Tracking and events

JavaScript (Node)

// Node 18 or newer: built-in fetch, nothing to install.
var META_PIXEL_ID = process.env.META_PIXEL_ID;
var META_ACCESS_TOKEN = process.env.META_ACCESS_TOKEN;       // keep it on the server
var META_API_VERSION = process.env.META_API_VERSION;         // the Graph API version Meta lists as current
var META_TEST_EVENT_CODE = process.env.META_TEST_EVENT_CODE; // set while you test, from Test Events

// One sold-lead event, filled from the click you logged, never from contact details.
function sendServerEvent(eventName, click, value) {
  var payload = {
    data: [{
      event_name: eventName,
      event_time: Math.floor(Date.now() / 1000),
      event_id: click.click_id + '-sold',
      action_source: 'website',
      event_source_url: process.env.PAGE_URL,   // your pre-lander, for example https://yourbrand.com/check
      user_data: {
        fbc: click.fbc,
        fbp: click.fbp,
        client_ip_address: click.ip,
        client_user_agent: click.user_agent
      },
      custom_data: { value: value, currency: 'USD' }
    }]
  };
  if (META_TEST_EVENT_CODE) payload.test_event_code = META_TEST_EVENT_CODE;
  var url = 'https://graph.facebook.com/' + META_API_VERSION + '/' + META_PIXEL_ID +
    '/events?access_token=' + encodeURIComponent(META_ACCESS_TOKEN);
  return fetch(url, {
    method: 'POST',
    headers: { 'Content-Type': 'application/json' },
    body: JSON.stringify(payload)
  }).then(function (res) {
    if (!res.ok) throw new Error('Meta answered ' + res.status);
  });
}

Python

# Python 3 standard library only.
import json, os, time
from urllib.parse import urlencode
from urllib.request import Request, urlopen

META_PIXEL_ID = os.environ["META_PIXEL_ID"]
META_ACCESS_TOKEN = os.environ["META_ACCESS_TOKEN"]            # keep it on the server
META_API_VERSION = os.environ["META_API_VERSION"]              # the Graph API version Meta lists as current
META_TEST_EVENT_CODE = os.environ.get("META_TEST_EVENT_CODE")  # set while you test, from Test Events

# One sold-lead event, filled from the click you logged, never from contact details.
def send_server_event(event_name, click, value):
    payload = {"data": [{
        "event_name": event_name,
        "event_time": int(time.time()),
        "event_id": click["click_id"] + "-sold",
        "action_source": "website",
        "event_source_url": os.environ.get("PAGE_URL"),   # your pre-lander, for example https://yourbrand.com/check
        "user_data": {
            "fbc": click.get("fbc"),
            "fbp": click.get("fbp"),
            "client_ip_address": click.get("ip"),
            "client_user_agent": click.get("user_agent"),
        },
        "custom_data": {"value": value, "currency": "USD"},
    }]}
    if META_TEST_EVENT_CODE:
        payload["test_event_code"] = META_TEST_EVENT_CODE
    url = "https://graph.facebook.com/%s/%s/events?%s" % (
        META_API_VERSION, META_PIXEL_ID, urlencode({"access_token": META_ACCESS_TOKEN}))
    req = Request(url, data=json.dumps(payload).encode(), headers={"Content-Type": "application/json"})
    with urlopen(req, timeout=10) as r:   # raises an error unless Meta answers with success
        r.read()

Plain steps

send_server_event(name, click, value):
  event = the example event, filled from the click record:
    event_name = name, event_time = now in seconds, event_id = click.click_id + "-sold"
    user_data = click.fbc, click.fbp, click.ip, click.user_agent
    custom_data = value and currency
  POST { "data": [event] } to the Meta Conversions API for your pixel, with your access token
  while you test, add your Test Events code so test sales stay out of your real data