Meta Conversions API
Explore Fundraise Up’s integration with Meta Conversions API.
Meta Conversions API is a solution from Meta that lets you send conversion data — like started checkouts and completed donations — straight to its advertising platform. It helps improve ad performance and attribution by capturing events that might otherwise be lost due to tracking restrictions.
Fundraise Up uses the Conversions API to send this data directly from our system, so you can still track conversions — even if a supporter is using an ad blocker or has disabled browser tracking.
You don’t need to install Meta Pixel or make code changes on your website. Once you’ve added your Meta Pixel ID and access token in Fundraise Up, the integration works automatically across all Fundraise Up donation flows.
Set up the integration
Follow these steps to connect Fundraise Up with Meta Conversions API and start sending conversion events to Meta.
Prerequisites
Before you begin, make sure you have:
- Access to your organization’s Fundraise Up account with the Organization Administrator role.
- Access to your organization’s Meta Business Suite account.
- A Meta Pixel created in Meta Events Manager, with access to its Pixel ID and a valid access token. You don’t need to install the Pixel on your website to use the Conversions API.
If you also want to track events in the browser, you can set up Meta Pixel through Google Tag Manager.
Activation steps
- In your Fundraise Up Dashboard, go to Settings > Analytics tools.
- In the Meta Conversions API section, click Add pixel.
- In the Pixel ID field, enter your Meta Pixel ID. You can find this in Meta Events Manager, under the name of your pixel.
- In the Access token field, enter the token from your Meta Events Manager. To get it, open your Pixel in Events Manager, go to the Settings tab, scroll to the Conversions API section, and click Generate access token.
- (Optional) To test the integration, add a test code:
- In Meta Events Manager, go to Test Events and copy the test code (for example, TEST1234).
- In Fundraise Up, check the Add test token to events box and paste the code into the field.
- Check the Pixel is active box.
- Click Add pixel.
Fundraise Up will now begin sending server-side conversion events to Meta using the Conversions API.
You can add multiple Meta Pixels and access tokens. Events will be sent to all configured Pixels automatically.
Events sent to Meta
Fundraise Up sends two standardized events to Meta using the Conversions API:
| Event name | When it’s triggered |
|---|---|
InitiateCheckout | When a supporter starts a checkout session. |
Donate | When a supporter successfully completes a donation. |
These events are triggered automatically for both the Checkout Modal and Campaign Pages.
The event names and their structure are managed by Fundraise Up and can’t be changed. This helps ensure consistent reporting and reliable attribution in Meta Ads.
Event parameters
Each event sent to Meta includes the following standard parameters:
Common fields for all events
| Parameter | Description |
|---|---|
event_id | Unique ID used for deduplication. |
event_name | Either InitiateCheckout or Donate. |
event_time | Timestamp of the event in Unix format (seconds). |
content_name | Name of the campaign. |
event_source_url | Full URL of the page where the event occurred. |
action_source | Always set to website. |
Additional fields for Donate events
| Parameter | Description |
currency | Currency used at checkout (for example, USD). |
value | Donation amount. |
User data parameters
Each event sent to Meta includes a user_data object containing supporter information. This data helps Meta match events to users for reporting and optimization.
Common fields for all events
| Parameter | Description |
|---|---|
fbc | Meta click ID. Used for attribution. |
fbp | Meta browser ID. Used for attribution. |
client_ip_address | IP address of the supporter. |
client_user_agent | Information about the supporter’s device and browser. |
Additional fields for Donate events
| Parameter | Description |
|---|---|
fn | First name (hashed before sending to Meta). |
ln | Last name (hashed before sending to Meta). |
em | Email address (hashed before sending to Meta). |
country | Country code (hashed before sending to Meta). |
ph | Phone number (if available, hashed). |
All personally identifiable information is hashed automatically by Fundraise Up, as required by Meta’s Conversions API.
Event deduplication
If your organization uses both Meta Pixel and the Conversions API, Meta may receive the same event from two sources — once from the browser and once from the server. To avoid double-counting, Meta uses the event_id parameter to deduplicate events.
Fundraise Up automatically includes a unique event_id with each InitiateCheckout and Donate event. This ID is automatically generated by Fundraise Up and used for both browser and server events.
If the Meta Pixel is active on your website, Fundraise Up also adds the same event_id to client-side events triggered by the pixel. This allows Meta to recognize that both events refer to the same action and count only one.
Testing
To verify that events are being sent to Meta, you can use Fundraise Up’s Test mode.
- If you haven’t added a test token yet, go back to Activation steps and complete step 5 first.
- In your Fundraise Up Dashboard, click your organization name in the top-right corner and toggle on Test data.
- Go to Campaigns, open a campaign, and click Make a test donation from the Overview tab.
- Complete the test donation using test card credentials:
- Card number: 4242 4242 4242 4242.
- CVC: Any 3 digits.
- Expiration date: Any future date.
This card works only in Test mode and does not initiate real transactions.
- In Meta Events Manager, go to Test Events — the events should appear there shortly.
Meta Pixel
You can also set up Meta Pixel to track supporter actions in the browser — useful for building retargeting audiences and sending additional signals to Meta.
Learn how in the Meta Pixel documentation →