This guide is for agencies that run Meta campaigns for an advertiser on Swaarm MMP. It takes you from connecting your ad account to a live campaign that sends conversions back to Meta. For the steps that are the same for every network (the Ad accounts page, mapping campaigns, spend import), see Agency Partners: the partner portal.
ℹ️ Your advertiser has to add you as a partner with the account type Agency first. See Working with Agency Partners.
The order matters. Meta needs the dataset before you can create the campaign, and Swaarm needs your events mapped before conversions are sent:
Connect your Meta ad account.
Create the dataset and access token in Meta.
Set up the Meta Pixel.
Create the offer.
Enter the dataset and map events in Swaarm.
Create the campaign in Meta.
Step 1: Connect your Meta ad account
Go to Ad accounts and click Connect ad account.
Select Meta and click Continue to sign in.
Log in with the Meta account that manages your ad accounts and approve the access.
Every ad account that login can reach is connected. That's fine: only the campaigns you map to an offer are imported.
Step 2: Create the dataset and access token in Meta
Swaarm sends conversions to a Meta dataset. You create it once in Events Manager and copy two values from it: the Dataset ID and an access token.
In Meta Ads Manager, open Events Manager from the left menu.
Click + Connect Data.
Select Web, then Create New Dataset.
Name the dataset Swaarm followed by your company or client name, for example
Swaarm TestCompany. Uncheck Request a free Conversions API Gateway demo if it appears. Wait for the next screen to load. Don't refresh the page.On Choose your setup, click See other ways to set up
and select Set up manually.
Select Conversions API and Meta Pixel, then click Finish.
Open Datasets in the left menu, select the new dataset and go to the Settings tab.
Scroll to Conversions API. Under Set up direct integration, click Generate access token, select the dataset and click Generate Access Token.
Copy and save the access token straight away. Also note the Dataset ID, shown under the dataset name in the Datasets menu.
⚠️ Generating the token connects the dataset to the Conversions API, and this can't be reversed. Check that you picked the right dataset first.
Step 3: Set up the Meta Pixel
Meta requires the pixel to be set up before the dataset can be used. You don't need the pixel code in Swaarm.
Open the dataset's Overview tab and click See instructions under Set up Meta pixel.
On Install Meta Pixel, click Copy code, then Continue.
On Automatic advanced matching, do nothing and click Done.
Custom conversions (optional)
Standard Meta events work best for optimization. If you need an event that isn't a standard one, create a custom conversion:
In Events Manager, open Custom Conversions and click Create Custom Conversion.
Enter a Name and Description, and select the dataset from Step 2.
Keep Action Source at Website and Event at All url traffic.
Under Rules, choose Event Parameters contains and enter the event name. Lowercase with underscores is recommended.
Click Create. Use the same event name when you map events in Step 5.
Step 4: Create the offer
Every Meta campaign needs an offer, which gives it its own tracking link and reports. Either map the campaign to an existing offer (see Agency Partners: the partner portal) or, if your advertiser has enabled it for you, create the offer yourself:
On the Ad accounts page, click Create offer next to your Meta ad account.
Pick the App and enter the Campaign name. Use the same name for the campaign in Meta.
Choose the Event setup:
Copy from "…" copies the event forwarding of an earlier offer of yours for the same app.
Start fresh leaves the event mapping to you.
Click Create offer.
You land on the offer's Meta tab, with a Set up this campaign checklist.
ℹ️ No Create offer button? The advertiser hasn't enabled offer creation for your agency. Ask them to switch it on, or map your campaign to one of their existing offers instead.
Step 5: Enter the dataset and map events in Swaarm
On the offer's Meta tab:
Event names are case-sensitive (Lead, not lead). Use standard Meta events whenever one fits. Custom events can be sent, but Meta doesn't guarantee they work for optimization.
⚠️ Map events before you create the campaign. Only events you map are sent. Unmapped events are not forwarded to Meta.
Tokens are stored securely and are never shown again after saving. Enter a new one only to replace it. Remove Settings stops sending conversions for that offer.
ℹ️ Need to send another event later? You can map it on the offer at any time. See Add a new event later paragraph below.
Step 6: Create the campaign in Meta
Copy the tracking link from the offer's Meta tab. You use it as the website URL of your ad.
In Meta Ads Manager, create a new campaign and select Leads as the objective. Set the budget and other campaign settings as you need.
At the ad set level, set Conversion location to Website, select the dataset from Step 2 and set the Conversion event to Lead.
Set the budget, schedule and audience.
To target one operating system, go to Placements, click + Create a rule set and add a rule: Audience › Mobile operating system, then Android or iOS. Save the rule set.
At the ad level under Destination, paste the tracking link as the Website URL and set Browser add-ons to None.
At the ad level under Tracking, check Website events and select the same dataset.
Click Publish.
⚠️ Use an Android rule for Android campaigns and an iOS rule for iOS campaigns. Mixing platforms can send traffic to the wrong store or cause tracking mismatches.
For general help creating campaigns in Meta, see Meta's guide to choosing the right ad objective.
Add a new event later
To send another event to Meta after the campaign is live, map it on the offer and then select it in Meta. The event must already exist in Swaarm for the app. If it isn't in the Offer Event list, ask your advertiser to add it.
Step 1: Map the event
Open the offer in the partner portal and go to the Meta tab.
Map the new Offer Event to a Meta event. Names are case-sensitive: use
Lead, notlead.Save.
Event forwarding is set per offer, so repeat this on every offer that should send the event.
ℹ️ An event you don't map is not sent. If you type a name that isn't a Meta standard event, Meta receives it as a custom event. Use a standard event whenever one fits, because only standard events are guaranteed to work for optimization. If there is no standard equivalent, create the custom conversion in Meta as described in Step 3. The name must exactly match the name you used in the mapping.
Step 2: Check that the event arrives in Meta
In Meta Events Manager, open the dataset connected to Swaarm and go to the Test events tab.
Trigger the event in your app, or wait for a real one.
Check that it appears under its Meta name, for example
Lead.
ℹ️ It can take up to 30 minutes for the event to show in the dataset's Overview tab.
Step 3: Use it in your campaign
Once the event arrives in Meta, you can select it as the Conversion event in the ad set.
What happens next
Swaarm attributes the installs and events to your offer.
Mapped events are sent to your Meta dataset, and Meta uses them to optimize your campaign.
Every hour, Swaarm imports the campaign's spend. Once the campaign's first clicks arrive through the tracking link, it is linked to the offer automatically. If that can't be done unambiguously, map it on the Map campaigns page.
Troubleshooting
If the account status shows Needs reconnect, click Reconnect next to the account and sign in again. Your campaign mappings are kept. For other problems, see the troubleshooting section of Agency Partners: the partner portal.