Q: What is the Conversions API?

The Conversions API creates a direct connection between your store and your Meta ad account. It allows you to send tracking events about your store visitors directly to Meta's server. The Conversions API is similar to regular web pixels with the exception that events are sent from the server rather than the storefront. This makes event delivery more reliable and removes the possibility of ad blockers or other browser technologies preventing data being sent. Providing these events to Meta on the server produces higher quality attribution data and can improve ad targeting, reduce cost per conversion and more accurately measure if clicks convert into customers. When you enable Conversions API on your Origin account these events are sent to Meta automatically for all visitors where tracking is permitted. Learn more about the Conversions API on <a href="https://www.facebook.com/business/help/2041148702652965?id=818859032317965">Facebook</a>.

Question 1

Meta ads setup guide

Accepted Answer

Ensuring your Meta ads are configured correctly is essential for allow Origin to attribute your ads correctly.

Origin relies on specific tracking parameters being present in the URL of your ads to allow us to generate accurate attribution data. If they are not set correctly attribution will not work.

||| Modifying the URL of ads may reset the learning phase and engagement of the ad, and requires Facebook to review your ad again. This is inconvenient but the benefits of advanced tracking outweigh this drawback. If you don't want this to happen do not modify your ad URL.

||| Do not use redirects for the ad URL, this will break the attribution logic on Origin

1. Go to your ad manager account

Log into your Meta ads manager account: adsmanager.facebook.com

2. Select an ad

Either find an existing ad you want to ad attribution tracking to and click the Edit button, or create a new one.

2. Modify the URL

For each ad you would like to track you'll need to modify the URL to include the correct tracking parameters.

2.1. Find the URL settings

On the ad scroll down to the Destination section and click the Build a URL parameter button.

2.2. Add the correct tracking parameters

In the modal f

Question 2

What is the Conversions API?

Accepted Answer

The Conversions API creates a direct connection between your store and your Meta ad account. It allows you to send tracking events about your store visitors directly to Meta's server.

The Conversions API is similar to regular web pixels with the exception that events are sent from the server rather than the storefront. This makes event delivery more reliable and removes the possibility of ad blockers or other browser technologies preventing data being sent.

Providing these events to Meta on the server produces higher quality attribution data and can improve ad targeting, reduce cost per conversion and more accurately measure if clicks convert into customers.

When you enable Conversions API on your Origin account these events are sent to Meta automatically for all visitors where tracking is permitted.

Learn more about the Conversions API on Facebook.

Question 3

How to generate an access token for a Meta pixel

Accepted Answer

The Conversions API sends server-side events to your Meta account.

To send these events you must generate an access token for the pixel you will be using. This ensures only authorized applications can send events to your account.

How to generate an access token for your Meta pixel

Go to Facebook Ads Manager: adsmanager.facebook.com
Ensure you have the correct business profile and account selected

Go to the Events Manager page

Click the pixel you want to generate an access token for

Go to Settings

Scroll down to the Conversions API section and click Generate access token

Copy the code shown and paste it in Origin

![](https://storage.crisp.chat/users/helpdesk/website/-/4/d/0/9/4d09be43

Question 4

What consent is required to send data via the Conversions API?

Accepted Answer

Origin uses your stores privacy settings to determine whether to send user tracking data to Meta.

We rely on the user consenting to Marketing activities (Marketing, attribution and targeted advertising from the merchant)

If do not have a cookie banner enabled on your store, users consent to marketing activities by default.

If you have a cookie banner on your store, users must explicitly agree to tracking for marketing purposes in order for us to send tracking data to Meta.

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