Conversions API Gateway - Setup Guide

Follow the steps below for a successful implementation.

Step 1

To begin the setup process, navigate to the Settings tab within Facebook Events Manager and click Choose a Partner:

  • Select Conversions API Gateway from the available options

  • Under “Enter your Domain”, enter the domains of your website. Remember to include any variations or active subdomains in this section (for example:, Confirm that you use the correct form of your domains (with or without www).
  • Next, under “Enter your subdomain”, a subdomain name will be auto populated; however, it could be modified to any name you choose.
    1. This subdomain represents the Conversions API Gateway Endpoint, where you’ll be able to access the Conversions API Gateway UI after setup is complete.

  • Next, choose Select your hosting region as the deployment method, and then your desired region. You can only set up Conversions API Gateway in one region.
  • Click Begin Deployment to open up AWS.

Step 2

Log in to AWS if you have not already done so.

  • A quick creation flow for the Conversions API Gateway stack will open, based on the CloudFormation template.
  • A number of fields will be pre-populated, but please don’t change these aside from the Stack name, which you can rename based on your preference.
  • Complete the remaining fields. Admin Email and Admin Password will be used to access the Conversions API Gateway UI.
  • For most instances, you can use t3.large for InstanceType.
  • Click Create stack to begin the installation.
  • The creation process takes approximately 5 minutes, after which two outputs will be written to the Outputs tab for the new AWS instance. You will know it is done when the Status says: CREATE_COMPLETE in the Stack info Tab:
  • Once complete, go to the “Outputs” tab.
  • Take note of the IP under CallToAction, as you’ll need to add this as an A name record for the subdomain you specified earlier.
  • Take note of the ConversionsApiGatewayInstanceURL, as you’ll need it to provision the Conversions API Gateway UI.

Step 3

Next, set up your DNS by accessing your DNS provider.

  • Add the IP address generated under CallToAction in the previous step as an A name record for the subdomain you’re using.
  • Add the subdomain you’ve defined as your Conversions API Gateway Endpoint.
  • Steps for this will vary depending on your partner, so please refer to their documentation if you have any problems completing this step.
  • Save your configuration.

Step 4

Next, refer to the ConversionsApiGatewayInstanceURL, and click on the URL.

  • A new webpage will appear titled Conversions API Gateway is provisioning. This URL indicates that Conversions API Gateway is being installed.
  • Setup takes approximately 15 minutes, and then the Gateway UI will be accessible.
  • You will get the message “provisioning finished” once setup is done.

Step 5

To access the Conversions API Gateway Admin UI, use the subdomain link (Conversions API Endpoint) from step #1.

  • Username is “AdminEmail” from step #2
  • Password is “AdminPassword” from step #2
  • Select Log in

  • You will see the Conversions API Gateway Admin UI site.

  • When you first view the site, the server and browser data may be at 0. This information can take 5 minutes - 2 hours to populate.
  • To check if the data is being collected, you can go to your website and refresh the page.
  • If events do not populate after 2 hrs, please contact Facebook.

Step 6

Finally, go back to the Events Manager to complete the next steps.

  • Click Next from where you left off

  • Confirm the DNS record is added successfully (the “status” will be green if provisioning completed) and click Next

  • Next, If the “Go to Console” button shows, then setup is complete.

  • The console may take up to 30 minutes to be available, so please retry the link if it doesn’t work right away
  • Click Finish to complete the process
  • You should see Conversions API Gateway under your Pixel setting

IMG Tag Specifications

To enable IMG tag endpoint, you must run the following command in Conversions API Gateway Shell:

config write EventBridge /ENABLE_IMAGE_PIXEL_ENDPOINT true

The command replicates the existing IMG pixel tag. And in the new tag, replace the default IMG pixel src hostname ( with its Conversions API Gateway hostname. Once above is done, events will be sent to /tr endpoint, just like with the Pixel IMG tag.

Additional Configurations

Facebook Events Manager allows you to add new connections, configure additional domains and add new pixels to your existing Conversions API Gateway connection. To define these, please follow the below steps:

Partner integrations

Click on Partner Integrations, which appears on left side of page:

Select Conversions API Gateway. Conversions API Gateway partner page will be open

In this screen you can view:

  • Website Events
    1. Events are website actions that are set up on your Conversions API Gateway site and are separately being sent to Facebook using the Facebook pixel. Create an ad to drive more valuable events such as purchases, or learn more about the people visiting your website using Facebook Analytics. Learn more.
  • Website Domains
    1. Websites your Conversions API Gateway is configured to connect with Pixel on.

Click on the Settings and select the action you’d like to take.

Adding another Conversions API Gateway connection

This allows you to set up a new Conversions API Gateway instance with another Facebook pixel. Below shows the first step in the dialog, where you can select a Facebook pixel for the installation. The rest of the flow is similar to the one from the Facebook pixel settings page.

Adding additional domain for your Conversions API Gateway connection

This option allows you to modify domains on an existing Conversions API Gateway installation.

Adding another Facebook pixel to an existing Conversions API Gateway connection

This option allows you to onboard another Facebook pixel on an existing Conversions API Gateway installation.