Meta (Facebook / Instagram) Integration

Connect your Everflow account to Meta's Conversions API to automatically send conversion data to Meta, improving ad optimization and performance tracking while gaining powerful analytics to scale winners and kill losing campaigns.

Overview

When you connect Meta (Facebook) to Everflow, you unlock better ad performance and complete campaign visibility. Here's what you get: Everflow automatically sends your conversion data to Meta using their Conversions API, which means Meta's algorithm receives real conversion information to optimize your campaigns. Plus, you get granular tracking and analytics to quickly identify winning campaigns and eliminate money-losing ads.

What's Changed Last updated Apr 8, 2026 ▼

Apr 8, 2026 Fixed

Empty user data fields (email, phone, name, zip) are omitted from CAPI payloads. This improves Event Match Quality scores in Meta Ads Manager.

This integration refers to what was previously called the Facebook integration.

This integration helps you build accurate audiences faster on Meta while giving you the data insights needed to scale profitable campaigns and cut losses quickly.

Prerequisites

Before setting up the Meta integration, ensure you have:

A Meta Business Manager account with admin access
An active advertising account in Meta
A partner and offer created in Everflow
JavaScript tracking implemented (click and conversion scripts on your landing and thank you pages)

A Step-By-Step Guide

Use the Conversions API Gateway method to generate your access token, as this is the recommended and tested approach.

Generate Your Meta Access Token (Conversions API Gateway)

Navigate to Meta Ads Manager → Events Manager

Select your Meta Pixel from the data sources

Go to Settings → Conversions API

Click Generate access token

Copy and save the token immediately - you won't be able to see it again once you close the window.

Create a Partner and Partner User

Set up a dedicated partner for Meta traffic:

In your Everflow Core Platform, go to Partners → Manage

Click Partner

Name it "Meta" or "Meta Ads" (this groups Facebook and Instagram traffic together)

Save the Partner

Create a Partner User for this partner

Note the Partner login credentials

Why this matters: Creating a separate Meta partner helps you filter paid vs organic traffic from Facebook and Instagram, which is key to understanding your funnel's full performance impact.

Connect Meta Integration (Partner Side)

Now switch to the Partner Platform to add the Meta integration:

Log into your Everflow Partner Platform using the partner user credentials or impersonating them

Go to Company Settings → Integrations

Click Add Business on the Meta card

Fill in the form:

Business Name: Choose any name you want

Access Token: Paste the token from Step 1

Click Add

Configure Meta Postbacks (Core Platform)

Switch back to your Core Platform to set up the postback:

In your Everflow Core Platform, go to Integrations → Media Buying → Meta

Click Connect Integration (this redirects you to the postback setup form)

Configure these fields:

Postback Level: Select "Specific" and choose your offer

Meta Business: Choose the business you created in Step 3

Meta Pixel: Select your Pixel ID

Meta Event Name: Choose your primary conversion event (usually "Purchase" for e-commerce or "Lead" for lead gen)

Action Source: Enter where conversions happen (see Meta's documentation)

Event Source URL: Add the webpage URL where conversions occur

Set Up Your Conversion Goal

E-commerce brands: Purchase
Lead generation: Lead
App companies: App Install

Optional: Add Purchase Data (For E-commerce)

Click Add under Meta Custom Data

Add Currency with value {offer_currency}

Click Add again

Add Value with value {payout_amount}

Add User Data for Better Audience Matching

Scroll to Meta User Data

Click Add

Select Fbc as Data Field

Enter this value: fb.1.{timestamp}.{fbclid}

Add as many additional data fields as possible (email, phone, etc.) to improve match quality

Pro Tip!

More user data fields = faster audience matching and better Meta optimization.

Heads up: Meta CAPI is auto-hashed

You don't need to add hashing macros like {adv1>LC_SHA256} for Meta CAPI postbacks. Everflow auto-hashes all macros in the CAPI payload before it's sent. For non-Meta integrations where you need to hash data yourself, the macro syntax lives in Your Guide to Parameters & Macros → Hashing Macros.

Set Up Funnel Events

Don't stop at one conversion event. Set up your full marketing funnel to help Meta understand your audience better:

Recommended E-commerce Events:

View Product

Add to Cart

Initiate Checkout

Purchase (primary goal)

Recommended Lead Gen Events:

View Landing Page

View Pricing

View Demo Page

Email Click

Lead (primary goal)

To add these events:

Go to Partner -> Postbacks

Find the Events table (second table after Conversions)

Add each funnel event with the same Meta configuration

Sending your full funnel to Meta allows faster audience identification and enables retargeting campaigns later.

Set Up Campaign Tracking

Use Everflow's Tracking Link Generator to create trackable links:

Go to Tools → Tracking Link Generator

Select your Offer

Choose your Meta partner

Configure Sub IDs to track performance (just examples):

Sub ID 1: Campaign name or sale type (e.g., "BOGO", "Summer Sale")

Sub ID 2: Landing page or creative identifier (e.g., "Quiz", "Ad3")

Good To Know

Include campaign name, landing page, and creative info in your Sub IDs to quickly identify what's working.

Track & Optimize Performance

Monitor Key Metrics with Partner Report

Go to Reporting → Partner Report

Filter by your Meta partner

Watch these key metrics:

Clicks: Traffic volume

Conversions: Success rate

Cost Per Action (CPA): Efficiency

Return on Ad Spend (ROAS): Profitability

Action Triggers:

High ROAS (4:1 or better): Scale this campaign immediately
Low ROAS (under 1:1): Pause and investigate
Good volume, poor conversion: Check landing page or offer

Analyze Winners with Dimensional Analytics

Go to Analytics → Dimensional Report

Add dimensions: Offer, Partner, Sub ID 1, Sub ID 2

Filter for your Meta Partner and specific offer

Identify top-performing combinations of landing pages and creatives

Get Granular Insights with Flex Report

Go to Analytics → Flex Report

Filter for your offer and Meta partner

See exact performance by landing page and creative combinations

Use this data to:

Create new ads with winning creative + landing page combos

Scale existing high-performers

Cut underperforming creative and landing page combinations

Essential Tracking Setup

For accurate attribution, ensure fbclid is properly passed:

Direct Linking: The EF.click script automatically captures fbclid from URLs
Not Direct Linking: Add &fbclid={fbclid} to your affiliate tracking links

To pass advertiser postback data (adv1-10 parameters) to Meta, enable this setting: Control Center → Configuration → Global Settings.

Optimization Strategy

Daily Monitoring

Check Partner Report for ROAS performance
Identify campaigns spending money with poor returns
Pause underperformers immediately
Increase budgets on high-ROAS campaigns

Weekly Analysis

Run Dimensional Analytics to find winning combinations
Create new campaigns using best-performing elements
Test new landing pages with proven creatives
Review full funnel event performance

Scaling Winners

When you find a campaign with strong ROAS (3:1 or better):

Increase daily budget gradually (20-50% increases)
Create similar campaigns with slight variations
Test the winning creative on different landing pages
Expand to similar audiences in Meta

Troubleshooting

If conversions aren't showing up in Meta:

Missing fbclid: Verify the fbclid appears in your click redirect URL
Wrong Event Source URL: Double-check the URL in your postback configuration
Incomplete postback: Ensure all required fields are filled
Poor match quality: Add more user data fields (email, phone, etc.)

Debug Your Setup

Go to Reporting → Partner Postback Report

Run the report for your Meta partner

Click the

on any row

Select View Debug Info to see detailed error information

For Meta-specific error codes, check Meta's developer documentation - [Click Here]

Note

Event Source URL can only be edited by the network (not partners)

YouTube Ads: Tracking template updates don't work with YouTube campaigns - you'll need to manually add tracking parameters

Direct Linking: If using tracking templates, you don't need to manually add Everflow tracking links to your Meta ads

Processing Time: While conversions are sent in real-time, Meta may take up to 4 hours to process offline conversions

FAQ

Will Everflow track conversions accurately even if Meta's reporting shows different numbers?

Yes. Everflow tracks conversions through first-party cookies and direct server calls with high accuracy. We also have backup systems that record conversions even if users delete cookies. Our transparent reporting shows exactly how each conversion was attributed.

How quickly will I see improvements in Meta performance?

Most users see improved campaign performance within 24-48 hours as Meta's algorithm receives better conversion data. Full optimization typically occurs within 7-14 days of consistent data flow.

Can I track multiple offers with the same Meta integration?

Yes, but set up separate postbacks for each offer to maintain clean attribution and easier performance analysis.

Tracking Multiple Meta Ad Accounts & Ad Sets

If you run ads to the same offer from multiple Meta (Facebook) business accounts, you may want to see exactly which ad set and ad drove each user so you can optimize placements accordingly.

Meta supports dynamic parameters that pass the ad set and ad identifiers on the click. Append them to your partner tracking link in Meta:

Add &sub1={{adset.id}}&sub2={{ad.id}} to the partner tracking link used in Meta

Meta replaces these dynamic values automatically, so the ad set ID lands in Sub ID 1 and the ad ID lands in Sub ID 2 on each click

Run a Analytics → Flex Report filtered by your Meta partner to break performance down by ad set and ad

Restricted Events in Protected Categories

Meta restricts certain events from being tracked back to Meta for privacy reasons. This applies to events in protected categories — for example, health and wellness — and starting in 2025 Meta limited access to some of these standard events.

To keep sending conversion data while respecting these restrictions, the recommended approach is to transition the affected events to a custom event naming scheme. This change applies only to events delivered to Meta — the event names in your Everflow dashboard and other ad platforms are unaffected. A common mapping is:

Standard Meta Event

Custom Event Name

LandingPage

TO_01

AddToCart

TO_02

InitiateCheckout

TO_03

AddPaymentInfo

TO_04

Purchase

TO_05

Note

If you have event verification enabled on your ad account, you may need to approve these custom events in Meta Ads Manager before they are allowed to be sent. Check your individual accounts to ensure the events you use are permitted to flow freely.

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