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Meta Web Conversions API


Meta Conversions API (CAPI) for web events provides the ability of server-to-server first-party data tracking from the advertiser’s website to Meta systems that optimize ad targeting, decrease cost per result, and measure outcomes. Server events are linked to a dataset ID and are processed like events sent via the Meta Pixel which means that server events may be used in measurement, reporting, or optimization

Source Set-up:

Website data source is the most common event source that can be used to track user actions on the website. Website data source tracks user actions and hashed user data which can be sent to multiple types of data destinations such as Ad platforms for targetting and campaign optimization, analytics, and marketing automation tools.

Destination Set-up:

Meta Conversions API destination is set up using a Dataset ID that can be created or is available in Meta’s Event Manager interface, which is part of Meta’s Business Manager account. The API is authenticated using an access token which can be generated using Login with Facebook SSO flow provided by Datahash or manually from the Dataset settings in the Meta Event Manager.

  • Datahash account login with Website source and Meta web CAPI destinations connectors enabled
  • Access to Domain Manager of your website domain for setting up a new sub-domain
  • Access to Google Tag Manager or website code to implement the website tags
  • Meta Business Manager account with access to Dataset/Pixel ID in the Event Manager

This document will guide you through the implementation of Meta web Conversions API (CAPI) through your website as a data source.

Implementation of Meta Web Conversions API (Web CAPI) includes the following three steps:

Step 1: Set up a sub-domain for first-party cookies

Step 2: Set up your website as a data source for Web events

Step 3: Set up Meta Conversions API Destination

How is data security ensured in Conversions API implementation?

All data is encrypted at the user browser itself whenever pixel fires. None of it flows to Meta in raw format. Only when customer gives consent to “Accept cookies”, this data gets one-way encrypted and passed across in real-time to Meta Ads platform. No data stored or retained within Datahash servers.

Does Datahash have security and compliance reports?

Yes, Datahash has all necessary security certifications such as SOC2, ISO 27001, VAPT

Where are Datahash servers hosted?

Datahash servers are hosted on AWS in multiple regions such as Stockholm, Mumbai, Bahrain etc.

Will Datahash provide dashboard to see and analyse CAPI metrics?

Datahash doesn’t read or store any of the info, hence, there is no dashboard. However, all the CAPI metrics are reflected in your Meta Ads Manager.

Will CAPI integration affect any of our existing campaigns?

No, CAPI integration doesn’t affect your campaign performance during integration. CAPI is integrated on top of browser pixel.

How much time will it take for CAPI to be implemented?

Using Datahash, Meta Web CAPI can be integrated in <15mins! The implementation is completely no-code, hence doesn’t require any development efforts from the advertiser.

If CAPI is integrated on top of browser pixel, will we see duplicate events and attribution numbers in Ads Manager?

No, Datahash ensures complete deduplication of events during CAPI integration.

Can we disconnect CAPI as per our requirements?

Yes, it’s a plug-n-play solution. CAPI can be disconnected anytime.

Can we integrate different types of Meta CAPI, if required?

Yes, you can integrate Meta Web CAPI, App CAPI, Offline CAPI, Custom Audiences through Datahash

Will the addition of Datahash script affect page load time?

No, it does not affect the page load time

Why is sub domain created?

Subdomain is created to ensure that they serve as first-party cookie storage sited. This helps track return users even if they don’t purchase/checkout within stipulated time period. This subdomain exists within client server/domain itself and is non-accessible by any third party. It merely points to Datahash servers so that data can flow in real time

Why is script replacement in Tag Manager necessary?

It ensures first-party data encryption and events deduplication

How does data get processed within Datahash servers?

Sub-domains are mapped to create an alternate route for first party data to be picked up from the client server. This data is SHA-256 encrypted (one-way hash) by the Datahash script. Once this encrypted data is received by Datahash server, it is just passed onto Meta via Conversions API. No data retention at any stage. Datahash can neither read, store and do anything with data.

How does encryption take place using Datahash?

Datahash script replacing the base browser pixel code in your tag manager hashes the data on client server itself, before leaving the user browser. This data is non-decryptable and is utilized by Meta by encrypting their own database for user matching. If it’s not a match, then data gets discarded. If it’s a match, the lead/user gets attributed to your online marketing campaign.


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