Meta Ads Conversions API
Report every funnel sale to Meta server-side through the Conversions API, and pull spend back in so ROAS counts real sales. Connect with Facebook Login or a pixel ID and token.
Meta Ads at a glance
- Type
- Ad platform
- Connect with
- Facebook Login or pixel + token
- Events sent
- Purchase, upsells as you choose
- Click match
- fbc from fbclid, plus fbp
- Spend sync
- Every two hours
- Meta app review
- Not needed with pixel + token
What the Meta Ads integration does
There are two ways to connect. Meta Ads signs in with Facebook, picks an ad account, syncs spend and sends conversions. Meta Conversions API needs only a pixel ID and a system-user access token.
- Sales and upsells go to Meta as server-side Purchase events with the order value and currency, whether or not a browser pixel fired
- Email, name, phone and address are SHA-256 hashed before they leave the server
- On the Conversions API connection, report upsells as a Purchase, as a custom event or not at all
- Spend, clicks and impressions import every two hours, next to funnel revenue
What goes to Meta
- Purchase
- Value, currency, order ID
- Upsells
- Purchase, custom event or skip
- Click IDs
- fbc and fbp
- Customer data
- SHA-256 hashed, can be off
- Test events
- Optional test event code
- Filters
- By merchant and affiliate
How to connect Meta Ads
Pausing a Meta integration stops the conversion send. Spend sync keeps running.
Connect Meta Ads
In Settings → Apps → Integrations → Ad Platforms → Meta Ads, sign in with Facebook and select the ad account.
Turn on postbacks
Enter your Meta pixel ID and tick Enable Conversion Postbacks, then save.
Or use a pixel and token
Add Meta Conversions API instead: paste the pixel (dataset) ID and a system-user access token. No Meta app review needed.
Test and tag your ads
On the Conversions API connection, add a test events code to see events in Events Manager, and build ad URLs in Tools → Tracking → Tracking Link Builder.
Full guide: Meta Ads integration Campaigns management Tracking links
Meta Ads + analytics
Checkout sales to Meta
Purchases and upsells from your checkout pages reach Meta server-side, matched on fbc.
Meta spend into reports
Spend, clicks and impressions next to revenue, sales and profit per campaign.
Campaigns from ElasticFunnels
Pause, activate and change budgets on campaigns and ad sets from Reports → Ad Campaigns.
Page variants per ad
Split-test landing pages and see which variant sells for Meta traffic.
Other ad platform integrations
50+ integrations in the catalogue. Browse all integrations
Meta Ads integration FAQ
What is fbclid?
fbclid is the Facebook Click ID, a parameter Meta adds to your URL when someone clicks through from Facebook or Instagram. ElasticFunnels stores it with the visit and sends it back with the sale as the fbc value in the Conversions API, so Meta can match the purchase to that click. What fbclid is and when to remove it.
What is the difference between Meta Ads and Meta Conversions API in ElasticFunnels?
Meta Ads connects with Facebook Login, syncs spend and campaigns, and sends conversions. Meta Conversions API connects with only a pixel ID and a system-user access token, sends Purchase events, and needs no Meta app review.
Does ElasticFunnels send conversions through the Meta Conversions API (CAPI)?
Yes. Sales go to Meta server-side as Purchase events with the order value and currency, so they do not depend on a browser pixel firing. If a page also fires a browser Purchase event, Meta receives both.
How are sales matched to Meta ad clicks?
The funnel stores the Meta _fbc and _fbp cookies on every click. When there is no _fbc cookie, ElasticFunnels builds fbc from the fbclid in the landing URL.
Is customer data hashed before it goes to Meta?
Yes. Email, name, phone and address are SHA-256 hashed on the server. On the Conversions API connection you can switch customer data off, for example on health offers where Meta restricts datasets that receive it.
Are upsells reported as separate sales?
By default an upsell goes out as a Purchase. On the Conversions API connection you can send it as a custom event instead, so Purchase counts first sales only, or not send upsells at all.