In this technical presentation, we will see (with live demo) what is the Conversion API and how to configure it in 3 different ways using GTM web and GTM server-side

1. Facebook Conversion API: 3 ways to
set up using GTM Server Side.

2. What we will see
• Conversion API Prerequisites
• Parameters
• 3 ways to setup using GTM server-side

3. ● Founder of Tag Manager Italia
● Official Beta Tester of Google Tag Manager
● Digital Analytics Association Quanties Award as Top Practioner
MATTEO ZAMBON
Tag Manager Italia
@zambros_it

4. Apple
Google Facebook

5. Cookiegeddon (ITP)

6. iOS 14

7. Facebook
and the
problem
with iOS 14

8. Facebook
iOS 14

10. Facebook documentation
• developers.facebook.com/docs/marketing-api/conversions-api/
• developers.facebook.com/docs/marketing-api/conversions-api/get-started
• www.facebook.com/business/help/2041148702652965?id=818859032317965
• developers.facebook.com/docs/marketing-api/conversions-api/deduplicate-pixel-
and-server-events/

11. Prerequisites
• Pixel di Facebook
• Business Manager
• Access Token
• Server

13. Generate Access Token
You must generate Access Token on Pixel settings.
1. Go to Events Manager
2. Data Sources
3. Choose your Pixel
4. Go to settings (1) and click Generated Access Token (2)

15. Grab the Test Event
Thanks to the Access Token and the test event code, you
can easily check server side requests

18. Tip:
use my template
variable
@zambros_it

19. 1
2

20. https://tagmanager.google.com/gallery/#/owners/matteo-zambon-gtm/templates/GA4-Items-to-Facebook-Object-Converter
1

21. 2

22. 1
2

23. GOOGLE ANALYTICS HELPS FACEBOOK

24. LET'S DO IT TOGETHER

25. Facebook without Google
@zambros_it

26. @zambros_it
https://github.com/Adsmurai-Google-Tag-Manager-Templates

27. LET'S DO IT TOGETHER

28. Facebook and Google Universal Analytics

29. @zambros_it https://github.com/stape-io/facebook-tag

30. LET’S SEE WITH UNIVERSAL

31. Matteo Zambon
@zambros_it

32. PLEASE.

33. KEEP IN TOUCH
@zambros_it