Meta Ads (Pixel / Conversions API)

To send BEX events to Meta, map each event to its Meta equivalent in GTM.

Event mapping

BEX event

Meta event

view_item_list

ViewItemList

view_item

ViewContent

search

Search

add_to_cart

AddToCart

begin_checkout

InitiateCheckout

add_payment_info (Planned)

AddPaymentInfo

purchase

Purchase

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

Meta parameter

BEX value

value

ecommerce.value

currency

ecommerce.currency

content_ids

List of ecommerce.items[].item_id

content_type

product (fixed value)

search_string

search_term from the search event (Search only)

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 eventID and the Conversions API's event_id must have the same value.

  • For purchases, use ecommerce.transaction_id as the event ID in both.