Connect Meta (Facebook / Instagram)

Connect Meta to Trackful to send your conversions via the Conversions API (CAPI), server-side, with better event match quality.

New to server-side tracking on this channel? Start with the Meta page, then come back here to connect it.

Connection steps

From the Trackful dashboard, open the Meta page. You can connect the channel in two ways:

  • One-click connect (OAuth, recommended): authorize Trackful with no key copy-pasting.
  • Manual setup: paste your Pixel ID and a Conversions API access token.

After connecting, select the pixel or dataset to use, send a test event to confirm delivery, then toggle the channel on.

Event Match Quality (EMQ)

Trackful monitors Event Match Quality (EMQ), the score Meta assigns to the quality of your events.

  • Aim for a score of 8.0 or higher on purchases.
  • The more complete the customer data sent (email, phone, hashed), the better the score.
  • Personal data is always hashed before sending.

If your EMQ is too low, see our Low EMQ guide.

Test event

  • Send a test event from the Meta page.
  • You can use a test event code to isolate your tests in your platform's Events Manager.
  • Confirm delivery, then leave the channel on for continuous tracking.

Conversions are then uploaded server-side, with hashed customer data, which bypasses browser blocking.