Meta Business Extension for Conversions API

The Conversions API enables advertisers to send web, app, and physical store events to Meta through a single endpoint rather than across multiple sources. This consolidation will simplify an advertiser’s tech stack and create a more comprehensive view within Meta Events Manager by using datasets.

This document details how to configure the Meta Business Extension to onboard advertisers to send web, app and physical store events to the Conversions API. This is an update from MBE Pixel and Conversions API Onboarding with the option to onboard advertisers with datasets. It allows selection and creation of datasets for advertisers who want to send app and physical store events with web events.

Datasets

How to Detect a Dataset

The dataset is the container for events for web, app, and mobile. You will be able to onboard these types of events through this single container.

The dataset can be created or shown during the onboarding flow. You will still see pixel_id in the API responses. For selected pixels, you can always know if they are datasets to support receiving events from the mobile app or physical store by checking the flag pixel_is_consolidated_container in the MBE Install API response in additional_info:

{
 "data": [{
   "token_type": "<token_type>",
   "installed_features": [
       {
           "feature_instance_id": "<unique_id>",
           "feature_name" : string,
           "feature_type": enum,
           "connected_assets": {
               "ad_account_id": "<ad_account_id>",
               "business_manager_id": "<business_manager_id>",
               "catalog_id": "<catalog_id>",
               "commerce_merchant_settings_id": "<commerce_merchant_settings_id>",
               "ig_profile_id": "<instagram_profile_id>",
               "page_id": "<page_id>",
               "pixel_id": "<pixel_id>"
           },
           "additional_info": {
               "onsite_commerce_eligible": bool,
               "pixel_is_consolidated_container": bool
           }
       }
   ]
 }]
}

Before you Begin

1. Your app must be owned by a Business Manager that is a verified business. Learn more about how to verify your business.

2. A Facebook app is required with the following access level, feature and permissions:

   • Access Level: Advanced Access

   • Feature: Ads Management Standard Access

   • Public Permissions: ads_management, pages_read_engagement, and ads_read

   • Private Permissions: manage_business_extension. This is a private permission that requires your Facebook representative to add your app to the allow list.

   • System User Access Token: Sending events to the Conversions API requires an Access Token. To generate an Access Token on behalf of the client, use the Access Token returned via FBE and convert it into a System User Access Token by making an additional API call.

Prerequisites for Onboarding Advertisers

You can refer to this guide to share with advertisers on prerequisites before onboarding, except the token requirement. The Meta Business Extension will proceed automatically to obtain the token from the user during onboarding in a secured way.

• For web onboarding: You can refer advertisers to follow the guidance and the required parameters.

• For offline onboarding: You can refer advertisers to this developer documentation prior to onboarding for guidance and required parameters.

• For app onboarding: You can refer advertisers to this developer documentation prior to onboarding for guidance and required parameters.

Required Configurations

Extras

Setup

Use this object to define the settings for the end user's Facebook presence.

Business Config

Use this object to configure the business settings for an end user. This includes Call-to-action buttons and more. Each field includes a "type" linked to the respective tables below.

Webhook

We fire Webhook events each time one of your businesses installs, modifies, or uninstalls MBE. See here for more information. Below is the example payload for installed webhook:

{
 "data": [{
   “ad_account_id”: “<ad_account_id>”
   “business_manager_id”: “<business_manager_id>”
   “catalog_id”: “<catalog_id>”
   “commerce_merchant_settings_id”: “commerce_merchant_settings_id”
   “onsite_eligible”: bool
   “profiles”: [“page_id”]
   “instagram_profile”: [instagram_profile_id]
   “pixel_id”: “<pixel_id>”
   "token_type": "<token_type>",
   "installed_features": [
       {
           "feature_instance_id": "<unique_id>",
           "feature_name" : string,
           "feature_type": enum,
           "connected_assets": {
               "ad_account_id": "<ad_account_id>",
               "business_manager_id": "<business_manager_id>",
               "catalog_id": "<catalog_id>",
               "commerce_merchant_settings_id": "<commerce_merchant_settings_id>",
               "ig_profile_id": "<instagram_profile_id>",
               "page_id": "<page_id>",
               "pixel_id": "<pixel_id>"
           },
           "additional_info": {
               "onsite_commerce_eligible": bool,
               "pixel_is_consolidated_container": bool
           }
       }
   ]
 }]
}

See Also

• Conversions API
• About Datasets in Meta Events Manager (Business Help Center)
• Conversions API Parameters
• Conversions API for App Events
• Conversions API for Offline Events