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Native Destinations

For forwarding events, Kevel Audience integrates with the following catalog of third-party platforms:

Facebook Conversions API​

Facebook Conversions API activations allow you to send events captured with Kevel Audience tracking pixel directly to Facebook using their dedicated API. This allows improving on the data tracked by the Facebook pixel by complementing it with information only available on Kevel Audience (e.g., extra user ids). It also enables tracking events in scenarios where the Facebook pixel can't be used (e.g., due to the lack of support for third-party cookies).

Collecting Events​

In order to send events to Facebook, you need to first start sending Facebook tracking information within your tracking events. To do so, all event type schemas support the facebookConversionTracking field, where you can customize the event_name and custom_data with the same data you would use when using the facebook pixel. For an example of what that schema looks like, you can check the pageView event type documentation.

This means that if you have a JavaScript tag using the Facebook pixel that would include a call such as the following:

fbq("track", "Purchase", {currency: "USD", value: 30.00});

You would mimic the same Facebook tracking event using the Kevel Audience tag with:

pcdp("event", "track", {
  "facebookConversionTracking": {
    "event_name": "Purchase",
    "custom_data": {
      "currency": "USD",
      "value": 30
    }
  }
  // extra event data should be included here
});

Enabling Activations​

Once you're sending Facebook events embedded within your Kevel Audience events, you need to create a Facebook - Conversions API, destination. Configure it with the proper pixel ID and system access token, which you should generate directly from Facebook. After the destination is set up and enabled, tracking events will be forwarded to Facebook as soon as they reach Audience.

Sending Additional User Identifiers​

This destination will send the values from the _fbp and _fbc cookies as well as the user-agent as user identifiers, when available on the request. Additional optional IDs, such as email or phone number hashes, increase the match rate for the event. We recommend enabling all the supported IDs to maximize the usefulness of the integration.

You can also use one external ID to identify the user on Facebook. With this strategy, you can choose an ID type to use for the external ID. Keep in mind that the selected external IDs must be provided to Facebook on other channels so that the user can be recognized using this ID, as described in https://developers.facebook.com/docs/marketing-api/conversions-api/parameters/external-id/.

note

Having this destination setup to send Facebook Browser ID and/or Facebook Browser ID invalidates the option to Skip activation if data to activate hasn't changed since last activation

Deduplicating Events​

If you're using both Facebook pixel and the Kevel Audience tag you might happen to send the same event to Facebook twice. In order to avoid Facebook considering the duplicated event as two different events, you should set up a deduplication process. To do that, you should send the same event name and event id in both the Facebook pixel and the Kevel Audience tag.

Building on the previous example, you should start including an eventID on calls to Facebook pixel:

fbq("track", "Purchase", {currency: "USD", value: 30.00}, {eventID: my_event_id});

And send the same event id when using the Kevel Audience tag:

pcdp("event", "track", {
  "facebookConversionTracking": {
    "event_name": "Purchase",
    "event_id": my_event_id,
    "custom_data": {
      "currency": "USD",
      "value": 30
    }
  }
  // extra event data should be included here
});

Filtering by Pixel ID​

You might want to configure different destinations for different pixel ids. In order to do so, you can send an optional pixel_id property on facebookConversionTracking that indicates the pixel ID the event should be associated with:

pcdp("event", "track", {
  "facebookConversionTracking": {
    "event_name": "Purchase",
    "pixel_id": my_pixel_id,
    "custom_data": {
      "currency": "USD",
      "value": 30
    }
  }
  // extra event data should be included here
});

Once you're doing that, you can enable the "Filter by Facebook Pixel ID" option in your destination so that only events whose pixel ID matches the pixel ID of the destination are pushed via that destination.

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