Meta Ads (Pixel / Conversions API)
To send BEX events to Meta, map each event to its Meta equivalent in GTM.
Event mapping
Avoid double counting searches:
Map only search to Meta Search. Do not also map search_results_loaded, or each search will be counted twice.
Parameters
Deduplication (Pixel + Conversions API)
If you send events through both the Pixel and the Conversions API, Meta deduplicates them by matching the event ID.
The Pixel's
eventIDand the Conversions API'sevent_idmust have the same value.For purchases, use
ecommerce.transaction_idas the event ID in both.