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The Meta integration sends form activity to Facebook / Instagram ads in two complementary ways:
  1. Meta Pixel on public fill pages (PageView + conversion on thank-you)
  2. Conversions API from the server when someone submits (works when browsers block the Pixel)
Both events share the same event_id, so Meta can deduplicate client and server hits.

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Setup

1

Open Integrations

In Flex Forms, open Integrations in the left rail and choose Meta (Facebook).
2

Paste Pixel ID

In Events Manager, open your Pixel → Settings → copy Pixel ID into Flex Forms.
3

Generate access token

In the same Settings screen, generate a Conversions API access token and paste it into Flex Forms. Keep it secret — Flex Forms stores it encrypted.
4

Optional test code

While verifying, copy a Test event code from Events Manager → Test events. Remove it before going live.
5

Save and enable

Turn the integration on, save, and confirm the connection test succeeds.
6

Enable per form

In Studio → form settings → Integrations, enable Meta for that form. Choose the event (usually Lead) and whether to send server / client events.

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What gets sent

  • Server (Conversions API): hashed email and name from the form’s primary identity fields, optional phone field, IP, user agent, _fbp / _fbc cookies when present, and form title.
  • Client (Pixel): PageView on load; standard event (e.g. Lead) on the thank-you screen with matching eventID.
Turn off Install Meta Pixel on public forms if your host site or Tag Manager already loads the Pixel — Flex Forms will still send Conversions API events when configured.

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Tips

  • Prefer Lead for contact / demo / quote forms.
  • Use a test event code only while debugging.
  • Pair with Google Analytics when you need both ad platforms and product analytics.
Last modified on September 7, 2026