Facebook Pixel Server Side Destination

This destination is currently in beta. If you are interested in joining, let us know!

Segment makes it easy to send your data to Facebook Pixel Server Side (and lots of other destinations). Once you've tracked your data through our open source libraries we'll translate and route your data to Facebook Pixel Server Side in the format they understand.

Supported Sources and Connection Modes

📱 Device-based
☁️ Cloud-based

To learn more about about Connection Modes and what dictates which we support, see here.

We offer an optional Cloud-based Connection Mode for Web data with Facebook Pixel Server Side. As a reminder, this removes the Facebook Pixel Server Side javascript library from your site, improving performance.


Segment lets you change these destination settings via your Segment dashboard without having to touch any code.

Map Categories to FB Content Types

Enter your category value on the left, and the Facebook content type to map to on the right. Facebook recognizes certain event types that can help deliver relevant ads. If no category values are mapped we’ll default to product and product_group, depending on the event.

Alternative External ID Field

By default, we’ll send the user ID as external ID and if user ID is absent, will fall back to anonymous ID. If you wish to use a different field in your payload as the external ID, you can use this setting. Example values for this setting include context.traits.email and properties.externalid.

Pixel ID

Your Pixel ID, from the snippet created on the Facebook Pixel creation page.

Map Your Events to Standard FB Events

Enter your event on the left, and the Facebook standard event to map to on the right. Facebook recognizes certain standard events that can be used across Custom Audiences, custom conversions, conversion tracking, and conversion optimization. When you map an event to a standard Facebook event, we’ll send the event by that name. Any unmapped events will still be sent as Custom Events.

Value Field Identifier

For pre-purchase events such as Product Viewed and Product Added, choose which Segment property you would like to map to Facebook’s value property.

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