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Meta (Facebook / Instagram) Integration
Meta (Facebook / Instagram) Integration

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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.

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.

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

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.

1 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.
2 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.
3 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
4 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.
DATA HASHING FOR PRIVACY COMPLIANCE

When sending personal information like emails or phone numbers to Meta, you may need to hash the data for privacy compliance. Everflow supports automatic hashing with these formats:

  • {adv1>LC_SHA256} - Converts to lowercase first, then applies SHA256 hashing
  • {adv2>LC_SHA256} - Converts to lowercase first, then applies SHA256 hashing
  • {sub1>LC_MD5} - Converts to lowercase first, then applies MD5 hashing

Available hashing options: SHA1, SHA256, MD5. Use LC_ prefix (like LC_SHA256) when you need to convert data to lowercase before hashing - this is especially important for email addresses to ensure consistent hashing.

Advertisers would typically pass email data in adv1 and phone numbers in adv2, which can then be hashed and sent to partners using these macros.

5 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.
6 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 (adv1-5 parameters) to Meta, enable this setting: Control Center → Configuration → Global Settings.

Optimization Strategy

Daily Monitoring

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

Weekly Analysis

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

Scaling Winners

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

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

Troubleshooting

If conversions aren't showing up in Meta:

  1. Missing fbclid: Verify the fbclid appears in your click redirect URL
  2. Wrong Event Source URL: Double-check the URL in your postback configuration
  3. Incomplete postback: Ensure all required fields are filled
  4. 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.