Overview
The Conversions API lets you send conversion data from Swaarm directly to Meta's servers - website events, app events, and other conversions tracked via Swaarm. This gives Meta a more reliable signal to optimize ad targeting, lower cost per result, and measure campaign outcomes accurately.
ℹ️ This is the opposite direction of the SAN Reporting Integration - that integration pulls performance data from Meta into Swaarm, while Conversions API sends conversion data from Swaarm to Meta.
Step 1 - Get Your Meta Access Token
The access token allows Swaarm to send server-side events to Meta via the Conversions API.
Go to Meta Ads Manager → All Tools → Events Manager
Under Data Sources, select your pixel
Go to Settings
Scroll down to Conversions API → Set Up Manually
Click Generate Access Token
Copy the token - you'll need it in the next step
Step 2 - Configure Conversion Forwarding in Swaarm
Go to the Offer → Edit → Integrations → Conversion Forwarding
Set Ad Network to Meta
Paste the Access Token generated in Step 1
Enter the Event Name and Pixel ID - both provided by Meta
Set the Source URL - the end URL from which the conversion should be fired
