Setting Up Facebook Conversions API

The Conversions API lets your server send event data directly to Meta, independent of what a visitor's browser allows through. This is configured entirely inside your own GTM Server Container — Easyzen IT hosts the server, but the tag configuration is yours to set up like any other GTM server container.

What you'll need

Your Meta Pixel ID and a Conversions API access token, both available from Meta Events Manager under your Pixel's settings.

Configuring the tag

Inside your GTM Server Container, add a new tag using the Facebook Conversions API template (available in the GTM Community Template Gallery). Map your existing dataLayer events — ViewContent, AddToCart, Purchase — to the tag's expected fields, and set your access token in the tag's configuration.

Once published, test using Meta's Test Events tool before relying on it for real campaigns.