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Facebook Conversions API

The Facebook Conversions API module enables you to send web events from your online source directly to Facebook.

Getting Started With Facebook Conversions API


  • A Facebook Business Manager account

  • A Facebook Pixel ID

  • A Facebook account

In order to use Facebook Conversions API with Make, it is necessary to have a Facebook account and a Facebook Business Manager account.

Connecting Facebook to Make

  1. Log in to your Make account, add a Facebook Conversions API module scenario, and click the Add button next to the Connection field.

  2. In the Connection name field, enter a name for the connection.

  3. In Your Business Name field, enter your business name.

  4. In the Currency field, select the applicable currency for your business.

  5. In the Timezone field, select the applicable timezone.

  6. Optional: In the External Business ID field, enter your Business ID details.

    For example, fubar-123 is for a business called Fubar.


    Make strongly recommends entering the External Business ID, which serves as a unique identifier to distinguish multiple businesses. This field is mandatory if you want to create multiple connections to multiple Facebook Business accounts. The ID can be any string of your choice but ensure the ID is unique for your different businesses in case you run more than one business.

  7. Click Save.


    The connection setup could take up to 3-5 minutes.

You have successfully established the connection.


Sends events to your Facebook ad account's Facebook Pixel.

For better ad-targeting efficiency, please send the data as soon as you retrieve them (using webhooks or frequent scenario run scheduling). It may take up to 20 minutes for your data to be processed by Facebook.


Establish a connection to your Facebook account.

Pixel ID

Enter your Facebook Pixel ID.


(Reference: Facebook for Developers)

Event ID

Enter the unique event ID.

Event Name

Select the type of event that is sent to Facebook. For detailed event descriptions, please refer to the Facebook documentation.

Event Time

Enter the date and time of the event. The specified time may be earlier than when you send the event to Facebook. This is to enable batch processing and server performance optimization. For more information, refer to the list of supported date and time formats.

Action Source

Select the source where your conversions occurred.

User Data

Enter at least one of the user identifiers.

For the detailed user data description, refer to the User Data Parameters documentation.


For a web event, the Client User Agent field is required!

Custom Data

Enter additional data you want to send to Facebook.

The following properties are available:

Opt Out

Select the Yes option to exclude this event from ads delivery optimization. If set to Yes, Facebook only uses the event for attribution.

Event Source URL

Enter the browser URL where the event happened.


This field is required for a web event!

Pixel ID

Enter your Facebook Pixel ID.

Leave this empty for the pixel ID you picked when creating or reauthorizing the connection. If you want a pixel under a different Facebook Business Manager account, create a new connection instead.

Test Event Code

Enter the test event code to send the test data set to Facebook. The test event code can be retrieved in Facebook Business Manager > Events Manager > Data Sources > Your Pixel > Test Events > Server.


Enable Limited Data Use

Select the Yes option to limit businesses' use of California personal information for a given event. (In accordance with the California Consumer Privacy Act - CCPA).