Connect Meta
Whence sends your store events to Meta from the server, through the Conversions API. You copy three values in Meta’s Events Manager, paste them in Whence, and send a test. Plan on about 5 minutes.
What Whence sends to Meta
With your visitor’s marketing consent only, from the server, to your Meta pixel (dataset):
- Checked by default: Product view (ViewContent), Add to cart (AddToCart), Checkout started (InitiateCheckout), Payment info (AddPaymentInfo) and Purchase, with value, currency and products.
- Unchecked by default: Page view (PageView). Your Meta pixel usually sends it already.
- Matching details: email, phone, name, city, state, zip, country and visitor ID, all hashed; plus IP address, browser, and Meta’s own browser ID (fbp) and ad click (fbc), as Meta expects them.
Each event carries an event ID, so Meta counts it once even when your browser pixel sends it too. See Deduplication.
In Meta Events Manager
Step 1: Copy your Pixel ID
In Meta Events Manager, open Data sources, pick your pixel, then Settings. The Pixel ID (dataset ID) is the number under the pixel name. Copy it.
Step 2: Generate a Conversions API access token
Still in Settings, go to Conversions API and click Generate access token. Copy the token and keep it for step 5.
If Meta Ads is already connected in Whence (Setup > Connections), you can skip this step: Whence then sends with that connection.
Step 3: Copy a test event code
Open the Test events tab of your pixel and copy the code shown there (for example TEST12345). You only need it to send tests.
In Whence
Step 4: Open Meta in Conversions
Open Marketing > Conversions and click Set up (1) on the Meta (Facebook & Instagram) row.
If a Meta pixel is already set up, the row shows Details instead: open it and click Add another pixel to add a second one.
Step 5: Paste your IDs and send a test
The panel guides you in three numbered steps. Each field shows below it where to find the value in Meta.
- Paste your Pixel ID (dataset ID) (1).
- Paste your Conversions API access token (2), or leave it empty if Meta Ads is connected in Whence.
- Paste your Test event code, then click Save and send a test (3).
Whence saves the settings, sends one test event, and opens Details with Meta’s answer.
Step 6: Adjust More options if needed
Open More options at the bottom of the panel only if one of these applies:
- Product ID sent (1): use the ID your Meta catalog uses, so events match your products. Leave “handle” if unsure.
- Limited Data Use (2): turn it on to ask Meta to limit how it processes these events (US state privacy laws).
- Test mode (3): every event goes out as a test until you turn it off. It needs the test event code.
The same block holds the pixel name, the events to send, and Whence also runs the Meta pixel in the browser (browser pixel).
Test the connection
Step 7: Send a test event and read the answer
Click Details on the Meta row. Under Send a test event, pick a Step and click Send test event (1). Open Recent activity (2) to see the last 50 events, newest first, with what Meta answered for each.
The test goes out with your test event code: it shows up in Meta’s Test events tab and never counts in your campaigns. Whence then shows “Meta received the test event. It answered: Meta received the event (fbtrace_id …).”
In Details, How well Meta recognizes your buyers shows which matching details were sent. When your token is allowed to read it, Meta’s own score appears too. See Match quality.
Common errors
| Message | What it means | What to do |
|---|---|---|
| Add a Test Event Code (Events Manager > Test events) to send a test. | No test event code is saved. | Copy it from Test events (step 3) and paste it. Test mode needs it too. |
| Pixel ID (dataset ID) doesn’t look right. Check the format. | The Pixel ID is 5 to 20 digits. | Copy it again from Events Manager. |
| Meta: … | Meta’s own message, such as an expired token or an unknown pixel. The row shows Problem: token expired or similar. | Generate a new token, click Fix, then Update the settings, paste it and send a test. |
| Meta did not share its Event Match Quality with this token (…) | Sending works. The token only lacks the rights to read Meta’s score. | Nothing required. |
| Meta: your sales may be counted twice | Another Meta pixel sends server events, usually the Facebook & Instagram app. | In Shopify admin, open Sales channels > Facebook & Instagram > Settings > Data sharing and turn data sharing off, or let Whence run the Meta pixel in the browser and remove the others. |
| Not sent: no marketing consent (in Recent activity) | The visitor declined marketing cookies. | Nothing: this is expected. |
In Shopify admin, the Whence app has the same setup: turn on the Meta switch under Conversions sent to your ad platforms, fill in the same fields in Add a Meta (Facebook & Instagram) pixel, click Save, then Send test event.
Connecting Meta in Setup > Connections is separate: it reads your ad spend for the Ads screen. If the tile says Whence is waiting for Meta to approve its app, spend is not available yet. Conversions work without it.