Set up a new Meta dataset for Scowtt

Create a new dataset

In Meta Events Manager, click Connect Data, select Web and click Next. Choose Create New Dataset, name it Scowtt - Dataset and click Create. When the Recommended setup popup appears, click See other ways to set up, choose Set up manually and click Next. Select Conversions API + Meta Pixel, click Next, and continue until the settings confirm both are active on the dataset. Then click See Instructions for the Meta Pixel.

Add the Meta Pixel to your website

Follow Meta's flow to add the pixel across your entire website, except the final conversion page. The pixel tracks behavior leading up to a conversion, such as page views and add to cart. Conversion value is captured only through Scowtt's CAPI event.

Generate a dataset access token

In Events Manager, go to Datasets and select the dataset you just created. Open Settings and scroll to Set up direct integration. Click Generate access token, select the dataset in the popup and generate the token. Copy and save the token, then copy the Dataset ID from the same Settings page.

Connect Meta Ads in Scowtt

In the Scowtt app, go to Integrations, choose Meta Ads and click Connect. Paste the Dataset (Pixel) ID and the access token, then click Connect. Meta Ads should show as Connected under Connected Products.

Share ad account access with Scowtt

Give read-only ad account access to Scowtt's Meta Business Manager ID. This lets Scowtt review campaign setup and reporting. Your Sales Rep or Account Manager will provide this during onboarding.

Verify events are flowing

In Events Manager, open the Scowtt dataset's Overview and check that pixel events such as PageView, ViewContent and AddToCart are active, with no Purchase pixel event on the conversion page. Reporting events, such as Profile or Order, should be coming through the Conversions API, along with Scowtt's conversion value. For standard clients, that appears as the Purchase event. For regulated clients, it appears as a custom event, for example Scowtt. Finally, confirm the values vary rather than all being 1, which shows Scowtt's predicted values are passing correctly.

Tip: Most regulated clients have Core Setup turned on for their dataset. If so, the custom event must be reviewed and approved before it appears. Meta explains how in its help article.

Create a custom conversion

This is recommended for cleaner reporting. Standard clients using the Purchase event may not need it, since Purchase can be used directly as the optimization signal. In Events Manager, go to Custom conversions and select Create custom conversion. Name it clearly, for example Scowtt Lead. Set the data source to Scowtt - Dataset, the action source to Website, and the event to the one agreed with your Scowtt team. Under Rules, add a required filter of Value greater than 0, so only events carrying a Scowtt predicted value are counted. Meta won't save the custom conversion without it.