* Update - October 2021: In order for the Conversion API to function properly, be sure to update your Facebook app to Version 12.


Everflow can fire a Facebook pixel using Facebook's Conversions API. This guide is to help Partners configure their postback setup in Everflow to receive Facebook pixels. This integration is used to push conversion data into Facebook from Everflow in order to optimize performance data in Facebook.

Step #1: Create an App in Facebook

  • Fill in the fields. Under App Purpose, be sure to select "Yourself or your own business."

  • Link your Business Manager to the App.

  • Navigate to Settings > Basic on the left-side menu. Copy your App ID and App Secret, as they will be needed later in Step #4.

Step #2: Create a new System User in Facebook

Navigate to https://business.facebook.com/settings and select your business account.

  • On the left-side menu, select Users > System Users.

  • Click Add to start creating a new System User.

  • Enter name and select Admin as the System User Role.

Step #3: Generate Token in Facebook

  • Select the new System User from the list.

  • Click Add Assets.

  • Select Apps.

  • Click on the newly created App.

  • Enable Manage App.

  • Click Save Changes.

  • Click Generate New Token.

  • In the pull-down menu select the newly created App.

  • Under Available Permissions, select ads_read. This is the only permission required to fire server-side pixels.

**IMPORTANT** Once the token is generated, be sure to keep a copy of it as you will not be able to see it again, and will need to enter it in Step #4.

Step #4: Add Facebook App to your Everflow Partner Login

  • Login to your Everflow Partner account.

  • Navigate to Company - Integrations, then click Add Business on the Facebook Business Accounts card.

  • Fill in the fields with the information collected in Step #1 and Step #2. Business Name can be any name you choose. Save.

Step #5: Setup Facebook Pixel in Everflow

  • Navigate to Postbacks and decide whether you want to edit an existing postback or add a new one.

  • Under Delivery Method, select Facebook.

  • Under Postback Level, select Specific and choose the matching offer.

  • Under Facebook Business, select the Business App created in Step #1.

  • Under Facebook Pixel, select the ID. To find the ID or create a new one - [Click Here]

  • Under Facebook Event Name, select the Event that matches the action of the Pixel. For more details about Events - [Click Here]

  • Scroll down, and add in action_source. Please reference the documentation linked below to determine the value to enter here.

    • The action_source, as described by Facebook: “This field allows you to specify where your conversions occurred. Knowing where your events took place helps ensure your ads go to the right people."

  • (**Optional if the Facebook Event is a Purchase) Scroll down to Facebook Custom Data.

    • Click the + Add button and input Currency {offer_currency}.

    • Click the + Add button again and input Value {payout_amount}.

  • Scroll down to Facebook User Data, and click the + Add button.

    • Under Data Field, select Fbc. We recommend that you enter the following as the Value: fb.1.{timestamp}.{fbclid}

Once you have completed this setup in your Partner Portal, the Network must complete the following in their Network Portal:

Navigate to Partners - Postback. Click Edit on the row of the pixel. Add the Event Source URL.

The event_source_url, as described by Facebook: “The browser URL where the event happened.”

Important Notes

For optimal tracking, be sure to pass the fbclid.

  • If tracking method is Direct Linking, then the EF.click script automatically tracks the fbclid when it is in the URL.

  • If you are not using Direct Linking, then the Partner can append the following to their affiliate tracking link: &fbclid={fbclid}


If you're not receiving the postback, check on the following:

  • Ensure the fbclid populating properly in the partner postback? You can do this by looking at the click redirect URL.

  • Ensure the event_source_url is entered correctly.

  • Ensure the postback is configured to include all required details. For example, a purchase may require data points like city, state or country code.


Q: Will Everflow be able to pull the correct amount of conversions even if Facebook's reporting is off?

A: Yes. Everflow receives conversions either from the first-party cookie or from a server call directly to our platform, with extremely high accuracy. Additionally, there are tools in place that record conversions even if the user deletes their cookies. Transparent reporting will tell you exactly how the conversion was attributed.


We've assembled a superstar team of industry veterans that are available around the clock to make sure that your issues are resolved and questions are answered. You can reach out any time in-platform via Chat or by emailing support@everflow.io.

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