This article describes how to set up the Facebook Server-side Events connector in your account.

This server-side connector requires that the client-side Facebook Pixel tag continue to run in the web browser. It should not be removed until further notice. Learn more from the Facebook Help Center.

In this article:

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For your Facebook Pixel to work with this connector, you must enable the Tealium integration in your Facebook Ads account settings.

To enable, perform the following steps:

  1. Log into the corresponding Facebook Ads account and navigate to Events Manager.
  2. Navigate to Data Sources > Select the desired Pixel > Settings from the left menu.
  3. Scroll down the page to the Server-Side Events API section.
  4. Enable Tealium under the section for Partner Integration.

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:

  • Pixel ID
  • Test Connection
    • Use the Test Connection button to send a test event to Facebook.
    • If your pixel has been whitelisted and enabled for Tealium, you will see an event called TealiumTestConnector tracked on your pixel.

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 Server-Side 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>

For example: fb_event_id_Purchase or fb_event_id_PageView

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 Name

  • Required.
  • A Facebook pixel standard event name.
Event Time
  • Optional.
  • A Unix timestamp in seconds indicating when the actual event occurred (auto-populated at execution time if absent).
Event Source URL
  • Optional.
  • The browser URL where the event happened.
Opt Out
  • Optional.
  • A flag that indicates we should not use this event for ads delivery optimization
  • Set this to true if we should only use the event for attribution.
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.
Debugging Level
  • Optional.
  • Set the "trace" level for the event.
    • 1 for Error
    • 2 for Info
    • 3 for Debug
  • This API is under limited availability. Contact your Facebook Representative if you believe that you have been granted access, but encounter one of the following errors:
    • Application does not have the capability to make this API call.
    • This pixel is not authorized to report server events.
  • Email address.
  • Example:


  • A phone number.
  • Include only digits with country code, area code, and number.
  • Example: 16505551212
  • 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.
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
  • US State abbreviation.
  • Example: ca
  • Postal zip code.
  • Example: 94035
External ID
  • Do not hash.
  • Any unique ID from the advertiser, such as loyalty membership IDs, user IDs, and external cookie IDs.
Client IP Address
  • Do not hash.
  • The IP address of the browser corresponding to the event.
Client User Agent
  • Do not hash.
  • The user agent for the browser corresponding to the event.
Click ID
  • Do not hash.
  • The Facebook click ID value stored in Facebook's _fbc cookie.
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
User Data is already hashed (checkbox)
  • Check this box if the Target User Identifier Data is already hashed

  • A numeric value associated with this event.
  • This could be a monetary value or a value in some other metric.
  • Example: 142.54


  • 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
Content Categorycontent_category
  • The category of the content associated with the event.
  • Example: grocery

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 will be 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.

Content Typecontent_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.

Order ID

  • The order ID for this transaction.
  • Example: order1234
Predicted Lifetime Value
  • The predicted lifetime value of a conversion event.
  • Example: 432.12
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
  • Product IDs.

  • Product quantities.

  • Product individual prices.


  • Optional.
  • Provide valid JSON templates to be referenced to be referenced in Custom Data
  • Templates are injected by name with double curly braces into supported fields, for example: {{SomeTemplateName}}.
  • For more information, see: Templates Guide.
Template Variables
  • Optional.
  • For use in Custom Data and Templates.
  • Provide template variables as data input for templates (See Template Variables Guide).
  • Name nested template variables with the dot notation, fore example
  • Nested template variables are typically built from data layer list attributes

Additional Resources

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