Issue

App events sent from Segment to Facebook Conversions API are being reflected as "web" events in Facebook Events Manager, even though the action_source parameter is set to "app". Customers may see their app events misclassified, leading to inaccurate reporting and attribution. 

Product

Twilio Segment

Environment

Segment Console, Facebook Events Manager

Cause

The issue occurs when the Segment Facebook CAPI destination is configured to use a Pixel ID instead of a Dataset ID for app events. Facebook requires app events to be associated with a Dataset ID, and the Dataset ID must be linked to the App ID in Facebook Events Manager. If this linkage or authorization is missing, Facebook will misclassify app events as web events, regardless of the action_source parameter.

Resolution

To resolve the issue:

1. In the Segment Console, update your Facebook CAPI destination settings to use the correct Dataset ID for app events, not the Pixel ID.
2. In Facebook Events Manager, ensure your Dataset ID is linked to your App ID.
3. Authorize the Segment connection as a partner integration in Facebook Events Manager.
4. Confirm that app events sent from Segment are now reflected as "app" events in Facebook.

Additional Information 

• Using the Pixel ID is only appropriate for web events; app events require a Dataset ID.
• If you encounter permissions errors or cannot see the Dataset ID, ensure you have the necessary access in Facebook Business Manager.
• For Android and iOS sources, verify that other mapping fields (such as ExtInfo Version) are set correctly to avoid delivery issues.