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Server-side tag for Google Tag Manager that sends event data from GA4/Web clients to the Meta (Facebook) Conversions API.
| 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). |
| 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. |
| 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. |
Configure user data parameters for Event Match Quality (EMQ). Supported fields:
All PII fields are automatically hashed (SHA-256) before being sent to Meta. Pre-hashed values are also accepted.
Key-value table for additional data parameters sent with the event.
| 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. |
| 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. |
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.
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
The tag automatically extracts e-commerce data from GA4 event format:
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.
Apache License 2.0 — see LICENSE for details.
Built and maintained by Up Blue.
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