Tips and tricks for Facebook conversion sending and attribution

This short guide will help you understand the logic behind sending the conversion data to your Facebook events manager with the help of CAPI. That means you need to enable the API integration between RedTrack and Facebook first.

Checklist for the Facebook API integration:

  1. Add the Facebook Traffic channel template to RedTrack

  2. Integrate the Facebook account with RedTrack

  3. Generate the Conversion API Key on FB

  4. Add your FB pixel to RedTrack

  5. Add a custom tracking domain to RT

  6. Verify your domain on the Facebook side

  7. Add to RedTrack Offer and Offer (Brand and Website)

  8. Create a Campaign in RedTrack

  9. Set the conversion events for Facebook and configure them

  10. Create an Ad on Facebook

  11. Add additional tracking parameters from your RedTrack account to your Facebook tracking URL

This article might be useful.

Once you finish the integration, start to run the traffic and receive your first conversions, you will become troubled about the accuracy Facebook is attributing to your campaigns because this is essential in the process. And to succeed, you need to know how does RedTrack send conversion data to Facebook.

We already know this is done through the API. How exactly?

Remember the step where you were integrating your domain with Facebook?

The same domain you are using in RedTrack, you add it under the offer settings. Once you do that, RedTrack will send the conversion data as if they happened on your website directly.

That makes Facebook accept them with credibility. The conversions fall to your events manager and are processed there, and then Facebook shows conversions under your campaign statistics.

What else is behind the conversion attribution?

It’s a known fact that Facebook identifies its standard events better (page view, initiate checkout, purchase). No wonder a lot of media buyers prefer to send those events to Facebook when it is possible.

In RedTrack, you can set absolutely any name to your conversions, but this is also how we will send them to Facebook.

For example, if you have “New_purchase” instead of the standard “Purchase”, you will need to add it as a custom event. RedTrack will send exactly a "New_purchase”, which differs from the standard naming a bit.

If there is no way to rename the “New_purchase” to “Purchase” for your funnel, then your only option is to optimise the custom conversion event. But if you do not really care how to name your event and it can be a “Purchase” instead, then no additional custom settings are to be done on the Facebook side, and it will work like this. With a better attribution and fewer settings to start running the traffic.