Partner's Guide to Facebook Attribution

How to configure your Partner postback setup to track FB conversion pixels

Teja Rao avatar
Written by Teja Rao
Updated over a week ago

Hotfix 3.1.0 (November 3, 2022): Now supporting Facebook CAPI integration using Access Token only

Table of Contents


Are you or your partners buying media on Facebook? This solution allows you to use Everflow Reporting to provide you with reliable attribution data, which is not possible with Facebook alone. We push this data back into Facebook so that you can make strong optimization decisions.

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.

If you are using the latest version of the Facebook SDK, you no longer need to create an app in the Facebook Developer Settings in order to generate an Access Token. The article below outlines the latest method to get your Access Token and complete the CAPI Integration.

A Step-By-Step Guide

Step #1: Generate an Access Token

To use the Facebook Conversions API, you will need an access token. Inside Events Manager, follow these steps:

  • Choose the Pixel you want to implement.

  • Select the Settings tab.

  • Find the Conversions API section and click on the Generate access token link under Set up manually, and follow the instructions pop-up:

Note: The Generate access token link is only visible to users with developer privileges for the business. The link is hidden from other users.

**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 #2.

Step #2: Add Facebook App to your Everflow Partner Login

  • Login to your Everflow Partner account.

  • Navigate to Company Settings - 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 #3: 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]

  • Select 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) Enter 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, request the Network to 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.”


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.

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