Meta events send Meta a short note when something good happens in a chat: an order made from the chat is a Purchase, and a phone number the customer writes is a LeadSubmitted. Meta then learns which ads bring buyers, not only people who message.
Where to find it
Admin › CRM › Inbox › Replies & automations, then the Meta events tab. You need Inbox settings to open it.
How it works
- Switch it on. Tick Send events from chats to Meta.
- Your dataset. Write your Dataset (pixel) id from Meta's Events Manager (Datasets).
- Your token. Paste an Access token for that dataset. It is kept encrypted. Leave the box empty later to keep the saved one.
- Test code (optional). While testing, write the Test event code from Events Manager, so the events show in its test view. Clear it when you are done.
- Press Save. The heading says ● working when all three (switch, dataset, token) are set.
From then on:
- Purchase: when someone makes an order from a chat, a Purchase goes to Meta with the order amount.
- LeadSubmitted: the first time a customer writes a phone number in a chat, a LeadSubmitted goes to Meta.
Example: a customer clicks a Messenger ad of Rangdhanu Fashion and writes "01XXXXXXXXX". Meta gets a LeadSubmitted. The seller then makes a ৳2,450 order from the chat, and Meta gets a Purchase of ৳2,450.
Good to know
- Each store uses its own dataset and token. Nothing is borrowed from the platform or from your website's pixel settings.
- Connect the page in Events Manager. Your Facebook page (and WhatsApp account) must be connected to the same dataset there.
- Who can be matched. Messenger and Instagram chats can always be matched. WhatsApp chats only when they came from a click-to-WhatsApp ad and the WhatsApp Business Account id is set. Others show as Cannot be matched.
- Phone numbers are not sent as they are. They are scrambled (hashed) before they go to Meta.
- Post comments do not send events.
- Only from the day you switch it on. Orders and numbers from before that are not sent later.
- Sent a few at a time, about every minute. If Meta does not accept one, it is tried again, up to 5 times. Then it shows as Failed.
- The list shows every event with its status: Waiting, Sent, Failed or Cannot be matched, and the reason. Press Send now to try a waiting or failed one at once.
Common problems
- The heading says ● off. The switch, the dataset id or the token is missing. Fill all three and save.
- Many Failed events. Read the reason in the list. Often the token has expired or belongs to another dataset. Paste a new token, then press Send now.
- WhatsApp events show "Cannot be matched". Those chats did not come from a click-to-WhatsApp ad, or the WhatsApp Business Account id is missing.
Related
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