📣 Sending Purchases And Leads To Meta Conversions

Meta Conversions (CAPI) is a Connect Pack destination that sends events to your Meta Pixel through Meta's Conversions API. Any bridge can use it, so a sale or a lead from any of your sources becomes an event in Meta, with no browser pixel needed and no third party tool.

What you need from Meta:

Two things, both from Events Manager.

• Your Pixel ID, also called the dataset ID.
• A Conversions API access token, made under your pixel, Settings, Generate access token.

Paste both on the Meta Conversions (CAPI) card and click Connect. This card is separate from the Facebook and Instagram Lead Ads cards, which are left as they are.

Testing first:

The card has an optional Test Event Code box. While a code is set, events appear under Test Events in Events Manager, so you can watch one arrive. Clear the box and click Save Changes to go live.

Choosing the event:

On a bridge, add Meta Conversions (CAPI) as a destination and pick the event in the list box:

• Purchase event (with amount and currency)
• Lead event
• Complete Registration event
• Subscribe event
• Start Trial event

One event is sent for each contact the bridge delivers.

What gets sent:

• Personal details such as email, first name, last name, phone, city, state, zip and country, where the source provides them. Each is tidied and then hashed with SHA-256 before it is sent, which is what Meta's matching expects. The plain values never leave your site.
• The value and currency from the source's amount fields, plus the order ID and product name.
• An event ID, which is the transaction ID when the source has one. Meta uses it to remove a duplicate if the same purchase is reported twice, including a browser pixel event with the same ID.

Step by step for a purchase bridge:

1. Connect Stripe and Meta Conversions (CAPI) on the Connections tab.
2. Click Create Bridge. Name it Purchases to the Meta Pixel.
3. Source: Stripe, All Stripe payments and new customers.
4. Destination: Meta Conversions (CAPI), Purchase event (with amount and currency).
5. Click Create Bridge, then make a test purchase with the Test Event Code set.
6. Check Test Events in Events Manager, then clear the code.

A real example:

yoursite.com's bridge Purchases to the Meta Pixel has sent 130 Purchase events in three weeks, each with the real amount and currency from Stripe. The Activity Log shows Purchase event sent on every row.

How matching works:

Server side events carry no browser cookies, so Meta matches people on the hashed details. The more details the source provides, such as a phone number or country, the better the match.

Good sources to pair it with:

Stripe in the Connect Pack and ResultsAiX Payments both report the amount and currency, so a purchase bridge sends the real value. For leads, use a form, a webinar registration or a Calendly booking with the Lead event.

Using it next to a browser pixel:

Many sites run Meta's browser pixel too. When both report the same purchase with the same event ID, Meta keeps one. Stripe and ResultsAiX Payments send the transaction ID as the event ID, which is what makes that work.

Checking it in Meta:

1. In Events Manager, open your pixel and the Overview.
2. Look for events marked as received from the server.
3. Check the event matching score Meta shows, which rises with more customer details.

Tips:

• Add Meta Conversions as an extra destination on a bridge you already have, rather than building a new one.
• Use a filter if only some products should count, for example only sales of one course.