This option will allow you to send conversion postbacks back to Facebook to improve the optimization of your advertising campaigns.
First, you need to obtain a Conversion API Token. Follow this guide: https://developers.facebook.com/docs/marketing-api/conversions-api/get-started.
(https://developers.tiktok.com/doc/login-kit-desktop/ for TikTok)
This token will enable the s2s function on Facebook/TikTok side.Get the Pixel ID of your campaign. What is a Pixel ID and how to get it: https://www.facebook.com/business/help/952192354843755?id=1205376682832142
(https://ads.tiktok.com/help/article/tiktok-pixel for TikTok)
Check the checkbox in the Facebook/TikTok Conversion API tab in your traffic source. This will enable the S2S function and allow conversion postbacks to be sent back to Facebook
Checking the box in the traffic source enables this function for all campaigns linked to this source. The fields in the traffic source serve as a "template" that will apply to all linked campaigns. You can also leave them empty and edit each campaign individually.
Fill in all the fields - Pixel ID, Conversion API Token, Event Type (default is set to Lead)
Different campaigns will have different Pixel IDs, but they can share the same Conversion API Token and Event Type. You can set them globally in your traffic source and change the Pixel ID at the campaign level.
Uncheck the corresponding checkbox to make changes to a specific field in a campaign.
If at least one field in a campaign is not filled out, conversions for that campaign will not be sent.