Meta: pixel, Conversions API and spend

Events go to Facebook and Instagram from the browser and from the server. Spend and the ad account's status come back.

What goes to Meta

Every event carries the product's price and currency. A lead and a purchase have the same id in the browser and on the server, so Meta doesn't count them twice.

PageViewA visitor opened the page.
ViewContentA visitor looks at the product.
InitiateCheckoutPressed the “Order” button.
LeadSent a lead. Goes from the browser and through the Conversions API, with the IP, browser, fbp and fbc.
PurchaseThe order is bought out (or confirmed, if you set it so). Goes from the server with the sale amount.

How to connect

The settings are made on an ad account in Tersby and apply to all its sites.

Enter the Pixel ID
Open Ad accounts, create an account and paste the Pixel ID from Events Manager. The pixel appears on all the account's sites.
Add a Conversions API token
A system user token from Events Manager. With it, leads go to Meta from the server as well.
Connect the Marketing API
The ad account ID like act_1234567890 and a token with the ads_read permission. Tersby starts showing spend, cost per lead and the account's status.
Check delivery
The account's card shows when the last lead went and whether Meta accepted it.

Good to know

Spend by a site's campaignIf one ad account runs several sites, give a site its Facebook Campaign ID: spend is then counted for its campaign, not the whole account.
A site's own pixelA single site can have a different pixel and token. The account's other sites stay on the shared ones.
If Meta rejects eventsA token expired or access is gone: an alert arrives in Telegram, and another when events are accepted again.
A blocked accountThe account's status is checked automatically. If Meta disabled it or sent it to review, you learn the reason.