Facebook Conversions API

This guide describes how to add and configure Facebook Conversions API integration.

The Conversions API allows advertisers to send web events from their servers directly to Facebook. Server events are linked to a pixel and are processed like browser pixel events. This means that server events are used in measurement, reporting, and optimization in the same way as browser pixel events. Your in-app purchase events including subscription renewals will be sent to Facebook as web events.

Using Conversions API for Web-to-App campaign optimization

Conversions API is useful when running Web-to-App (or Web2App) campaigns in Facebook with event optimization. Learn more.

Web-to-App campaign is a web campaign targeted to your app’s landing page which has a link to the App Store.

Getting Started

Integration is a part of Web-to-App solution. Please follow this link for details.


  1. Verified domain for your landing page.
  2. Create Facebook Pixel.
  3. Generate Access Token for your pixel.



You no longer need to prioritize events for Web-to-App optimization

How to add integration?

Step 1

Step 2

  • Go to Apphud integrations page and select Facebook Conversions API.

Step 3

  • Insert Pixel ID and Access Token that you got in previous steps.
  • Edit your events configuration by disabling unnecessary ones or changing event names.
  • Click on Enable integration and Save.

Step 4

Install a script if you use your own landing page. Or create one using Landing Page Editor.

For more information visit this link.

Generating Access Token

There are two ways of getting your access token:

  • Via Events Manager (recommended)
  • Via System Use

Via Events Manager (recommended)

  • Go to settings of your pixel in Events Manager.
  • Under settings tab, find Set up manually section.
  • Use Generate access token button to generate your token.



The Generate access token link is only visible to users with developer privileges for the business. The link is hidden from other users.

Via System User



Generating access token via system user works only if your Business owns the app.

  • Go to your Business' Settings.
  • Under System users tab, create your system user with Employee access, if you don't have it yet.
  • Assign a pixel to your system user.
  • Click Generate token.



You do not need to request any permissions or pass App Review.

For more information follow this link.

Additional parameters

You can add custom parameters, like email or date of birth, in order to increase match quality.

Here is a list of acceptable additional optional parameters that you can send from Apphud SDK via user properties method:

emailEmail of the userApphud.setUserProperty(key: .email, value: "[email protected]", setOnce: true)
gendermale or female. Note: valid only if first name or last name provided.Apphud.setUserProperty(key: .gender, value: "male", setOnce: true)
fb_login_idThe ID issued by Facebook when a person first logs into an instance of an app. This is also known as App-Scoped IDApphud.setUserProperty(key: .init("fb_login_id"), value: "someID")
birthdateDate of birth in YYYYMMDD format, example: 19970216Apphud.setUserProperty(key: .init("birthdate"), value: "19970216")
first_nameFirst name of the user. Note: valid only if gender provided.Apphud.setUserProperty(key: .init("first_name"), value: "Thomas")
last_nameLast name of the user. Note: valid only if gender provided.Apphud.setUserProperty(key: .init("last_name"), value: "Anderson"

For more information about customer parameters visit this link.

Receive Attribution Data

In order to get attribution data from Facebook web campaigns, you will need add URL parameters to understand where visitors are coming from.


Paste these parameters to URL parameters field in Tracking section of your ad set up page.


More information about URL parameters for attribution can be found here and here.

Analyze Facebook campaigns in Apphud

Since integration is a part of Web-to-App solution, analytics is described in this guide.


Please double check the following list in case you experience issues with integration. Make sure the following is correct:

Useful Tips

  • You may experience low install or purchase rate when running Web-to-App campaign with Purchase event optimization. Consider targeting for less priority events at the beginning, like User Created , Paywall Shown or Paywall Checkout Initiated. You can view and edit event mapping in Facebook Conversions API integration page.

By default, "User Created" event is mapped to Lead event. You can change this at any time.