Facebook Pixel

What is Facebook Pixel?

Facebook commands the second-largest share of ad spend among tech platforms in the US. Businesses can serve ads to highly targeted audiences across all of its properties like Instagram, Audience Network and Messenger.


What are the benefits of Facebook Pixel?

MetaRouter provides a server-side tracking alternative to the Facebook Pixel that gives businesses complete control over every data parameter sent to Facebook. When you explicitly map and transform all of your customer data, you gain transparency and comfort that Facebook cannot collect any data without your knowledge. The integration maintains addressability and attribution for all users, similar to the Facebook Pixel.

Facebook Pixel Key Features

  • Enables Facebook Pixel removal
  • Up to 30% more data- including conversions- tracked compared to the Facebook Pixel
  • All customer data events and attributes unlocked for custom event mapping and transformation
  • No effect on website load latency

What do I need to integrate?

This information is coming soon. The integration is available, but we're working through updating the documentation.


What Facebook Identifiers are Required?

FieldAdditional InformationSync Connection
client_user_agentRequired*
client_ip_addressRequired**
fbcRecommended
fbpRecommended

*Required for web events

**IP Address should be sent if state & country is not available to "limit data use" for persons in California


How do I configure MetaRouter's Sync Injector with Facebook?

This information is coming soon. The integration is available, but we're working through updating the documentation.


What is the Required Event Payload?

FieldAdditional Information
action_sourceRequired
event_source_urlRequired
user_data.client_ip_addressRequired
user_data.client_user_agentRequired

Where is Additional Facebook Documentation?

https://developers.facebook.com/docs/marketing-api/conversions-api/best-practices/
https://developers.facebook.com/docs/marketing-api/conversions-api/parameters/customer-information-parameters
https://developers.facebook.com/docs/marketing-api/conversions-api/parameters/server-event#event-id