Connect your Meta Pixel to Ruut's Conversions API to send conversation events server-side for better ad attribution and retargeting — no code required.

What is Meta Conversions API?

If you run Facebook or Instagram ads, Meta Pixel helps you understand what people do after interacting with your ads.

However, browser privacy settings and ad blockers can prevent some events from being tracked.

Meta Conversions API (CAPI) solves this by sending events directly from Ruut to Meta.

Once connected, Ruut can automatically tell Meta when important actions happen, such as:

A customer starts a conversation
A customer sends a message
An agent replies
A conversation is resolved
A customer leaves a satisfaction rating

This gives Meta more information to measure your ads and build better audiences.

Tip: You don't need to remove your existing Meta Pixel. Pixel and Conversions API work together.

Before You Start

You'll need two things from Meta:

1. Your Meta Pixel ID

Go to Meta Events Manager and select your Pixel.

You'll find your Pixel ID near the top of the page.

It usually looks like this:

123456789012345

2. Your Access Token

In Meta Events Manager:

Select your Pixel
Open Settings
Find Conversions API
Click Generate Access Token
Copy the token

Keep your Access Token private. Treat it like a password.

Connect Meta to Ruut

Step 1 — Open Integrations

From your Ruut dashboard, go to:

Settings → Integrations

Step 2 — Select Meta Conversions API

Find Meta Conversions API and click Configure.

Step 3 — Connect

Click Connect.

Enter your:

Meta Pixel ID
Access Token

Step 4 — Test your connection

Click Test Configuration.

Ruut will send a test event to Meta to make sure your credentials are working.

Green confirmation: Everything is working.

Error message: Double-check your Pixel ID and Access Token.

Step 5 — Save

Click Connect to finish.

That's it.

Once connected, you'll see a green indicator showing that Meta Conversions API is active.

What Ruut Sends to Meta

Once connected, Ruut automatically sends supported conversation events to Meta.

Event	What it means
Conversation Started	A customer starts a new conversation
Message Sent	A customer sends a message
Agent Replied	An agent replies to the customer
Conversation Resolved	The conversation is marked as resolved
Customer Satisfaction Rated	A customer submits a CSAT rating
File Uploaded	A customer uploads a file

You don't need to manually send these events. Ruut handles them automatically in the background.

Where Can I See My Events?

Open Meta Events Manager and select the Pixel connected to Ruut.

New events should begin appearing within a few minutes.

You can use these events to:

Measure conversions from your ads
Build Custom Audiences
Retarget customers
Understand which ads lead to conversations
Improve campaign attribution

How Does It Work?

When something happens in Ruut — for example, a customer starts a conversation — Ruut sends the event directly to Meta's Conversions API.

This happens securely in the background and doesn't slow down your inbox.

Where applicable, customer information such as email addresses and phone numbers is hashed before being sent to Meta.

Frequently Asked Questions

Will this replace my Meta Pixel?

No.

Conversions API works alongside your existing Meta Pixel.

Your Pixel tracks browser activity while Ruut sends supported events directly from the server.

Does it cost anything?

Meta doesn't charge separately to use the Conversions API.

Ruut's Meta Conversions API integration is available at no additional charge where included in your plan.

Can I disconnect it?

Yes.

Go to:

Settings → Integrations → Meta Conversions API

Then click Disconnect Meta Conversions API.

Ruut will stop sending new events.

Will this slow down Ruut?

No.

Events are sent in the background, so they won't affect your team's conversations or response times.

What data does Ruut send?

Ruut sends information required to identify the event and improve attribution, such as:

Event type
Event timestamp
Relevant conversation information
Available customer identifiers used for matching

Sensitive customer identifiers supported by Meta's matching requirements are hashed where required before transmission.

Why can't I see my events in Meta?

Check the following:

Make sure your Meta integration is connected in Ruut.
Confirm you're viewing the correct Pixel in Meta Events Manager.
Wait a few minutes for new events to appear.
Use Test Configuration in Ruut to confirm your credentials are valid.

Troubleshooting

Problem	What to do
Test Configuration fails	Check your Pixel ID and Access Token
Events aren't appearing	Wait a few minutes and confirm you're viewing the correct Pixel
Integration shows disconnected	Reconnect your Meta account from Settings → Integrations
Access Token was revoked	Generate a new token from Meta Events Manager and reconnect

Need Help?

If you're having trouble connecting Meta Conversions API, contact the Ruut support team from your dashboard or email [email protected].

We'll help you get connected.