Meta / Facebook

How to setup and use meta to track key events across your selling experience.

Overview

The following guide will outline the steps required to set up Meta for use with Different Breed.

1. Create A Tracking Pixel Within Different Breed

You can find the location to define tracking pixels on Different Breed by accesing the following from your event: Marketing > Tracking Pixels. Once loaded, click Create Pixel, select Google Analytics or Google Adwords as the provider and follow the next steps.

2. Create a new Data Source within Meta Events Manager.

Within Meta Events Manager:

1. Click "Connect Data Sources" in the sidebar menu and then click Web.

2. Provide the data set a name e.g "My Event Name".

3. Click connect manually > Meta pixel and Conversions API.

4. Copy the dataset id from the bottom of the modal. e.g. 1014278576603089 into the field Measurement ID on Different Breed.

5. Click Next

6. A Modal will show, Select "See Instructions" under Conversions API.

7. Close the modal when the manual implementation window shows.

3. Configure Your Conversion Events

Now we need to set up the conversions API:

1. Click continue to select your events.

2. Drop down additional events and select the following:

   1. View Content

   2. Initiate Checkout

   3. Purchase

   4. Add To Cart

3. Once selected navigate through each selected event and tick the following events:

   1. Value

   2. Event ID

   3. Contents

   4. Currency

   5. Phone Number

   6. Email Address

4. Once all events are configured, click continue then confirm setup.

5. Finally click "Open implementation guide" from the final page and click Finish.

4. Create Your Measurement Protocol Secret

Navigate to the implementation guide opened in the previous step and action the following:

1. Scroll to "Generate an access token"

2. Click Generate Access Token

3. Copy the generated value into the Measurment Secret field on Different Breed.

4. Scroll to the bottom and click "Finish".

5. Select Events To Track

On the Different Breed Tracking Pixel form you are presented with a number of events and page views you can track. While the majority of these are standard events and do not require additional set up, a few will require custom events to be created to get the most of our your reports.

Standard Events

Event Name	GA4 Event	Description
View Content	ViewContent	Tracks a customer landing on a desired page during the selling experience.
Add To Cart	AddToCart	Tracks when a customer adds a ticket or an add-on to the cart.
Begin Checkout	InitiateCheckout	Tracks when the customer begins to checkout with their cart.
Complete Purchase	Purchase	Tracks when a customer completes checkout successfully.

Custom Events

Custom events will be sent without needing to be configured. For some events you may see a warning pop up within the Meta UI requesting that you allow the events to be collected for legitimate purposes, Simply review this message and click approve on each event.

Event Name	GA4 Event	Description
Promo Code Redeemed	PromoCodeEntered	Tracks when a customer enters a promo code.
Remove From Cart	RemoveFromCart	Tracks when a customer removes a ticket or add-on from the cart.
Campaign	Campaign	Tracks a traditional UTM style campaign.
Manual Order Claimed	ManualOrderClaimed	Tracks when a manual order has been claimed by a customer.

6. Save Your Pixel

Once you have selected your desired events, simply save the pixel and the tracking events will begin to fire.

---

Test Your Tracking Pixel

To test your tracking pixel, navigate to the "Test Events" tab within meta. Within this view you will see a Test id formatted like so: TEST1234, Copy this ID and paste it within the Different Breed tracking pixel form to enable debug mode.

Once enabled you will be able to see test events logged within meta. Please note these may take up to a minute to start showing.

---

Breakdown Of Events We Send

User Data

All the events we send will contain the following user data.

Payload Sent

type MetaUserData = {
  em?: string[];
  ph?: string[];
  client_ip_address: string;
  client_user_agent: string;
  fbc: string;
  fbp: string;
};

Field	Type	Description
em	array	Array of encrypted email addresses.
ph	array	Array of encrypted phone numbers. (This will always be blank).
client_ip_address	string	The IP address of the client making the request, used to identify the geographic location of the user.
client_user_agent	string	The User-Agent string of the user's browser, which provides information about the browser type, version, and operating system.
fbc	string	Facebook click id if provided in URL.
fbp	string	Facebook browser id. We generate this once per user and retain across sessions.

Event Structure

All the events we send to Google Analytics contain the following structure and properties:

Field	Type	Description
event_name	string	Name of the event
event_id	string(uuid)	Unique id for the event.
event_time	number	The date in unix when the event occurred.
event_source_url	string	The page url the event was fired on.
action_source	string	The location of the event. This will always be "website".
custom_data	Array	An array of items to be processed.
page_title	string	The title of the page sending the event.
page_location	string	The url of the page sending the event.
db_event_id	string	The id of the event you are selling for on Different Breed.

View Content / Page View

Tracks a customer landing on a desired page during the selling experience. The following pages are supported:

• Event Listing

• Checkout

• Order Confirmation

For each page view you enable we will send the following data structure to Google Analytics:

Payload Sent

export type MetaPageViewPayload = {
  event_name: 'ViewContent';
  event_time: number;
  event_source_url: string;
  action_source: string;
  event_id: string;
  custom_data: {
    page_location: string;
    page_title: string;
    db_event_id: string;
  };
  user_data: MetaUserData;
};

Field	Type	Description
page_location	string	The url of the page sending the event.
page_title	string	The title of the page sending the event.
db_event_id	string (uuid)	The id of the event you are selling for on Different Breed.

Promo Code Entered

Tracks when a customer enters a promo code.

Payload Sent

export type MetaPromoCodeEnteredPayload = {
  event_name: 'PromoCodeEntered';
  event_time: number;
  event_source_url: string;
  action_source: string;
  event_id: string;
  custom_data: {
    promotion_id: string;
    promotion_name: string;
    db_event_id: string;
    page_location: string;
    page_title: string;
  };
  user_data: MetaUserData;
};

Field	Type	Description
promotion_id	string	The promotional code applied.
promotion_name	string	The promotional code applied.

Campaign

Tracks a traditional utm style campaign. To track this effectively your URL parameters should be formatted in the following way:

?utm_source=hubspot&utm_medium=email&utm_campaign=spring_sale&utm_id=campID&utm_term=term1%2C+term2&utm_content=content_xyz

Google have a useful tool to help with this: https://ga-dev-tools.google/ga4/campaign-url-builder/

This will enable us to send the following data structure to Meta Analytics:

Payload Sent

export type CampaignData = {
  campaign_id: string;
  campaign: string | null;
  source: string | null;
  medium: string | null;
  term: string | null;
  content: string | null;
};

export type MetaCampaignPayload = {
  event_name: 'Campaign';
  event_time: number;
  event_source_url: string;
  action_source: string;
  event_id: string;
  custom_data: CampaignData & {
    page_location: string;
    page_title: string;
    db_event_id: string;
  };
  user_data: MetaUserData;
};

Field	Type	Description
campaign_id	string	The provided campaign id from the url.
campaign	string	The provided campaign from the url.
source	string	The provided source from the url.
medium	string	The provided medium from the url.
term	string	The provided term from the url.
content	string	The provided content from the url.

Manual Order Claimed

Tracks when a manual order has been claimed by a customer.

Payload Sent

export type MetaManualOrderClaimedPayload = {
  event_name: 'ManualOrderClaimed';
  event_time: number;
  event_source_url: string;
  action_source: string;
  event_id: string;
  custom_data: {
    manual_order_id: string;
    manual_order_reference: string;
    db_event_id: string;
    page_location: string;
    page_title: string;
  };
  user_data: MetaUserData;
};

Field	Type	Description
manual_order_id	string(uuid)	ID of the manual order claimed.
manual_order_reference	string	The claim code used.

Add To Cart

Tracks when a customer adds a ticket or an add-on to the cart.

Payload Sent

export type MetaAddToCartPayload = {
  event_name: 'AddToCart';
  event_time: number;
  event_source_url: string;
  action_source: string;
  event_id: string;
  custom_data: {
    currency: GenericModels.CurrencyCodes.CurrencyCode['code'];
    value: number;
    content_ids: string[];
    contents: {
      id: string;
      quantity: number;
      item_price: number;
    }[];
    item_ids: string[];
    items: {
      id: string;
      quantity: number;
      item_price: number;
      item_name: string;
      item_brand: string;
      item_variant: string;
      item_category: string;
      item_list_name: string;
      coupon?: string;
      discount?: number;
    }[];
    db_event_id: string;
    page_location: string;
    page_title: string;
  };
  user_data: MetaUserData;
};

Field	Type	Description
value	number	The total value of items added.
currency	string	The ISO currency code used.
content_ids	array	Array of content ids.
contents	array	List of items added to cart.
contents[0].id	string	The ticket or add-on id.
contents[0].quantity	number	Number added, This will always be 1.
contents[0].item_price	number	Price of the item with discounts applied.
item_ids	array	Array of ids from the items.
items	array	List of items added to the cart.
items[0].id	string(uuid)	The ticket or add-on id.
items[0].item_brand	string	Tickets or Add-ons
items[0].item_name	string	Ticket or Add-on name.
items[0].item_variant	string	Addon variant name.
items[0].item_category	string	ticket or addon
items[0].item_list_name	string	Tickets or Add-ons
items[0].coupon	string	Promo code used.
items[0].discount	number	The amount discounted from the original price.
items[0].item_price	number	Price of the item with discounts applied.
items[0].quantity	number	Number added, This will always be 1.

Remove From Cart

Tracks when a customer removes a ticket or add-on from the cart.

Payload Sent

export type MetaRemoveFromCartPayload = {
  event_name: 'RemoveFromCart';
  event_time: number;
  event_source_url: string;
  action_source: string;
  event_id: string;
  custom_data: {
    currency: GenericModels.CurrencyCodes.CurrencyCode['code'];
    value: number;
    content_ids: string[];
    contents: {
      id: string;
      quantity: number;
      item_price: number;
    }[];
    item_ids: string[];
    items: {
      id: string;
      quantity: number;
      item_price: number;
      item_name: string;
      item_brand: string;
      item_variant: string;
      item_category: string;
      item_list_name: string;
      coupon?: string;
      discount?: number;
    }[];
    db_event_id: string;
    page_location: string;
    page_title: string;
  };
  user_data: MetaUserData;
};

Field	Type	Description
value	number	The total value of items added.
currency	string	The ISO currency code used.
content_ids	array	Array of content ids.
contents	array	List of items added to cart.
contents[0].id	string	The ticket or add-on id.
contents[0].quantity	number	Number added, This will always be 1.
contents[0].item_price	number	Price of the item with discounts applied.
item_ids	array	Array of ids from the items.
items	array	List of items added to the cart.
items[0].id	string(uuid)	The ticket or add-on id.
items[0].item_brand	string	Tickets or Add-ons
items[0].item_name	string	Ticket or Add-on name.
items[0].item_variant	string	Addon variant name.
items[0].item_category	string	ticket or addon
items[0].item_list_name	string	Tickets or Add-ons
items[0].coupon	string	Promo code used.
items[0].discount	number	The amount discounted from the original price.
items[0].item_price	number	Price of the item with discounts applied.
items[0].quantity	number	Number added, This will always be 1.

Begin Checkout

Tracks when the customer begins to checkout with their cart.

Payload Sent

export type MetaBeginCheckoutPayload = {
  event_name: 'InitiateCheckout';
  event_time: number;
  event_source_url: string;
  action_source: string;
  event_id: string;
  custom_data: {
    currency: GenericModels.CurrencyCodes.CurrencyCode['code'];
    value: number;
    transaction_id: string;
    content_ids: string[];
    contents: {
      id: string;
      quantity: number;
      item_price: number;
    }[];
    item_ids: string[];
    items: {
      id: string;
      quantity: number;
      item_price: number;
      item_name: string;
      item_brand: string;
      item_variant: string;
      item_category: string;
      item_list_name: string;
      coupon?: string;
      discount?: number;
    }[];
    db_event_id: string;
    page_location: string;
    page_title: string;
  };
  user_data: MetaUserData;
};

Field	Type	Description
value	number	The total value of items added.
currency	string	The ISO currency code used.
transaction_id	string(uuid)	The cart id.
content_ids	array	Array of content ids.
contents	array	List of items added to cart.
contents[0].id	string	The ticket or add-on id.
contents[0].quantity	number	Number added, This will always be 1.
contents[0].item_price	number	Price of the item with discounts applied.
item_ids	array	Array of ids from the items.
items	array	List of items added to the cart.
items[0].id	string(uuid)	The ticket or add-on id.
items[0].item_brand	string	Tickets or Add-ons
items[0].item_name	string	Ticket or Add-on name.
items[0].item_variant	string	Addon variant name.
items[0].item_category	string	ticket or addon
items[0].item_list_name	string	Tickets or Add-ons
items[0].coupon	string	Promo code used.
items[0].discount	number	The amount discounted from the original price.
items[0].item_price	number	Price of the item with discounts applied.
items[0].quantity	number	Number added, This will always be 1.

Complete Purchase

Tracks when a customer completes checkout successfully.

Payload Sent

export type MetaCompletePurchasePayload = {
  event_name: 'Purchase';
  event_time: number;
  event_source_url: string;
  action_source: string;
  event_id: string;
  custom_data: {
    currency: GenericModels.CurrencyCodes.CurrencyCode['code'];
    value: number;
    transaction_id: string;
    content_ids: string[];
    contents: {
      id: string;
      quantity: number;
      item_price: number;
    }[];
    item_ids: string[];
    items: {
      id: string;
      quantity: number;
      item_price: number;
      item_name: string;
      item_brand: string;
      item_variant: string;
      item_category: string;
      item_list_name: string;
      coupon?: string;
      discount?: number;
    }[];
    db_event_id: string;
    page_location: string;
    page_title: string;
  };
  user_data: MetaUserData;
};

Field	Type	Description
value	number	The total value of items added.
currency	string	The ISO currency code used.
transaction_id	string(uuid)	The cart id.
content_ids	array	Array of content ids.
contents	array	List of items added to cart.
contents[0].id	string	The ticket or add-on id.
contents[0].quantity	number	Number added, This will always be 1.
contents[0].item_price	number	Price of the item with discounts applied.
item_ids	array	Array of ids from the items.
items	array	List of items added to the cart.
items[0].id	string(uuid)	The ticket or add-on id.
items[0].item_brand	string	Tickets or Add-ons
items[0].item_name	string	Ticket or Add-on name.
items[0].item_variant	string	Addon variant name.
items[0].item_category	string	ticket or addon
items[0].item_list_name	string	Tickets or Add-ons
items[0].coupon	string	Promo code used.
items[0].discount	number	The amount discounted from the original price.
items[0].item_price	number	Price of the item with discounts applied.
items[0].quantity	number	Number added, This will always be 1.