

For example: fb_event_id_Purchase_32 or fb_event_id_PageView

IDs were previously generated as fb_event_id_<Facebook Event>. These IDs will continue to be generated but are considered legacy. The new IDs allow for use with multiple Facebook tags firing on a single page and offer a stronger tie back to the related tag. If you are using the legacy version, you must change the connector to the new ID.

Use a separate action for each type of event ID. Map the event-specific event ID attribute to Event ID with the matching event name mapped to Event Name. For example:

Tealium Attribute/Value Facebook Parameter
fb_event_id_Purchase Event ID
"Purchase" (Custom Text) Event Name

See the Facebook Pixel Tag Setup Guide.

Action - Send Event


Parameter Description
Event Source URL
  • Optional.
  • The browser URL where the event happened.
Data Processing Options
  • Required
  • Map value to LDU to have Facebook process event with Limited Data Use restrictions.
  • Otherwise map "None" to specify that the event should not be processed with Limited Data Use restrictions.
  • For more information, see Facebook Data Processing Options.
Event Name
  • Required.
  • A Facebook pixel standard event name.
Debugging Level
  • Optional.
  • Set the "trace" level for the event.
    • 1 for Error
    • 2 for Info
    • 3 for Debug
Data Processing Options Country
  • Required if Data Processing Options is mapped to LDU.
  • Map country code associated with user event.
  • Accepted code values:
    • "1" for the United States of America
    • "0" to request country to be geolocated by Facebook
  • Geolocation also requires mapping the "Client IP Address" attribute.
Event ID
  • Optional.
  • An ID used by Facebook to de-duplicate the same event sent from both server and browser.
  • Verify this is an ID unique to one pair of events sent from browser and server.
Event Time
  • Optional.
  • A Unix timestamp in seconds indicating when the actual event occurred (auto-populated at execution time if absent).
Data Processing Options State
  • Required if Data Processing Options is mapped to LDU.
  • Map state code associated with user event.
  • Accepted code values:
    • "1000" for California
    • "0" to request state to be geolocated by Facebook.
  • Geolocation also requires also mapping the "Client IP Address" attribute.
Opt Out
  • Optional.
  • A flag indicating to not use this event for ads delivery optimization
  • Set this to true to only use the event for attribution.
  • Postal zip code.
  • Example: 94035
Client User Agent
  • Do not hash.
  • The user agent for the browser corresponding to the event.
Client IP Address
  • Do not hash.
  • The IP address of the browser corresponding to the event.
  • A phone number.
  • Include only digits with country code, area code, and number.
  • Example: 16505551212
  • US State abbreviation.
  • Example: ca
  • Email address.
  • Example:
Last Name
  • A last name in lowercase.
  • Example: smith
First Name
  • A first name in lowercase.
  • Example: joe
  • A city in lower-case without spaces or punctuation.
  • Example: menlopark
External ID
  • Do not hash.
  • Any unique ID from the advertiser, such as loyalty membership IDs, user IDs, and external cookie IDs.
Browser ID
  • Do not hash.
  • The browser ID value stored in Facebook's _fbp cookie.
Subscription ID
  • Do not hash.
  • The subscription ID for the user in this transaction.
  • This is similar to the order ID for an individual product.
  • Example: anid1234
  • Lowercase.
  • Options are:
    • f for female
    • m for male
Date of Birth
  • A date of birth given as year, month, and day.
  • Example: 19971226 for December 26, 1997.
Click ID
  • Do not hash.
  • The Facebook click ID value stored in Facebook's _fbc cookie.
User Data is already hashed
  • Check this box if the Target User Identifier Data is already hashed.
  • The currency for the value specified if applicable.
  • Currency must be a valid ISO 4217 three-digit currency code.
  • Example: usd
Content Name
  • The name of the page or product associated with the event.
  • Example: lettuce
Number of Items
  • Use only with "InitiateCheckout" events.
  • The number of items that a user tries to buy during checkout.
  • Example: 4
Search String
  • A search query made by a user.
  • Use only with Search events.
  • Example: lettuce
  • Use only with "CompleteRegistration" events.
  • The status of the registration event.
  • Example: registered
Order ID
  • The order ID for this transaction.
  • Example: order1234
Content Type
  • Must be either product or product_group.
  • Set to product if the keys you send are in Content IDs or Content Product.
  • Content Product represent products.
  • Set to product_group if the keys you send are in Content IDs.
  • Content Product represents product groups.
Predicted Lifetime Value
  • The predicted lifetime value of a conversion event.
  • Example: 432.12
Content IDs
  • The Content IDs associated with the event, such as product SKUs for items in an AddToCart event.
  • Example: ['ABC123', 'XYZ789'].
  • If a non-array event attribute is provided, it is converted into a single-item array.
  • If Content Type is product; this mapped value must be a non-array event attribute or single-element array.
  • A numeric value associated with this event.
  • This may be a monetary value or a value in some other metric.
  • Example: 142.54
Content Category
  • The category of the content associated with the event.
  • Example: grocery
  • Product quantities.
  • Product individual prices.
  • Product IDs.
JSON Template Variables
  • Provide template variables as data input for templates.
  • See the Template Variables Guide.
  • Name nested template variables with the dot notation, for example
  • Nested template variables are typically built from data layer list attributes.
JSON Templates


There are several options available to setup and manage Tealium's server-side API partner integration with Facebook.

  1. The Partner Integration Gallery:partnerintegration.png
  2. The Pixel Settings tab via the Choose Partner button:choosepartner.png
  3. The web signal setup flow and Server-side API guidance card: setup.png

Verify Events

After sending your events, verify that Facebook has received them in the overview and breakdown views:

  1. Go to Business Manager > Pixels.
  2. Click on the pixel corresponding to the PIXEL_ID in your POST request.



In the Overview tab, change the view from All to Server to see the number of events you have successfully sent.



The Breakdown tab displays the breakdown of successfully sent events. Dropped events do not appear in the Server Events Received column.


You are able to verify events within 20 minutes after sending them from your server.


For validation, use Facebook's Payload Helper with your data parameter fields to see how structure your payload when it's sent to Facebook from your server. See Facebook's Support page for troubleshooting issues.

Learn more at Facebook's Using the Conversions API.

Additional Resources