Meta
Fidero delivers your conversions to Meta through the Conversions API, from the browser and the server. Every identifier is normalised and hashed to Meta's matching spec before it leaves.
| Channel | Browser + server |
| Consent category | advertising |
| Deduplication | A shared event ID across the browser Pixel and the Conversions API (the order's transaction ID where there is one, otherwise the event's message ID), so Meta counts a conversion once. |
| Identifiers | The fbp and fbc cookies (with fbc reconstructed from an fbclid when needed), a hashed external_id built from the visitor's known and anonymous IDs, and email, phone and name hashed to Meta's matching spec – plus IP and user agent server-side. |
What it delivers
- Browser and server conversions. Every mapped event reaches Meta's Conversions API from both the browser Pixel and the server, keyed by a shared event ID so the two count once
- Advanced matching. The identifiers Meta accepts – email, phone, name, city, state, postcode and country – normalised and hashed before they leave
- Server-finalised events. Renewals and trial conversions, which complete server-side, are delivered as system-generated conversions
What you provide
| Item | Detail |
|---|---|
| Pixel ID | Your Meta Pixel ID, from Events Manager. |
| Conversions API access token | A system-user token generated in Meta Events Manager. |
That's everything. Mapping, formatting, hashing and deduplication are already built in – you switch the destination on by requesting it, and the flow is on the Destinations overview.
What's automatic
- Meta's formatting rules. Names are lowercased and stripped of punctuation, and every identifier is SHA-256 hashed to Meta's matching spec
- Identity resolution. The visitor's known and anonymous IDs are collected into Meta's
external_id, so a conversion matches even before sign-in - IP normalisation. Client IP addresses are converted to the IPv6 form Meta expects
Enrichment, consent enforcement, delivery monitoring and managed adapter updates apply to every third-party destination – what every destination receives covers the standard treatment.
Event mapping
Fidero's standard events map to Meta's own event names automatically:
| Fidero event | Meta event |
|---|---|
purchase_completed | Purchase |
checkout_started | InitiateCheckout |
payment_info_added | AddPaymentInfo |
item_added | AddToCart |
item_viewed | ViewContent |
item_list_viewed | ViewContent |
search_performed | Search |
signup_completed | CompleteRegistration |
lead_form_completed | Lead |
trial_started | StartTrial |
subscription_started | Subscribe |
trial_converted | Subscribe – server events only |
subscription_renewed | RenewSubscription – server events only |