Meta Conversions API Connector

The Meta Conversions API (CAPI) Connector sends conversion events from Narrative directly to Meta’s Conversions API, improving Facebook and Instagram ad attribution and campaign performance.

Overview

The connector routes conversion data — purchases, leads, checkouts, and more — from any dataset in Narrative to a Meta Ads dataset. Events are matched against Meta user accounts using hashed customer information, enabling Meta to attribute conversions back to ad campaigns and optimize delivery. This connector supports:

Offline conversions (e.g., in-store purchases, phone orders)
Online conversions (e.g., website purchases, lead submissions)
App events

Events are batched and delivered on a schedule you configure. PII fields are SHA-256 hashed before transmission in accordance with Meta’s requirements.

Prerequisites

A Meta Ads account with an active dataset (formerly “pixel”). Your dataset ID is the numeric ID found in Meta Events Manager.
A Narrative dataset containing the conversion data you want to send.

Sending conversion events

Delivering conversion events to Meta involves three steps: creating a connector profile, preparing your dataset, and adding a connection.

Step 1: Create a connector profile

Navigate to the connector

In Narrative, go to Connectors and select Meta Connector.

Authenticate with Meta

Click Connect and sign in with your Meta account. During the OAuth flow, you will be prompted to:

Select your business portfolio — Choose the Meta business portfolio that owns the ad accounts you want to deliver events to.
Grant ad account access — Select the ad accounts that Narrative should be able to access. You must grant access to at least one ad account.

Make sure the ad accounts you select have an active dataset (pixel) configured in Meta Events Manager.

Select your ad account

Choose the ad account where conversion events should be delivered.

Step 2: Create your dataset

Your dataset must be mapped to the meta_conversion_event Rosetta Stone attribute. The recommended approach is to map your source data to this attribute and then materialize it using Data Studio or NQL.

The connector profile requires your dataset to include meta_conversion_event and at least one supported user identifier for user matching. Meta uses these identifiers to match conversion events to user accounts. Any dataset that contains the required attributes in the correct schema is eligible for delivery.

See the attribute schema below for the full list of event fields, and Supported user identifiers for the identity attributes your dataset must include.

Step 3: Add a connection

Open your connector profile

Navigate to the Meta connector profile you created in Step 1.

Add a new connection

Click Add Connection and select Deliver Conversion Events as the connection type.

Configure delivery options

Deliver all data — Toggle on to deliver all data currently in the dataset. If off, only new data written after the connection is created will be delivered.
Test Event Code (optional) — Enter a test event code from Meta Events Manager. When provided, events are sent as test events and appear in Meta’s Test Events tab instead of being processed as real conversions. Use this to validate your setup before going live.

Connect

Click Connect to activate. Events will begin delivering on the next scheduled run.

The `meta_conversion_event` attribute

The meta_conversion_event attribute is Narrative’s standardized Rosetta Stone schema for conversion events sent to Meta. When you map your dataset columns to this attribute, Narrative handles transformation, hashing, batching, and delivery to Meta’s API.

Top-level fields

Narrative Field	Meta CAPI Field	Type	Required	Description
`meta_dataset_id`	(routing)	`long`	Yes	The Meta Ads dataset/pixel ID to deliver events to.
`event_id`	`event_id`	`string`	Yes	Unique string for deduplication. Use an order number, transaction ID, or random string.
`event_name`	`event_name`	`string` (enum)	Yes	The type of conversion event. See Event names.
`event_timestamp`	`event_time`	`timestamptz`	Yes	Timestamp when the event occurred.
`source`	`action_source`	`string` (enum)	Yes	Where the conversion occurred. See Action sources.
`source_url`	`event_source_url`	`string`	No	The browser URL where the event occurred. Required for `website` events.
`opt_out`	`opt_out`	`boolean`	No	If `true`, the event is used for attribution only, not delivery optimization.
`data_processing_options`	`data_processing_options`	`string[]`	No	Use `["LDU"]` to enable Limited Data Use for non-consented users.
`data_processing_options_country`	`data_processing_options_country`	`long`	No	Required if LDU is set. `1` = USA, `0` = geolocate.
`data_processing_options_state`	`data_processing_options_state`	`long`	No	Required if LDU is set without an IP address. `1000` = California, `0` = geolocate.

Custom data fields

Additional event data used by Meta for attribution and optimization. Some fields are required depending on event type.

Narrative Field	Meta CAPI Field	Type	Required For	Description
`custom_data.value`	`custom_data.value`	`double`	`purchase`	Monetary value of the conversion
`custom_data.currency`	`custom_data.currency`	`string`	`purchase`	ISO 4217 currency code (e.g., `USD`)
`custom_data.order_id`	`custom_data.order_id`	`string`	Offline events	Transaction or order ID for offline event deduplication
`custom_data.predicted_ltv`	`custom_data.predicted_ltv`	`double`	—	Predicted lifetime value of the conversion
`custom_data.content_ids`	`custom_data.content_ids`	`string[]`	—	Product SKUs or content IDs
`custom_data.content_type`	`custom_data.content_type`	`string`	—	`product` or `product_group`
`custom_data.contents`	`custom_data.contents`	`object[]`	—	Array of product objects. Each requires `id` (string) and `quantity` (long). Optional: `item_price` (double), `delivery_category` (`curbside`, `home_delivery`, `in_store`)
`custom_data.num_items`	`custom_data.num_items`	`long`	—	Number of items. Use only with `initiate_checkout`
`custom_data.search_string`	`custom_data.search_string`	`string`	—	Search query. Use only with `search` events
`custom_data.delivery_category`	`custom_data.delivery_category`	`string`	—	Delivery type for purchase events: `curbside`, `home_delivery`, or `in_store`
`custom_data.item_number`	`custom_data.item_number`	`string`	—	Identifier to distinguish multiple events within the same order

Store data fields

For physical store conversions only.

Narrative Field	Meta CAPI Field	Type	Description
`store_data.brand_page_id`	`store_data.brand_page_id`	`long`	Facebook Page ID of the brand
`store_data.store_code`	`store_data.store_code`	`string`	Unique alphanumeric store identifier (max 64 characters)
`store_data.store_page_id`	`store_data.store_page_id`	`long`	Facebook Page ID of the store

Supported user identifiers

In addition to the meta_conversion_event attribute, your dataset must include at least one of the following Rosetta Stone identifier attributes. Meta uses these to match conversion events to user accounts. All PII values are SHA-256 hashed by Narrative before transmission. Providing more identifier types improves Meta’s match quality.

Identifier Attribute	Description
`sha256_hashed_email`	SHA-256 hashed email address
`hashed_email`	Hashed email address (any supported hash)
`e164_phone_number`	Phone number in E.164 format
`telephone_number`	Phone number
`person_name` + `iso_3166_1_country` + `postal_address`	Full name, country, and postal address (all three required together)
`android_advertising_id`	Android advertising ID (GAID)
`apple_idfa`	Apple Identifier for Advertisers (IDFA)
`mobile_id_unique_identifier`	Mobile advertising ID
`unique_id`	Any unique user identifier
`narrative_id`	Narrative platform identity

Reference

Event names

The event_name field accepts the following values. Custom event names are not supported.

Value	Meta Standard Event
`add_payment_info`	AddPaymentInfo
`add_to_cart`	AddToCart
`add_to_wishlist`	AddToWishlist
`complete_registration`	CompleteRegistration
`contact`	Contact
`customize_product`	CustomizeProduct
`donate`	Donate
`find_location`	FindLocation
`initiate_checkout`	InitiateCheckout
`lead`	Lead
`other`	Other
`purchase`	Purchase
`schedule`	Schedule
`search`	Search
`start_trial`	StartTrial
`submit_application`	SubmitApplication
`subscribe`	Subscribe
`view_content`	ViewContent

Action sources

Value	Use When
`physical_store`	Conversion happened in a brick-and-mortar location. Required for all offline events.
`website`	Conversion happened on a website. Requires `source_url`.
`app`	Conversion happened in a mobile app.
`email`	Conversion originated from an email campaign.
`phone_call`	Conversion happened over the phone.
`chat`	Conversion happened via chat.
`business_messaging`	Conversion via business messaging (e.g., WhatsApp).
`system_generated`	Automated or system-generated event.
`other`	Any other source.

Event age limits

Meta enforces limits on how old events can be when received:

Offline events (physical_store): up to 90 days old
All other event types: must be less than 7 days old

Events outside these windows will be rejected by Meta.

Deduplication

Meta uses custom_data.order_id to deduplicate offline conversion events. For web and app events, event_id is used. Ensure these values are stable and consistent if you are sending the same events from multiple sources (e.g., both a pixel and CAPI).

Data privacy

Narrative hashes all customer information fields (email, phone, name, etc.) using SHA-256 before transmission. Raw PII is never sent to Meta. For users who have not consented to data sharing, set data_processing_options to ["LDU"] and provide the appropriate data_processing_options_country and data_processing_options_state values to enable Meta’s Limited Data Use mode.

Meta Custom Audiences Connector

Deliver audience data to Facebook and Instagram advertising

Data Activation Overview

Understand how connectors deliver data

Hashing PII

Prepare identifiers for delivery

Overview

Connectors

Integrations

Workflow Reference

Webhook Reference

Security Reference

Architecture Reference

Error Reference

Model Inference Reference

Rosetta Stone Reference

UI Reference

SDKs

Glossary

Billing

Overview

Prerequisites

Sending conversion events

Step 1: Create a connector profile

Step 2: Create your dataset

Step 3: Add a connection

The `meta_conversion_event` attribute

Top-level fields

Custom data fields

Store data fields

Supported user identifiers

Reference

Event names

Action sources

Event age limits

Deduplication

Data privacy

Meta Custom Audiences Connector

Data Activation Overview

Hashing PII

​Overview

​Prerequisites

​Sending conversion events

​Step 1: Create a connector profile

​Step 2: Create your dataset

​Step 3: Add a connection

​The meta_conversion_event attribute

​Top-level fields

​Custom data fields

​Store data fields

​Supported user identifiers

​Reference

​Event names

​Action sources

​Event age limits

​Deduplication

​Data privacy

​Related content

Meta Custom Audiences Connector

Data Activation Overview

Hashing PII

Overview

Prerequisites

Sending conversion events

Step 1: Create a connector profile

Step 2: Create your dataset

Step 3: Add a connection

The `meta_conversion_event` attribute

Top-level fields

Custom data fields

Store data fields

Supported user identifiers

Reference

Event names

Action sources

Event age limits

Deduplication

Data privacy

Related content