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Overview

Facebook Enhanced Conversions API (CAPI) improves conversion tracking accuracy for Meta (Facebook) Ads. It allows you to securely send offline conversions data to Meta, enabling better measurement, attribution, and optimisation of ad campaigns. By integrating Facebook Enhanced CAPI with Zeotap CDP, you can seamlessly activate offline event data for Meta Ads. Zeotap CDP ensures that conversion data is securely collected, transformed, and transmitted in compliance with data privacy regulations. This integration helps you:
  • Improve campaign performance with accurate conversion tracking.
  • Optimize audience targeting and bidding strategies.
  • Maintain compliance while sharing first-party data with Meta.

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Sample Use Cases

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Retail Offline Purchase Attribution

If you run physical store promotions via Facebook Ads, you may want to track in-store purchases attributed to these ads. By using Facebook Enhanced CAPI, you can send hashed customer identifiers and purchase details to Meta through Zeotap, improving attribution accuracy and optimizing your ad spend.

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Lead Generation for Services

If you collect leads offline (for example, at events, call centers), you can ensure accurate attribution by sending hashed lead data to Meta via Enhanced CAPI, even when cookies are restricted.

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Supported Identifiers

This integration supports the following identifiers for matching:
  • Hashed Email Address (SHA256)
  • Hashed Phone Number (SHA256)
  • Hashed First Name & Last Name (SHA256)
  • Mobile Advertiser ID (not hashed)
  • External User ID (not hashed)
It also supports sending attributes such as Date of birth, Gender, City and so on.

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Available Actions

  • Send Offline data to FB Enhanced CAPI– Enables sending offline event data for better attribution and optimisation in Meta Ads.

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Prerequisites

Ensure you have the following in place before setting up Facebook Conversions API:
  • A Meta Business Manager account.
  • A Meta Pixel linked to your Business Manager.
  • A dataset configured to store conversion data.
  • A system user with the required permissions.
  • OAuth credentials or a system user access token.
  • App Review approval with Ads Management permissions.

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Components of Facebook Conversions API

Before creating a destination in Zeotap CDP, ensure you have the following details:
  • Meta Pixel ID – Required to associate conversion data with your Meta Ads account.
  • Event Name – Specifies the type of event (for example, “Purchase”, “Lead”).
  • Event Time – Unix timestamp of when the event occurred.
  • User Data – At least one identifier (email, phone, name, madid, or external_id) is required for matching.
  • Custom Data (for Journeys only) – If sending purchase data, currency and value are mandatory.
NoteTo learn how to obtain these components, refer to this documentation.

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Create a Destination for Facebook Conversions API

Perform the following steps to create a Destination for Facebook Conversions API:
1
Log into the Zeotap CDP App and go to the DESTINATIONS application.
2
Click + Create Destination.
3
Under the All Destinations section, search for Facebook Conversions API.
4
Click Facebook Conversions API. A screen appears displaying details about the particular destination towards the left. On the right-hand side of the screen find a list of fields that are required for the integration to be established. Enter the required details as mentioned in the following steps:a. Enter a name for the Destination.

b. Add the Pixel IDandAccess Token that you have obtained as explained here.

c. Review all the values entered above and then click Next to proceed.
5
In the new screen that appears, under Choose your Action, choose Send offline data to Facebook Enhanced CAPI as the action for activating your audience (segment) on the Audiences module. This auto-populates Event Name, Event Time, Email, Phone number, Name and more under Map the Fields, as shown in the image below. Map the required Catalogues fields to the corresponding Destination fields. Note that mapping Event Name and Event Time is mandatory. Otherwise, the destination fails.
6
Click Create Destination. The created Destination gets listed in the Audiences application, which can be linked to an audience/segment.
For information about how to link an audience or segment to the created Destination in Audiences application, refer here.
NoteThe terms Audiences and Segments are used interchangeably to refer to customer cohorts belonging to a specific category. For example, an Audience or a segment could be a specific group of customers who are over 18 years of age and who have performed an addToCart event within the last 30 days.Your View

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View Facebook Conversions API Data in Meta Ads

Perform the following steps to view the Facebook Conversions API data sent from Zeotap CDP in Meta Ads:
1
Log in to Meta Events Manager.
2
Select the Pixel ID associated with the integration.
3
Navigate to Data Sources > Offline Event Data.
4
Review the uploaded conversion events and analyse performance insights.

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Need Support?

For further assistance, refer to Meta’s official Conversions API Documentation or reach out to Zeotap support at support@zeotap.com.
Last modified on February 26, 2026