Meta Conversions API (Conversion Tracking)

How does it work?

When a customer interacts with the online scheduling form, an event is sent to communicate the page has been viewed. When a customer submits their personal identifiable information through the online scheduler form, various events are submitted to Facebook that will then be used by Facebook to optimize what kind of ads that user might see. When someone schedules an appointment with Zerorez®, the following information is sent to Facebook:

• First Name
• Last Name
• Email
• Phone Number
• IP Address
• User Agent
• Which services were booked and their amounts

The Meta Conversions API allows you to send conversion data to Meta (the parent company of Facebook) so they can optimize your Facebook ads to reach people who are most likely to convert, even if they didn't convert as a direct result of a Facebook ad. This is known as conversion optimization, and it relies on machine learning algorithms to analyze user data and identify patterns that are most likely to lead to conversions.

Setup Process

1. If you don't already have a Meta business account, you will need to go into https://business.facebook.com/ and create one. Click here for a help article on how to do this.
2. Follow the steps in this help article to set up a Meta Pixel. We recommend starting on the Meta Events Manager page.
   • When it says “Create a New Dataset”, enter a name for your Meta Pixel, and click Create.
   • When it asks for your website URL, use your online scheduler's URL. Example: Atlanta's is https://www.zerorezatlanta.com/schedule-service-online. Click Check.
   • Uncheck the box to integrate with Google Tag Manager, then click Next.
   • On the “Find a setup method” step, select Do it yourself, then click Next.
   • On the “Choose how to connect your website” step, select Meta Pixel and Conversions API, then click Next.
   • On the “Set up Conversions API to send events” step, select Set up manually, then click Next. You can close Meta’s help article at this point.
3. Now you will need to go through the Conversions API setup. Follow these steps:
   • On the “Overview” step, click Continue.
   • On the “Select Events” step, select Schedule, which can be found by expanding the “Additional Events” section, then click Continue.
   • On the “Select Event Details” (also labeled “Select Parameters”) step, under the “Event Detail Parameters” heading, with the “Web” source selected, check the following boxes:
     • Event ID
     • Content Category
     • Currency
     • Value
     • Content Name
     • Content IDs
     • Contents
   • On the same step, under the “Customer Information Parameters” heading, check the following boxes:
     • Client IP Address – Do Not Hash
     • Client User Agent – Do Not Hash
     • Email
     • First Name
     • Last Name
     • Phone
   • Your selections should match this screenshot:
     
   • After verifying that you have the same event details selected as shown in the screenshot, click Continue.
   • Click Confirm Setup.
   • On the “Instructions” step, click Open Implementation Guide.
4. Now you will need to go through the “Connect Conversions API” guide. Follow these steps:
   • On the “Getting Started” step, click Get Started.
   • On the “Explore Integration” step, click Generate Access Token.
   • Copy your access token and save it somewhere safe. You will need it later to get things set up in Zr Ware®. IMPORTANT: Any existing access tokens you've generated will no longer be valid upon generating a new one. If you accidentally generate a new access token after setting things up in Zr Ware®, you will need to replace your existing access token on the Conversion Tracking admin page in Zr Ware® with your new access token.
   • Scroll to the bottom of the page and click Finish.
   • This should bring you to the “Data Sources” page in Meta Events Manager, with your newly created Dataset selected. If you see a task to finish setting up the Conversions API, you can go ahead and mark it as done.
5. From the “Data Sources” page in Meta Events Manager, with your newly created Dataset selected, scroll down and click Setup Meta Pixel.
   • Click Install code manually.
   • Click Copy Code.
   • Save your Meta Pixel code for later. You will need to send it to your website provider so that they can install it on your website’s online scheduler page.
   • Click Continue.
   • On the “Automatic Advanced Matching” step, toggle the switch to ON to turn on Automatic Advanced Matching.
   • Toggle the switches on for “Email”, “First and last name”, and “Phone number”. Your selections should match the following screenshot:
     
   • After verifying that you have the same pieces of customer information selected as shown in the screenshot, click Continue.
   • On the “Add Event Code” (also labeled “Add events using event setup tool”) step, click Go To Pixel Overview.
6. From the “Data Sources” page in Meta Events Manager, with your newly created Dataset selected, select the “Settings” tab.
   • Under the “Dataset ID” label, you will see your Dataset ID (which is the same as your Meta Pixel ID). Copy it and save it. You will need it to get things set up in Zr Ware®.
7. Setting up the Meta Conversions API in Zr Ware®:
   • Log into Zr Ware®.
   • With your franchise selected, go to Admin > Company > Conversion Tracking, and make sure the Meta Conversions API tab is selected.
   • Copy and paste your Meta Conversions API access token into the “Access Token” input field.
   • Copy and paste your Dataset ID (which is the same as your Meta Pixel ID) into the “Pixel ID” input field.
   • Click Save.
   • Click the refresh button under the “API Call” heading. If everything is connected properly, you should see a message indicating that the server event test was successful.
   • Send your Meta Pixel code snippet from step 5 to your website provider, and instruct them to install it on your website’s online scheduler page, just before the closing </head> tag in the page’s HTML. Make sure to send it to them in a Text file.