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Tracking conversions with the Meta (Facebook) Pixel

Last updated: September 11, 2025

If you’re advertising your business on Facebook, you can integrate the Meta Conversions API to better measure and optimize your campaign performance. When enabled, FareHarbor sends a Purchase event to Meta each time a customer reaches the booking confirmation page.

This event includes the value, currency, and booking ID parameters, which help Meta Ads calculate return on ad spend and conversion value. No other events or parameters are sent at this time.

By enabling this integration, you gain visibility into which ad campaigns are driving completed bookings, supporting better campaign optimization and more accurate performance reporting in Meta Ads Manager.

Notes:

  • FareHarbor supports pixel tracking from the booking confirmation page only, using the Purchase standard event.
  • The Conversions API supports only one pixel per FareHarbor Dashboard. If multiple pixels exist, only the most recent event is triggered.

Please be aware that it is your responsibility to ensure that all Booker Data is collected and processed lawfully, and that consent has been obtained from the bookers where necessary. You can find our terms about this in our Terms of Service. As your service provider, it is our duty to inform you of this requirement.

Before you begin

To set up the Meta Conversions API integration, you must first have the following:

Creating a new Pixel ID and Conversions API

To create a Pixel ID:

  1. Open Meta Events Manager and select + Connect Data.
  2. Under Connect a new data source, choose Web and click Next.
  3. Under Connect your data, click Create a new dataset.
  4. Name your pixel and click Create.

  5. Under Choose your setup, click See other ways to set up, then select Set up manually and click Next.

  6. Select Conversions API and Meta Pixel and click Next.
  7. Click Start CAPI Setup. A new window opens in the background. When it loads, click Finish.
  8. Begin the manual CAPI setup. Scroll down and click Continue.
  9. Under Select events, select the Purchase event and click Continue.
  10. Under Event detail parameters, select all of the following parameters, then click Continue:
    • “Event Time”
    • “Event Name”
    • “Event Source URL”
    • “Currency”
    • “Value”
    • “Content Type”
    • “Content Name”
    • “Content IDs”
    • “Client IP Address – Do No Hash”
    • “Client User Agent – Do Not Hash”
    • “Email”
    • “Phone”
  11. Review setup and click Continue.
  12. On the See instructions page, click Continue to go to your Conversions API.
  13. In the Conversions API section, click Get started.
  14. Click the Generate Access Token button.
  15. Select the pixel you just created and click Generate Access Token. Note: Save the token securely. Meta will not store your access token.
  16. Click Finish.

Editing existing Conversions API parameters

If you already have the Conversions API set up and want to edit the event parameters to work with FareHarbor, follow the steps below.

To edit existing Conversions API parameters:

  1. Open Meta Events Manager and select your pixel.
  2. In the Overview tab, select Purchase Event.
  3. Click Manage Event.
  4. In the Manage Purchase Event window, click Edit.
  5. Click Select Events and select Purchase. Click Continue.
  6. In Select Event Details, select the following:
    • “Event Time”
    • “Event Name”
    • “Event Source URL”
    • “Currency”
    • “Value”
    • “Content Type”
    • “Content Name”
    • “Content IDs”
    • “Client IP Address – Do No Hash”
    • “Client User Agent – Do Not Hash”
    • “Email”
    • “Phone”
  7. Click Continue, then Confirm Setup.
  8. On the See instructions page, click Continue.
  9. Scroll to the Generate an access token section and generate a new Access Token. Select the pixel you just created and click Generate Access Token. Note: Save the token securely. Meta will not store your access token.
  10. At the bottom of the page, click Finish and close the setup window.

Note: Every time you edit the Conversions API, you must generate a new access token and send it to FareHarbor.

Connecting the Meta Conversions API to FareHarbor

To connect your Meta Conversion API to FareHarbor, you will need the following three details:

  • Event Source URL: The verified domain associated with your Facebook Events Manager account. The URL must begin with http:// or https:// (for example: https://fhadventures.com/). Do not use your Facebook Page URL.
  • Pixel ID: From your Conversions API.
  • Access Token: Generated after configuring or editing your Conversions API parameters.

Frequently asked questions

Why is my Event Match Quality (EMQ) score not 10?

For every server event you send, Meta will show you an Event Match Quality (EMQ) score between 0 and 10. The EMQ score indicates how effective your server event’s customer information may be at matching it to a Meta account. The score is calculated based on the number of customer information parameters you send and their accuracy. Having a low EMQ score is not necessarily an indication of poor effectiveness, at least for the Meta Conversions API. We send three customer parameters (Client IP, Client User Agent, Email). Based on these, Meta has enough data to associate this event with a real user. Adding more parameters is not GDPR-compliant.

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