Websites · 2 min read
Generate a Meta Conversions API Access Token
The Meta Conversions API sends events from the server straight to Meta instead of relying only on the visitor's browser. Paired with your browser pixel, it gives Meta a fuller picture of your conversions, even when browser privacy settings, cookie limits, ad blockers, or network hiccups get in the way.
To connect it, you need an access token from Meta.
Find the Conversions API settings
Meta moved these settings in its newer Events Manager. The current path is:
Events Manager > Data Sources > select your pixel > Settings > Conversions API
| Older Meta screens | Current Meta screens | | --- | --- | | Events Manager | Events Manager | | Select Pixel | Data Sources > Select Pixel | | Settings | Settings | | Server-Side API for Web | Conversions API |
If you manage more than one pixel, pick the right one under Data Sources before you open Settings.
Generate the token
- Log in to Meta and open Events Manager.
- Go to Data Sources and select the pixel you want to use.
- Open the Settings tab and scroll to Conversions API. Older accounts may still call this Server-Side API for Web.
- Click Generate Access Token (or Create Access Token).
- Finish any authorization prompts, and pick an app if Meta asks for one.
- Copy the token.
Keep the token somewhere safe. It works like a password that lets events be sent to your pixel, so don't share it in email or chat.
Screens you might see
Depending on your Meta business setup, Meta may ask you to select a pixel, select or create an app, assign permissions, or verify business access. That's normal. The token works the same way no matter which path you took to create it.
Troubleshooting
I can't find the Conversions API section.
- Make sure you're logged in to the right Meta account.
- Check that the pixel belongs to the Business Manager account you're working in.
- Confirm you're an admin on the pixel.
- Finish business verification if Meta requires it.
I just changed permissions and nothing updated. Refresh the page, log out and back in, then reopen Events Manager.
The settings look wrong. You may have the wrong pixel selected. Go back to Data Sources, pick the correct pixel, then open Settings again.