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

In this article:


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 menu, select Data Sources, then select the Pixel and click 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.

API Information

This connector uses the following vendor API:

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. Click Test Connection 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 click the Actions tab. You configure connector actions in the Actions tab.

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 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


For User Data parameters, the following table notes the level of importance for each parameter. The importance level describes the parameter's influence on your event match quality. For example, Email (em) has the Highest level of importance while Phone Number (ph) has an importance level of High.

Parameter Description
Event Source URL
  • Optional.
  • Required if the Action Source is set to website.
  • The browser URL where the event happened.
  • EventStream
    If the Action Source is set to website and this field is not mapped, it is automatically mapped to the attribute Current URL in EventStream.
  • AudienceStream
    If the Action Source is set to website and this field is not mapped, it is automatically mapped to the attribute Last Event URL in AudienceStream.
Test Event Code
  • Optional.
  • Send the test ID as a test_event_code parameter to start seeing event activity appear in the Test Events window.
  • Events sent with test_event_code are not dropped, instead they flow into Events Manager and are used for targeting and ads measurement purposes.
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.
  • Specifies the trace level for the event.
    • 1 for Error
    • 2 for Info
    • 3 for Debug
Action Source
  • Required.
  • This field allows you to specify where your conversions occurred.
  • Valid action sources are:
    • email
    • website
    • app
    • phone_call
    • chat
    • physical_store
    • system_generated
    • other
Pixel ID Override
  • Optional
  • String
  • Can be used to override the value used for the initial connector configuration.
  • If not provided, the Pixel ID from the connector configuration will is used.
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.
Zip (zip)
  • Postal zip code.
  • Example: 94035

Importance: Medium

FB Login ID
  • ID issued by Facebook when a person first logs into an instance of an app.
  • This is also known as the App-Scoped ID.
  • Do not hash.
Client User Agent (ua)
  • Optional.
  • Required if the Action Source is set to website.
  • The user agent for the browser corresponding to the event.
  • Do not hash.
  • EventStream
    If the Action Source is set to website and this field is not mapped, it is automatically mapped to the attribute User Agent in EventStream.
  • AudienceStream
    If the Action Source is set to website and this field is not mapped, it is automatically mapped to the vistor's last User Agent in AudienceStream.

Importance: High

Client IP Address (ip)

Importance: High

Phone (ph)
  • A phone number.
  • Include only digits with country code, area code, and number.
  • Example: 16505551212

Importance: High

State (st)
  • US State abbreviation.
  • Example: ca

Importance: Medium

Email (em)

  • Email address.
  • Example:

Importance: Highest

Last Name (ln)
  • A last name in lowercase.
  • Example: smith

Importance: Medium

First Name (fn)
  • A first name in lowercase.
  • Example: joe

Importance: Medium

Lead ID
  • ID associated with a lead generated by Facebook Lead Ads.
  • Do not hash.
City (ct)
  • A city in lower-case without spaces or punctuation.
  • Example: menlopark

Importance: Medium

Country (country)
  • A two-letter country code in lowercase.
  • Example: us

Importance: Medium

External ID
  • Do not hash.
  • Any unique ID from the advertiser, such as loyalty membership IDs, user IDs, and external cookie IDs.
Browser ID (fpb)
  • Do not hash.
  • The browser ID value stored in Facebook's _fbp cookie.

Importance: High

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 (fbc)
  • Do not hash.
  • The Facebook click ID value stored in Facebook's _fbc cookie.

Importance: High

User Data is already hashed
  • Select this option 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.

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.


Overview Tab

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


Breakdown Tab

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


You can 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