Meta Conversion API Tag by Up Blue

Server-side tag for Google Tag Manager that sends event data from GA4/Web clients to the Meta (Facebook) Conversions API.

Installation

1. In server-side Google Tag Manager, go to Templates > Search Gallery
2. Search for Meta Conversion API Tag by Up Blue
3. Click Add to workspace
4. Create a new tag using this template

Configuration

Required fields

Field	Description
API Access Token	Your Meta Conversions API access token. Generated in Meta Events Manager.
Meta Pixel ID	Your Meta (Facebook) Pixel ID (digits only).

Event setup

Field	Description
Event Name Setup	Inherit from client (automatic GA4 mapping) or Override (manual selection).
Action Source	Channel where the event occurred: Website (default), Email, App, Phone Call, Chat, Physical Store, etc.
Test Event Code	Optional code for validating events in Meta Events Manager's Test Events tab.

Cookie and enhancement options

Field	Description
Generate _fbp cookie	Creates the _fbp browser ID cookie if it doesn't exist (enabled by default).
Use HttpOnly cookies	Prevents JavaScript from accessing _fbp/_fbc cookies.
Enable Event Enhancement	Stores user data in a secure cookie to enrich future events (enabled by default).
Use Optimistic Scenario	Tag reports success without waiting for Meta API response.

User data

Configure user data parameters for Event Match Quality (EMQ). Supported fields:

• Contact: Email, Phone
• Personal: Gender, Date of Birth, First Name, Last Name
• Address: City, State, Zip Code, Country
• Identifiers: External ID, Client IP, User Agent, Click ID (_fbc), Browser ID (_fbp), Subscription ID, Lead ID, FB Login ID

All PII fields are automatically hashed (SHA-256) before being sent to Meta. Pre-hashed values are also accepted.

Custom data

Key-value table for additional data parameters sent with the event.

Consent settings

Option	Description
Send data always	Events are always sent (default).
Send only when ad_storage granted	Respects Google Consent Mode — events fire only when ad_storage consent is granted.

Logging

Option	Description
Do not log	No logging.
Log during debug/preview	Logs request/response details in preview mode (default).
Always log	Logs all requests to console.

Supported event mappings (automatic mode)

When using Inherit from client, the tag automatically maps GA4 events to Meta standard events:

GA4 Event	Meta Standard Event
page_view / gtm.dom	PageView
add_payment_info	AddPaymentInfo
add_to_cart	AddToCart
add_to_wishlist	AddToWishlist
sign_up	CompleteRegistration
begin_checkout	InitiateCheckout
generate_lead	Lead
purchase	Purchase
search	Search
view_item	ViewContent
contact	Contact
customize_product	CustomizeProduct
donate	Donate
find_location	FindLocation
schedule	Schedule
start_trial	StartTrial
submit_application	SubmitApplication
subscribe	Subscribe

GTM4WP (WooCommerce) events are also supported.

Events skipped in automatic mode

view_item_list, select_item, select_promotion, view_promotion, view_cart, remove_from_cart, add_shipping_info, refund, user_engagement, scroll, form_start, form_submit, first_visit, session_start, click

E-commerce data

The tag automatically extracts e-commerce data from GA4 event format:

• Content IDs — from items[].item_id, deduplicated
• Content Name / Category / Brand — from item-level fields
• Value and Currency — from event-level fields
• Num Items — for InitiateCheckout and Purchase events
• Transaction ID — mapped to Meta's order_id
• Search String — from search_term

Deduplication

The tag automatically generates an Event ID for deduplication between browser Pixel and server-side Conversions API. It uses transaction_id, event_id, or a synthesized timestamp-based ID.

License

Apache License 2.0 — see LICENSE for details.

Author

Built and maintained by Up Blue.