Server-Side API

The server-side API (for web) allows advertisers to send web events from their servers directly to Facebook. Server-side events are linked to a pixel and are processed like browser pixel events. This means that server-side events are used in measurement, reporting, and optimization in the same way as browser pixel events.

Recommended Steps

  1. Get Started
  2. Implement API and start sending requests
  3. Verify Events


This API is under limited availability. Please contact your Facebook Representative to access it.

Help Center: About Server-Side API for WebHelp Center: Test Your Server Events

Get Started

To use this API, you need:

Business Manager

You need to have a Business Manager to use the Server-Side 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.

Help Center: About Business Manager

Facebook App

The Server-Side API uses Facebook Marketing API endpoints. To interact with the Marketing API, you need to register a Facebook app. For detailed information about creating a developer account, registering your app, roles, development mode or live mode, see the App Development documentation.

The newly created app should be managed by the business you just created, so you can obtain an access token.

App Review and Required Permissions

When you initially register your app, it is set to Development mode. Development mode apps are automatically approved for all login permissions, features, and product-specific features for testing purposes. However, these permissions are limited. The app can only use those permissions to access data of users with roles in your app, like admins or developers.

In order to switch your Facebook app from Development mode to Live mode, it must go through App Review. To use the Server-Side API, request the ads_read permission during App Review.

App DevelopmentApp Review ProcessUsing the Marketing APIBest Practices

Facebook Pixel

You need a Facebook pixel to track events on your site. To create one, see Ads Help, Use Facebook Pixel. We recommend that you use the same Facebook pixel for your website and your server-side events.

Help Center: About Facebook Pixel

Server Connection

To create a server-side connection you must be an admin on the Business Manager. Ensure a secure connection by creating an Access Token.

Create Access Token

Both Graph API and Marketing API calls require an access token to be passed as a parameter in each API call. You need a system user to create your access token.

A System User is a Facebook account that can only interact with the system by using API calls. It can have the same permissions as a user within a Business Manager. If you do not have one, learn how to create a System User.

Steps to create access token:

For Server-Side API, we recommend that you create your token using the Business Manager:

  • Visit Business Manager > Events Manager > Pixels
  • For the Facebook Pixel, click Details
  • On the Data Sources panel, click Settings
  • In the Server-Side Events API section, click Manual > Create Access Token
Inside Business Manager, select your Pixel and find Server-Side API for Web. Then, create your access token.
  • Create or use an existing business app
Creating Access Token: select your business app
Creating Access Token: create or select system user
  • Generate a secure access token
Creating Access Token: generate access token