Set up Facebook Conversions

Send your event data from RudderStack to Facebook Pixel.

This guide will help you set up Facebook Conversions as a destination in RudderStack.


  1. In your RudderStack dashboard, go to Directory > Destinations > Cloud Destinations and search for Facebook Conversions.
  2. Connect your source and click Continue.

Connection settings

Configure the following settings to set up Facebook Conversions as a destination in RudderStack:

  • Name: Assign a name to uniquely identify the destination.
  • Dataset ID: Enter the dataset ID. If an existing pixel is linked to your dataset, your dataset ID will be the same as your Pixel ID.
  • Business Access Token: Enter the business access token from your Facebook business account. This is required to send events in cloud mode. For more information on obtaining the business access token, see the FAQ.

Connection mode

RudderStack supports sending event data to Facebook Conversions only via cloud mode.

Connection ModeWebMobileServer
Device mode---
Cloud modeSupported-Supported

Configuration settings

After completing the initial setup, configure the following settings to correctly receive your data in Facebook:

Event settings

  • Action Source: From the dropdown, select the fallback action_source value you want to set if action_source is not present in your event properties. RudderStack provides the following options:
Action source setting

Destination settings

  • Limited Data Usage: If turned on, RudderStack takes the data processing information from the payload and sends it to Facebook. The data in the RudderStack payload should be in the following format:
"context": {
  "dataProcessingOptions": [
  "fbc": "fb.1.1554763741205.AbCdEfGhIjKlMnOpQrStUvWxYz1234567890",
  "fbp": "fb.1.1554763741205.234567890",
  "fb_login_id": "fb_id",
  "lead_id": "lead_id",
  "device": {
    "id": "df16bffa-5c3d-4fbb-9bce-3bab098129a7R",
    "manufacturer": "Xiaomi",
    "model": "Redmi 6",
    "name": "xiaomi"
  "network": {
    "carrier": "AirCarrier"
  "os": {
    "name": "android",
    "version": "8.1.0"
  "screen": {
    "height": "100",
    "density": 50
  "traits": {
    "email": "",
    "anonymousId": "c82cbdff-e5be-4009-ac78-cdeea09ab4b1"
If this setting is turned on, RudderStack maps the values in the context.dataProcessingOptions array to commonData.data_processing_options, commonData.data_processing_options_country, and commonData.data_processing_options_state fields.

You can set the value of the fbc parameter using the context.fbc field as shown in the above payload.

If not set explicitly, RudderStack autogenerates it using the following values:

  • Fetches fbclid from

  • Uses originalTimestamp as the creation time.

  • Sets subdomainIndex to 1.

  • Sets version to fb.

  • Use as Test Destination: Turn on this setting if you are using this destination for testing purposes and enter the Test Event Code. You can find this code in your Facebook dashboard. When turned on, you can check your events in the Facebook dashboard in realtime.

RudderStack maps the context.dataProcessingOptions to data_processing_options in Facebook according to the Facebook developer documentation.
  • Don’t send external_id for user: If turned on, RudderStack does not send either userId or anonymousId as the external_id to Facebook.

Other settings

  • Client-side event filtering: Specify the events to be discarded or allowed to flow through. For more information, see Client-side Event Filtering.
  • OneTrust cookie consent settings: This setting lets you associate the OneTrust cookie consent groups to Facebook Conversions.
  • Ketch consent settings: This setting lets you associate the Ketch cookie consent groups to Facebook Conversions.

Event mapping

Click the Set up mapping button to map your RudderStack events and properties to specific Facebook custom events. You can also use the JSON mapper to set these mappings.

PII properties

RudderStack provides two options in this setting:

PII settings
  • Denylist PII Properties: RudderStack drops the PII properties specified in this field. However, if you toggle on the Denylist PII Hash Property setting, RudderStack encrypts the properties in SHA256 format before sending them to Facebook. The following properties are the default denylisted properties:

    • email
    • firstName
    • lastName
    • firstname
    • lastname
    • first_name
    • last_name
    • gender
    • city
    • country
    • phone
    • state
    • zip
    • postalCode
    • birthday
To hash and send any of the above properties, enter the property name in the Denylist PII Properties field and toggle on the Denylist PII Hash Property toggle.
  • Allowlist PII Properties: The PII properties mentioned in this field are sent to Facebook if they are present in the event’s properties.


Where can I find the dataset ID?

To get your dataset ID, go to your Facebook Ads Manager account. From the left navigation bar, select Business Tools, and click Events Manager under Manage Business.

Dataset ID

You should be able to see the ID underneath your site name under Data Sources:

Dataset ID

Where can I find the Business Access Token?

In order to use the Facebook Conversions API, you need to generate an access token using the Facebook Events Manager:

  1. Choose the relevant Facebook Pixel and click the Settings tab.
  2. In the Conversions API section, click Generate access token under the Set up manually section:
FB Conversions generate access token
For more information on how to use this access token or to generate your access token via your own app, see the Facebook developer documentation.

Can I hash my event data before sending it to RudderStack?

Yes. Facebook requires all user data, including data coming from context.traits, to be hashed. This includes email, phone, birthday, address, etc. By default, RudderStack automatically hashes all of the necessary properties for you. However, to hash these traits before sending to RudderStack, you need to send your event as follows:

  "event_name", {
  }, {
    integrations: {
      "Facebook Conversions": {
        hashed: true,

RudderStack accepts any of the following names for Facebook Conversions in the integrations object:

  • fb_conversions
  • fb conversions
  • FacebookConversions
  • Facebook Conversions
  • FB Conversions
  • Facebook_Conversions

The integrations object with these key-values notifies RudderStack to not hash the traits in context.traits as they are already hashed. Otherwise, RudderStack will hash your data again and Facebook will not be able to match the traits. Keep in mind that Facebook rejects any un-hashed data.

Why can’t I can see my events in the RudderStack dashboard but not in the Facebook dashboard?

It may take up to 24 hours for your events to reflect in the Facebook dashboard.
You can also verify if your events are flowing correctly by enabling the Use as Test Destination setting in the RudderStack dashboard. It reflects the events in the Facebook dashboard in real time.

Questions? Contact us by email or on Slack