Marketing API

Get Started

To help you get started with your integration of the Conversions API, use the information on this page to understand the prerequisites needed to use the API and learn how to create an access token.

If your business has a firewall for outbound requests, see Crawler IPs and User Agents to get Facebook's IP addresses. Be aware that the list of addresses changes often.

Website events shared using the Conversions API require the following data parameters: client_user_agent, action_source, and event_source_url, while non-web events require only action_source. These parameters contribute to improving the quality of events used for ad delivery and may improve campaign performance.

Requirements

Pixel

Before implementing the Conversions API, make sure you have the Facebook pixel correctly implemented in your website. We recommend that you use the same pixel for your browser and server events.

Business Manager

You also need a Business Manager to use the API. Business Manager helps advertisers integrate Facebook marketing efforts across their business and with external partners. If you don't have a Business Manager yet, see the Help Center article on how to Create a Business Manager.

Access Token

To use the Conversions API, you need an access token. There are two ways of getting your access token:

Via Events Manager (Recommended)

To use the Conversions API, you need to generate an access token, which is passed as a parameter in each API call. Inside Events Manager, follow these steps:

  • Step 1 — Choose the pixel you want to implement.
  • Step 2 — Select the Settings tab:


  • Step 3 — Find the Conversions API section and click on the Generate access token link under Set up manually, and follow the instructions pop-up:

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


Once you have your token, Events Manager gives you access to a new tab called Implementation.

Navigate to the Implementation tab and follow the instructions displayed in the screen. This way, we automatically create a Conversions API App and Conversions API System User for you. There is no need to go through App Review or request any permissions.

Using Your Own App

If you already have your own app and your own system user, you can generate your token inside Business Manager. To do that:

  • Step 1: Go to your Business' Settings.
  • Step 2: Assign a pixel to your system user (you also have an option to create a new system user at this stage).
  • Step 3: Select the assigned system user and click Generate Token.

Your app does not need to go through App Review. You do not need to request any permissions.

Conversions API as a Platform

If you are a third-party partner offering Conversions API functionalities for advertisers:

  • There are different requirements to get started.
  • Your app must go through App Review.
  • You must request the ads_read permission during App Review.

Learn more about offering Conversions API as a Platform.

Resources