> ## Documentation Index
> Fetch the complete documentation index at: https://docs.immutable.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Meta Ads Postbacks

> Connect Meta Ads via OAuth to automatically forward attributed conversions to Meta Conversions API

> [!NOTE]
>
> **Who is this for?** Marketers running paid acquisition on Meta Ads (Facebook and Instagram) who want to feed conversion data back to the platform to improve campaign optimisation.

Meta Ads postbacks connect your Immutable game to the Meta Conversions API (CAPI). When a player clicks your Meta Ads campaign, installs the game, and completes a [Conversion Goal](https://docs.immutable.com/docs/products/attribution/conversion-goals.md), Immutable sends a server-to-server postback to Meta automatically.

## What You Need

* The Immutable [Web SDK](https://docs.immutable.com/docs/products/audience/analytics/web-sdk.md) installed on your marketing site, so Meta click IDs (`fbclid`) are captured
* The [Unity SDK](https://docs.immutable.com/docs/products/audience/analytics/unity-sdk.md), [Web SDK](https://docs.immutable.com/docs/products/audience/analytics/web-sdk.md), or [REST API](https://docs.immutable.com/docs/products/audience/analytics/rest-api.md) sending events from your game
* At least one active [Conversion Goal](https://docs.immutable.com/docs/products/attribution/conversion-goals.md) for the game
* A Meta Business account with at least one Meta Pixel in Events Manager
* Admin access to the game in [Audience Hub](https://hub.immutable.com)

## Connect Meta Ads

1. In [Audience Hub](https://hub.immutable.com), navigate to **Settings** then **Integrations** then **Meta Ads**.
2. In the **Conversion Postbacks** section, click **Connect**.
3. A Meta authorization popup opens. Sign in to your Facebook account and grant the requested permissions.
4. Once authorized, Hub shows an account and pixel picker. If your Business Manager has multiple ad accounts or pixels, select the ones you want to send postbacks for.
5. Click **Connect**. Hub creates the postback configuration and the popup closes.

> [!NOTE]
>
> You can only have one Meta Ads postback configuration per game. If you need to switch accounts or pixels, disconnect the existing configuration first, then reconnect with the new selection.

## Event Mapping

Immutable maps Conversion Goal events to Meta standard events as follows:

| Goal event | Meta event |
| - | - |
| `purchase` | `Purchase` |
| `wishlist_add` | `AddToWishlist` |
| `wishlist_remove` | `wishlist_remove` (forwarded as-is) |
| `email_acquired` | `CompleteRegistration` |

For `purchase` conversions, Immutable forwards `value` and `currency` when both are present so Meta can optimise for revenue (ROAS) rather than conversion count alone.

Meta has no standard event for `wishlist_remove`. It is forwarded with the raw name `wishlist_remove`, which Meta stores as a custom conversion. You can create a custom conversion in Meta Events Manager to track it.

## Consent and Limited Data Use

Immutable applies Meta's **Limited Data Use (LDU)** flag automatically for events collected at `anonymous` consent level. Under LDU, Meta restricts its use of the data for ad targeting to comply with CCPA and similar regulations. Events at `full` consent are sent without LDU restrictions.

## Test Events

If you want to route test conversions to Meta's Test Events environment rather than live reporting, open the postback config and set a **Test event code** from Meta Events Manager. Test events are only routed this way when the SDK sends them with `test: true`. Normal production conversions are never affected.

## Verify Delivery

Once a real attributed conversion arrives (a player who clicked your Meta Ads campaign and then matched an active Goal), it appears in the **Delivery logs** section on the Meta Ads integration page. You can also check **Meta Events Manager** under your pixel's event activity.

For a description of log columns and status values, see [Monitoring Postback Delivery](https://docs.immutable.com/docs/products/attribution/postbacks/overview.md#monitoring-postback-delivery).

## Reconnecting

If your Meta authorization expires or is revoked, Hub shows a credential warning on the postback config. Open the config menu and click **Reconnect** to re-authorize without losing your existing configuration.

***

## Next Steps

> [card] [Conversion Goals](https://docs.immutable.com/docs/products/attribution/conversion-goals.md)
>
> Define which player actions count as a conversion and control what triggers postbacks

> [card] [Conversion Postbacks](https://docs.immutable.com/docs/products/attribution/postbacks/overview.md)
>
> Overview of all supported networks and event mapping

> [card] [Attribution](https://docs.immutable.com/docs/products/attribution/overview.md)
>
> How tracking data powers player attribution and Hub reports


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