We recently ran an interesting experiment. Turns out you don’t actually need to put Facebook pixels on your sites, and you don’t need to bother with the Conversion API either. There’s a dead simple life hack — just fire requests straight at the pixel, tacking on fbclid!
We collect fbclid data across every channel — redirects, Site Storage, downloaded sites. The click ID itself is present on most visits.
To send events, we use extended postbacks: the “Flows — Postback” section, the “Add” button.
The general form of the postback looks like this:
https://www.facebook.com/tr?id={fb}&ev={fbe}&fbclid={fbclid}&noscript=1
The macros:
{fb}– the Facebook pixel ID, pulled from the flow’s settings. No need to enter it by hand.{fbe}– the conversion event. You can putLeadhere.{fbclid}– this is where the Facebook click ID we pulled from the site gets inserted.
The simplest option is a single postback on the “Pending” event. A more interesting option is a couple of different postbacks on “Pending” and “Approved” (or maybe “Hold,” depending on which network you’re working with). In that case, you set the events themselves manually instead of {fbe} — for example, Lead and InitialCheckout.