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.
What You Need
- The Immutable Tracking Pixel or Web SDK installed on your marketing site, so Meta click IDs (
fbclid) are captured - The Unity SDK, Web SDK, or REST API sending events from your game
- At least one active Conversion Goal for the game
- A Meta Business account with at least one Meta Pixel in Events Manager
- Admin access to the game in Audience Hub
Connect Meta Ads
- In Audience Hub, navigate to Settings then Integrations then Meta Ads.
- In the Conversion Postbacks section, click Connect.
- A Meta authorization popup opens. Sign in to your Facebook account and grant the requested permissions.
- 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.
- Click Connect. Hub creates the postback configuration and the popup closes.
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 |
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 atanonymous 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 or Pixel sends them withtest: 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. Because Meta Ads postbacks are currently in sandbox mode, these events appear in Meta’s sandbox reporting rather than your live Events Manager. You can confirm delivery by checking the Delivery logs in Hub. For a description of log columns and status values, see 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
Conversion Goals
Define which player actions count as a conversion and control what triggers postbacks
Tracking Pixel
Make sure Meta click IDs are being captured on your marketing site
Conversion Postbacks
Overview of all supported networks and event mapping
Attribution
How tracking data powers player attribution and Hub reports