Meta Conversions API
Send server-side events to Meta (Facebook) for accurate ad attribution and optimization.
Overview
The Meta Conversions API (CAPI) lets you send web and offline events directly from MRKT Mesh to Meta's servers. This provides more accurate attribution data than browser-only tracking, especially for iOS 14.5+ users.
Prerequisites
- A Meta Business Manager account
- A Meta Pixel installed on your store
- A Conversions API access token (generated in Events Manager)
Setup
- Navigate to Tagging → Destinations in the MRKT Mesh dashboard
- Click Add Destination and select Meta CAPI
- Enter your Pixel ID and Access Token
- Choose which events to send (Purchase, AddToCart, ViewContent, etc.)
- Click Save & Enable
MRKT Mesh uses Meta's Signals Gateway for maximum data quality. Events are deduplicated using event IDs to prevent double-counting with browser pixel events.
Supported Events
| MRKT Mesh Event | Meta Event Name | Source |
|---|---|---|
| purchase | Purchase | Webhook + Browser |
| add_to_cart | AddToCart | Browser |
| product_view | ViewContent | Browser |
| begin_checkout | InitiateCheckout | Browser |
| email_signup | Lead | Browser |
| page_view | PageView | Browser |
Event Deduplication
MRKT Mesh automatically sets the event_id on both browser-side pixel events and server-side CAPI events. Meta uses this ID to deduplicate, ensuring each conversion is counted only once.
Offline / POS Events
Point-of-sale orders from Shopify POS are sent with action_source: physical_store. Browser fields (fbp, fbc) are automatically stripped since they don't apply to in-store purchases.
Troubleshooting
- Events not appearing in Events Manager: Check that your access token has the correct permissions and that the pixel ID is correct.
- Low event match quality: Ensure you're collecting email addresses at checkout. MRKT Mesh hashes PII before sending.
- Duplicate events: Verify that event IDs are being set correctly. Check Delivery Status for details.