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The Meta Pixel measures what happens in the guest’s browser. The Conversions API completes it: EatNow also sends events to Meta from its servers. Meta requires an access token for this, which you generate in your Meta account and paste into EatNow.

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What the token adds

The token only concerns guests who came from Meta: those who clicked a Facebook or Instagram ad, or a Facebook or Instagram link, before booking on your portal. It is the source you see in source tracking. EatNow never sends your other guests’ data to Meta. For these guests:
  • The real value of the visit. Once the guest came, EatNow sends Meta a Purchase event with the real price: the bill reported by your till (NowOS, Lightspeed) or a partner, or else the price of the booked products (menu, experience, activity, extras), paid online or at the venue. The guest left the portal long ago: without the token, Meta cannot receive this. Your campaigns can then learn to bring in the guests who spend the most.
  • Bookings counted more reliably. The Schedule event goes out from both the browser and EatNow’s servers. Meta recognizes the two copies by a shared id and counts the booking once. A booking made with an ad blocker is still measured.
Only a till and a product give a real price. A deposit or a card hold is only a guarantee: a table with neither a till nor a product sends no Purchase.
The pixel itself works as on any website: it measures every portal visit in the browser, whatever its source.

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Before you start

  • The Meta Pixel is already connected in EatNow (see Measure the portal journey).
  • You have access to Meta’s Events Manager with developer rights on the Business account. Without them, Meta hides the link that generates the token. If an agency runs your ads, it often holds these rights: send it this page.
You are the controller of this processing: you decide to send Meta the data of your guests who came from Meta. The EatNow portal’s privacy policy describes it (section 6.10), but it is up to you to check that this sending complies with the regulation that applies to your establishment, notably on consent to advertising cookies.

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Generate the token and paste it into EatNow

1

Open the pixel in Events Manager

In Meta’s Events Manager, choose the pixel whose ID is saved in EatNow.
2

Generate the token

Open the Settings tab. In the Conversions API section, under Set up manually, click Generate access token and follow the instructions in the window that opens. Copy the token.
3

Finish the setup on Meta's side

In the Overview tab, click Manage integrations, then Manage next to Conversions API. Meta then creates the app and the system user that hold the token. There is no permission to request.
4

Paste the token into EatNow

Under Settings → Integrations → General, on the Meta Pixel card, click Edit. Paste the token into Conversions API token and click Update.EatNow never shows the token again. To replace it, paste a new one. To stop the Conversions API, click Remove the token.
These steps follow Meta’s documentation, Get started with the Conversions API. Meta changes its interface over time: if a label differs, that page is the reference.

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Check that it works

On the Meta Pixel card, a line shows the Conversions API status:
  • Active, last sent… ago: Meta accepts the events.
  • Active, no event sent yet: the token is saved, the first event goes out with the next booking on the portal.
  • Meta refused the last call: Meta’s message is shown. The usual cause is a token that was revoked, copied incompletely or generated for another pixel. Generate a new one and paste it.
On Meta’s side, events received from the server appear in the pixel’s Overview tab, under Conversions API.

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FAQ

Will bookings count twice? No. The browser and the server send the same event id, and Meta keeps one copy. When does the Purchase go out? Within fifteen minutes of the guest’s visit:
  • Table: once the guest is seated or the table is closed. If a till is linked to the booking, once the table is closed, to get the final bill. When there is a till bill, it is the one that counts: it already includes the products.
  • Activity: once the guest is marked as showed up, or three hours after a confirmed activity started. This delay leaves you time to mark a no-show.
A bill reported late still goes out up to six days after the booking. Which guests are sent to Meta? Only those who came from Meta: a click on a Facebook or Instagram ad (Meta adds a click id to its ad links), or a link whose source is facebook or instagram. A guest who came from Google, another site, by phone or through a partner is never sent to Meta by the server. For a link on your Instagram profile or Facebook page to be recognized, add utm_source=instagram or utm_source=facebook to it. Is the Purchase corrected afterwards? No. It goes out once, with the amount known at that moment. A refund, a cancellation or an extra added later does not change what Meta received. An activity booking counts one Purchase per attended activity. Does the browser also send a Purchase? No. An online payment at booking is often a deposit or a card hold, not the price of the visit. The Purchase only goes out from the server, with the token. I can’t find the “Generate access token” button. It only shows with developer rights on the Business account. Ask your Meta account’s administrator for them, or hand this step to your agency. Your Meta account setup is Meta’s domain: if you are stuck, see Meta’s help center.