How to integrate Cal.com bookings with Facebook Pixel via Conversions API?

[0-danielviktorovich-0]

Hi everyone,

I’m trying to integrate Cal.com with the Facebook Pixel using the Conversions API, so I can properly track events like:
• Schedule – when a user books a meeting
• CancelSubscription – when they cancel
• Reschedule – when they change the time

I’m currently using Cal.com’s webhook system, and I plan to route the data through n8n or Zapier, then forward it to Facebook.

My questions are:
1. What’s the best way to structure the event data for each case?
2. Are there any best practices when sending rescheduling or cancellation events to the Pixel?
3. Do I need to hash user data (email/phone) manually, or will tools like n8n handle that automatically?
4. Should I send Schedule again for rescheduling, or create a separate custom event like Reschedule?

If anyone has already set up this kind of workflow, I’d appreciate some guidance or a template/example.

Thanks in advance!

[dosubot[bot]]

Hi @0-danielviktorovich-0! I'm Dosu and I’m helping the cal.com team.

To integrate Cal.com bookings with Facebook Pixel via the Conversions API using n8n or Zapier, here’s how you can approach it:

Event Data Structure:
Cal.com webhooks emit distinct triggers for booking lifecycle events: BOOKING_CREATED (Schedule), BOOKING_CANCELLED (CancelSubscription), and BOOKING_RESCHEDULED (Reschedule). Each payload includes fields like uid (unique booking ID), start/end timestamps, attendee info (name, email, phone), and status. For Facebook, map these as follows:

• event_name: Use "Schedule", "CancelSubscription", or "Reschedule" based on the trigger.
• event_time: Use the booking’s start or createdAt timestamp (as a Unix timestamp).
• event_id: Use the booking uid for deduplication.
• user_data: Extract attendee email/phone, normalize (lowercase, trim), and hash with SHA256 before sending.

Example mapping for a Schedule event:

{
  "event_name": "Schedule",
  "event_time": 1722270600,
  "event_id": "bFJeNb2uX8ANpT3JL5EfXw",
  "user_data": {
    "em": "<SHA256(email)>",
    "ph": "<SHA256(phone)>"
  },
  "custom_data": {
    "title": "60min between Pro Example and John Doe",
    "location": "Calcom HQ"
  }
}

For CancelSubscription and Reschedule, use the same structure but change event_name and include relevant fields like cancellationReason or reschedulingReason if needed. Use rescheduledFromUid and rescheduledToUid to link related bookings for deduplication and analytics clarity.
See webhook payload details and mapping fields.

Best Practices:
Always use unique event names for each action—don’t reuse "Schedule" for reschedules; create a custom "Reschedule" event. This improves attribution and avoids double-counting. Use the booking uid as event_id for deduplication. For reschedules, reference both the old and new booking UIDs to maintain event lineage and prevent analytics confusion.
Best practices for event naming and deduplication.

User Data Hashing:
Cal.com sends plain user data in webhooks. You must hash emails/phones before sending to Facebook. Both n8n and Zapier support hashing (Zapier: "Code by Zapier" or Formatter; n8n: "Crypto" node). Normalize data (lowercase, trim spaces) before hashing for best results.
Hashing must be handled in your automation workflow.

Workflow Outline:

1. Receive Cal.com webhook in n8n/Zapier.
2. Extract relevant fields (event type, uid, timestamps, attendee info).
3. Normalize and hash user identifiers.
4. Map to Facebook Conversions API event structure.
5. Forward to Facebook.

There are no official templates, but Cal.com’s webhook payloads are detailed and flexible for this use case. For more on Facebook’s requirements, see Facebook Conversions API docs.

If you need step-by-step n8n/Zapier setup or hashing examples, let me know!

To reply, just mention @dosu.

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