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Data Sources and Tracking

In Meta Business Manager (now integrated within Meta Business Suite), effective tracking of user interactions is crucial for measuring ad performance, optimizing campaigns, and building targeted audiences. This section covers the key tools and setups for collecting and utilizing data from various sources.

Overview of Data sources​

Pixels, Offline Events, Custom Conversions

Data sources in Meta Business Manager allow you to capture interactions across online and offline channels, providing insights into customer behavior and enabling better ad attribution. The main types include:

  • Meta Pixel: This is a JavaScript code snippet you add to your website to track actions like page views, purchases, and form submissions. It helps in logging conversions, optimizing ad delivery, and creating remarketing audiences by sending event data back to Meta.
  • Offline Events: These let you upload data from non-digital interactions, such as in-store sales, phone inquiries, or qualified leads, into Meta's system. This bridges the gap between online ads and offline outcomes, allowing you to measure ROI on campaigns that drive real-world actions and optimize for similar events.
  • Custom Conversions: These are user-defined rules based on URLs or specific events from your pixel or offline data. They filter standard events to focus on high-value actions (e.g., visits to a thank-you page after a signup), making it easier to track unique business goals without needing new code.

These sources integrate within Events Manager, where you can monitor data flow, categorize events, and ensure compliance with privacy standards. Start by reviewing your business needs to decide which sources to prioritize—pixels for web tracking, offline events for physical interactions, and custom conversions for tailored metrics.

Creating and Assigning Pixels to Assets​

The Meta Pixel is the foundation for web-based tracking. Once created, it can be assigned to assets like ad accounts, Pages, or catalogs in your Business Suite for shared access and management.

Creating a Pixel:

  1. Navigate to Meta Events Manager in your Business Suite.
  2. Click "Connect data" and select "Web" as the data source.
  3. Click "Connect," enter a descriptive name for your pixel (e.g., "WebsiteTrackingPixel"), and click "Create pixel."
  4. Follow the on-screen prompts to install the base code on your website—options include manual code addition, partner integrations (like Google Tag Manager), or email instructions to a developer.

Assigning the Pixel to Assets:

  1. Go to Settings in Meta Business Suite and select your business portfolio.
  2. Under "Data Sources," click "Datasets and pixels."
  3. Select your pixel from the list.
  4. Click "Connected assets" or "Assign assets," then choose the ad accounts, Pages, or other assets (e.g., catalogs) to link it to.
  5. Optionally, assign people or partners with specific permissions (e.g., view-only or edit) via the "Assign people" button.

Assets can only belong to one business portfolio, so ensure proper organization. After assignment, test the pixel in Events Manager to verify it's firing correctly.

Event Configuration and Standard Events​

Events represent specific actions users take, and configuring them properly ensures accurate tracking. Meta provides standard events for common actions, which can be set up via code, no-code tools, or integrations.

Standard Events Overview: These are predefined actions recognized by Meta for consistent reporting across campaigns. Key examples include:

  • PageView: Tracks when a page loads.
  • ViewContent: Logs views of product or content pages.
  • AddToCart: Captures items added to a shopping cart.
  • Purchase: Records completed transactions, often with value and currency parameters.
  • Others: AddToWishlist, InitiateCheckout, Lead, CompleteRegistration, Search, Contact, etc.

Configuration Steps:

  1. In Events Manager, select your pixel and go to the "Settings" tab.
  2. Enable automatic event tracking if desired (toggle "Track events automatically" for basic detection without code).
  3. For manual setup:
    • Use the Event Setup Tool: Connect to your website, select events, and add parameters like value or currency without coding.
    • Add code manually: Insert event code snippets into your pixel base code (e.g., fbq('track', 'Purchase', {value: 100.00, currency: 'USD'});).
    • Partner integrations: Set up through platforms like Shopify or WordPress for streamlined event firing.

Test events using the Test Events tool in Events Manager to simulate and verify data flow.

Follow best practices: Prioritize high-value events, include parameters for optimization, and avoid duplicates to maintain data quality.

Aggregated Event Measurement​

Aggregated Event Measurement (AEM) is Meta's response to privacy changes in iOS 14 and later, ensuring compliant event tracking while limiting data granularity.

At a high level:

  • AEM processes web and app events from iOS users who opt out of tracking, aggregating data to protect privacy.
  • It limits domains to 8 conversion events per domain, prioritized by relevance (e.g., Purchase over PageView). Ineligible events are dropped or need reconfiguration.
  • iOS considerations: Apple's App Tracking Transparency (ATT) prompt requires user consent for tracking. Without it, events are anonymized via AEM, impacting attribution and optimization. Check eligibility in Events Manager under Settings > Aggregated Event Measurement.

Recommendations: Verify app and web events for AEM compatibility, use domain verification, and combine with SKAdNetwork for app campaigns to maintain reach.

This setup helps sustain ad delivery to iOS users but may result in less detailed reporting—focus on top-priority events for best results.

Connecting Conversions API​

Connecting Conversions API via Partners or Custom Setups

The Conversions API (CAPI) sends server-side events directly to Meta, complementing the pixel for more reliable tracking (e.g., bypassing ad blockers).

Connection Options:

Via Partners:

  1. In Events Manager, go to Settings > Choose a partner.
  2. Select from integrations like Zapier (no-code for CRM connections), Shopify, or Google Tag Manager.
  3. Follow partner-specific instructions to link your data—e.g., for Zapier, set up workflows to send lead data from CRMs like Salesforce.

Custom Setups:

  1. Use the guided implementation in Events Manager: Select "Implement Conversions API" for personalized code instructions.
  2. For codeless options, try Conversions API Gateway: Set it up in Events Manager for quick server-side connections without developer resources.
  3. Manual coding: Generate API access tokens, set up server endpoints, and send events via POST requests (e.g., for custom events not covered by pixels).

Monitor setup in Events Manager under Diagnostics, and compare options based on your tech stack—partners for ease, custom for flexibility. Pair CAPI with your pixel for deduplicated, comprehensive data.