Meta (Facebook/Instagram) Integration

Server-side conversion forwarding to Meta via the Conversions API (CAPI) (opens in a new tab). Convultra sends events directly to Meta's servers, bypassing browser-based tracking limitations. This is critical for recovering conversions lost to iOS 14.5+ App Tracking Transparency (ATT) restrictions, ad blockers, and cookie expiration.

Requirements

Setup

Pixel ID: 123456789012345

Convultra.enhance({
  email: '[email protected]',
  phone: '+1234567890',
  first_name: 'Jane',
  last_name: 'Doe',
  city: 'Austin',
  state: 'TX',
  zip: '78701',
  country: 'US'
});
 
Convultra.trackPurchase({
  value: 49.99,
  currency: 'USD',
  transaction_id: 'TXN-67890'
});

Click ID

Convultra automatically captures Meta's click identifier from your landing page URLs:

The SDK captures fbclid from the URL on page load and includes it in every conversion forwarded to Meta for accurate click-to-conversion attribution.

iOS 14.5+ Conversion Recovery

Apple's App Tracking Transparency (ATT) framework allows users to opt out of cross-app tracking. When a user opts out, the Meta Pixel running in the browser cannot attribute conversions back to ad clicks.

Convultra's server-side CAPI integration bypasses this limitation:

1. The conversion event is sent from Convultra's server to Meta's server — not from the user's browser.
2. Meta can match the conversion using hashed user data (email, phone) and the fbclid captured at click time.
3. Conversions that would be invisible to the Pixel are recovered and attributed correctly.

This is one of the primary reasons to use server-side conversion tracking with Meta.

Deduplication

When both the Meta Pixel and Convultra are sending events for the same conversion, deduplication prevents double-counting.

How it works:

1. Convultra generates a unique event_id for each conversion.
2. The same event_id is included in both the browser Pixel event and the server-side CAPI event.
3. Meta uses the event_id + event_name combination to deduplicate.

{
  "event_name": "Purchase",
  "event_time": 1705340400,
  "event_id": "evt_abc123def456",
  "event_source_url": "https://example.com/thank-you",
  "action_source": "website",
  "user_data": {
    "em": ["a1b2c3d4e5f6..."],
    "ph": ["7a8b9c0d1e2f..."],
    "fbc": "fb.1.1705340000.AbCdEfGh",
    "fbp": "fb.1.1705339000.1234567890"
  },
  "custom_data": {
    "value": 49.99,
    "currency": "USD",
    "order_id": "TXN-67890"
  }
}

Server-Side Event Matching

Meta uses several data points to match CAPI events to ad clicks. Convultra sends all available matching parameters automatically:

The more parameters you provide, the higher Meta's Event Match Quality (EMQ) score, and the better your conversion attribution.

Forward Logs

Navigate to the Forward Logs tab within the Meta integration to inspect every forwarded event:

Troubleshooting