> ## Documentation Index > Fetch the complete documentation index at: https://docs.invoca.com/llms.txt > Use this file to discover all available pages before exploring further. # Meta (Facebook) Conversions API: Installation Guide > Connect Invoca to a Meta Pixel to send call and Signal conversions, then use that data to build Custom Conversions and Custom Audiences. ## Step 1: Prepare your Meta account Collect and store your Meta Pixel ID and an access token that Invoca will use to send data. If you already have a Meta Pixel, it's best practice to reuse it for Invoca server-side events. Invoca can pass offline conversion data to a Pixel even if it isn't live on your site or the Conversions API isn't fully implemented for web events. If you need a new Pixel, follow Meta's guide to create one, making sure to share it with the ad account(s) you want to integrate. Find your Pixel ID in Business Manager under **Events Manager > Data Sources** — the ID appears below the Pixel name. Follow Meta's documentation to manually generate an access token from your Pixel. Copy both the Pixel ID and access token — you'll need them in Step 3. ## Step 2: Plan your strategy Decide which Signals you want to send — purchases, appointments, missed opportunities — and how you'll use them: optimizing ads toward conversions, building custom audiences for lookalikes, or retargeting. If you track multiple websites or lines of business in one Invoca account, think through how Actions should map calls to the right Pixel. ## Step 3: Install the integration in Invoca 1. In the sidebar, click **Integrations**, then **Manage Integrations**. 2. Click the **Facebook Conversions API** tile. If it's "Ready to Integrate," click **Integrate**. If you don't see that option, contact your Customer Success Manager about purchasing the integration. 3. Configure your Meta Pixel: enter an **Invoca Friendly Name**, the **Meta Pixel ID**, and the **Access Token** from Step 1. ### Choose your Action type * **Send Events** — sends data on every call or Signal, including marketing source, medium, campaign, calling page, and destination number. * **Send Events (Sensitive Verticals)** — for healthcare, financial services, insurance, and similar regulated industries. Automatically strips `marketing_source`, `marketing_campaign`, `marketing_medium`, `marketing_content`, `calling_page`/`event_source_url`, and `invoca_detected_destination` from the payload, since Meta's data policies can flag or block events containing these fields (Meta has flagged `invoca_detected_destination` in particular, due to automated phone-number-format detection — even though it's the business's own number, not consumer PII). This option still sends the core fields Meta needs to process the event, plus user identifiers like the hashed phone number. ### Configure your Action * **Invoca Friendly Name** — for example, "Invoca Calls" or "Invoca \[Signal Name]." * **Profile or Campaign** — filter which calls/Signals send to this Pixel, useful if different sites map to different Pixels. Choose "All Profiles"/"All Campaigns" to send everything to the same Pixel. * **Triggered By** — "All Calls" for Send Call Events, or "Signal" plus the specific Signal. Advanced triggers let you filter further using any Marketing Data field. * **Fallback URL** (Send Events only) — the URL Meta records as `event_source_url` if Invoca can't capture the caller's landing page. * **Signal Name** (Send Events) — passed in the custom data payload for use in Meta's custom conversion or audience rules. * **Event Name** — a standard or custom event name (under 50 characters for custom names). * **Additional Custom Data** (optional) — extra Invoca fields to qualify Custom Conversions or Audiences; see the default fields listed below. ### Additional User Data (Customer Identifiers) By default, Invoca sends the caller's hashed phone number as the match identifier. Adding more identifiers improves match quality: * **Facebook Click ID (`_fbc`), recommended:** create a Marketing Data field (Type: Short Text, Partner API name: `_fbc`, Friendly Name: Facebook Click ID, Attribution model: Last), set its Invoca Tag Data Source to Cookie (Cookie Name: `_fbc`), then in the Action add `fbc` / `<_fbc>` under Additional User Data. Capturing the `_fbc` cookie directly is required — reading the `fbclid` URL parameter alone isn't sufficient. * **IP Address and User Agent:** toggle both on in a new Invoca Tag revision (no custom code needed), publish it, then add `client_ip_address` / `` and `client_user_agent` / `` under Additional User Data. * **Other identifiers** (Name, Zip Code, Email, etc.): if you capture and upload this data to Invoca, add it using Meta's documented parameter names. Click **Save** to start sending data. Repeat Step 3 for each Signal you want to send. ## Step 4: Validate your integration **In Invoca:** after about 20 minutes, go to **Integrations > Manage Integrations**, select the Facebook Conversions API tile, and open the Action you created. Review the Delivery Details chart (green = success, red = error); click Delivery History for individual request/response details. **In Meta:** in Events Manager, go to Data Sources, select your Pixel, click Overview to see events received before deduplication, and check Connection Method for details by event type. **If events aren't appearing:** Meta's Pixel Settings may be blocking custom events like CALL or CALL\_CONVERSION by default — go to Events Manager > Data Sources > your Pixel > Settings > Data Restrictions > Manage Event Blocking, and allow any blocked Invoca events through. ## Step 5: Use your data in Meta Follow Meta's guide to create Custom Conversions — wait 30 minutes after data starts flowing so Meta can auto-populate custom data parameter names, select the exact Pixel you integrated, choose the custom event Invoca sent, and reference Invoca Marketing Data under Rules (for example, `txn_type equals CALL`). Share the conversion with the correct ad accounts, then use it for ad delivery optimization or in custom audiences for targeting. ## FAQs **Do I need the Conversions API already implemented for web traffic?** No — this integration runs stand-alone. **Does it only report calls attributed to an ad click?** No — all configured call and Signal events are reported. Meta provides view-through tracking, so it's best to pass everything. **How does Meta attribute an event?** Meta looks for a user profile matching the identifiers sent, then checks whether that user interacted with an ad within the attribution window. **What is the match quality score?** A rating based on how many identifiers were sent — more identifiers (Facebook Click ID, IP, User Agent) generally means a higher score. **Do I need to pre-create custom data parameters in Meta?** No — custom data activates when you build a custom conversion or audience rule referencing it. **Is the integration CCPA compliant?** Invoca is GDPR and CCPA compliant, but you should consult your own legal team. PII is hashed and sent over HTTPS with TLS encryption; Invoca includes Meta's required Limited Data Use parameter but doesn't dynamically populate geo-locations or pass through tracking opt-outs. **Will this create duplicate events with my website's Meta Pixel?** Unlikely — Invoca typically tracks calls and outcomes with no online equivalent. **Why is CALL passed as the event\_name for Send Call Events?** Invoca worked with Meta's product team to standardize call reporting so Meta's models can optimize Call Ads. **How do I edit my Action configuration?** Open the Facebook Conversions API tile, click into an Action, and select "View/Edit Action Details." **What timestamp is used for event\_time?** Send Call Events uses the transaction start time. Send Signal Events tries the Signal's "occurred at" time first, falling back to the transaction start time. If it takes more than a day to report a Signal, include an "occurred at" value within 24 hours of the call to stay within Meta's 1-day view-through attribution window. ## Appendix: default data sent to Meta **Send Events:** event\_name, event\_time, action\_source (Phone\_call), event\_id, event\_source\_url, data\_source (invoca), currency (USD), value, txn\_type (Signal), signal\_event\_type, transaction\_id, call\_record\_id, invoca\_campaign\_name, invoca\_detected\_destination, calling\_page, marketing\_campaign, marketing\_source, marketing\_medium, marketing\_content, and the hashed phone number (ph). **Send Events (Sensitive Verticals):** event\_name, event\_time, action\_source, event\_id, data\_source, and ph only — marketing attribution, page URLs, and destination numbers are omitted. ## Where to go next * [Meta (Facebook) Setup](/s/article/meta-facebook-setup) * [Connect Apps & No-Code Integrations](/s/article/connect-apps-and-no-code-integrations) * [Integration Troubleshooting](/s/article/integration-troubleshooting)