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What is Facebook Apps Events Integration?

The Facebook Apps Events integration allows you to track customer events, purchases, and conversions from Masivo directly to Facebook’s App Events API. This integration enables you to measure the effectiveness of your Facebook advertising campaigns for mobile apps and create custom audiences based on your loyalty program data.

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Key Features

Mobile App Tracking

Track customer events, purchases, and conversions from mobile apps to Facebook App Events

Conversion Optimization

Optimize Facebook ad campaigns based on actual customer behavior and purchases from mobile apps

Custom Audiences

Create Facebook custom audiences based on mobile app loyalty program activities

Attribution Tracking

Track customer journey and attribution across Facebook ads and mobile app engagement

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Integration Type

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Facebook Apps Events as Destination

When configured as a destination, Masivo sends customer events to Facebook App Events API:
  • Customer Events: Registration, identification, and engagement events from mobile apps
  • Purchase Events: Transaction data with product details and values
  • Custom Events: Loyalty program specific events and behaviors
  • App Lifecycle Events: Install, open, and session tracking

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Data Flow

1

Event Collection

Customer events and purchases are collected in Masivo through mobile app touchpoints
2

Event Mapping

Events are mapped to Facebook App Events standard events (Purchase, CompleteRegistration, AppActivated)
3

Data Processing

Customer data is processed and PII is hashed for privacy compliance
4

App Events API

Events are sent to Facebook App Events API for conversion tracking and audience building

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Supported Event Types

  • CUSTOMER/USER/IDENTIFY → CompleteRegistration - Customer registration and profile creation events - User identification and authentication events
  • PURCHASE/TRANSACTION → Purchase - Transaction data with product details - Purchase amounts, currencies, and quantities
  • EVENT/TRACK → Custom events - Customer behavior and engagement events
  • Custom loyalty program activities
  • PAGE/PAGEVIEW → AppActivated - App lifecycle and navigation events - Customer journey tracking

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Data Mapping

Event Mapping

  • Email (hashed) - Phone (hashed) - External ID - Client IP - User Agent - Facebook Click ID (fbc) - Facebook Browser ID (fbp) - Device information (brand, model, OS)
  • App information and metadata - Install referrer - URL schemes - Subscription ID - Facebook Login ID
  • Product IDs and names - Product categories and brands - Order IDs and values - Currency and quantities - Search terms - Custom properties

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Privacy & Compliance

PII Protection

Email and phone numbers are automatically hashed before sending to Facebook

GDPR Compliance

Supports Facebook’s data processing options for GDPR compliance

Tracking Controls

Supports configurable tracking settings for privacy compliance

Opt-out Support

Respects customer opt-out preferences for data sharing

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Benefits

Mobile Attribution

Track the complete customer journey from Facebook ads to mobile app engagement

Campaign Optimization

Optimize Facebook ad campaigns based on actual mobile app conversions

Lookalike Audiences

Create lookalike audiences based on your most valuable mobile app customers

App Analytics

Get comprehensive insights into mobile app customer behavior

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Next Step

Setup Guide

Learn how to configure your Facebook Apps Events integration