Meta Conversions
Sends Purchase events to the Meta Conversions API from the confirmed order.
Overview
An unreported conversion does more than understate a number. It teaches the ad platform that a campaign is not working, and the platform acts on that.
This app reports purchases to Meta from the confirmed order, so the conversion does not depend on whether a tag survived an ad blocker, a tracking restriction or a shopper who closed the tab on the thank-you page. The order always knows the purchase happened.
Running it alongside the Pixel is the normal setup. Both send the order number as the event identifier, so Meta collapses the pair into a single conversion rather than counting it twice.
Matching data is normalised and hashed before it leaves, and fields that are not available are omitted rather than padded — that affects match quality, never whether the conversion is recorded.
What it does
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Purchase events from the order
Sends a Purchase event when an order is confirmed, so conversions are attributed even when the browser Pixel is blocked.
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De-duplicated against the Pixel
The event id is the order number, the same value the Pixel sends, so running both does not double-count the conversion.
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Hashed customer data
Matching parameters are normalised and SHA-256 hashed before sending, per Meta's specification. Missing fields are omitted rather than sent empty.
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Browser identifiers from the cart
Meta's browser and click ids, along with user agent and client IP, are read off the order having been captured at the storefront.
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Meta's conversion value convention
Value is reported excluding tax but including shipping, matching what Meta's own reporting expects.
Apps that usually run together.
Most operations install more than one. These are the apps this one is most often paired with, because they share the same order.