Meta Conversions API, without Google Tag Manager

A sale blocked by the browser isn't lost for you, but it is for Meta's algorithm: it learns nothing about that buyer. When the signal arrives complete, Meta shows your ads to people who look like your buyers. According to Meta, advertisers who send their web events through the Conversions API get a cost per result that is 17.8% lower on average.

Meta now turns on a one-click Conversions API by default, which copies what your pixel sends: a sale the pixel doesn't see, it doesn't see either. What it covers and what it lets through.

Oriva sends your conversions, not every page view: purchases, leads, sign-ups, and your custom events. For each one:

• the value and the currency;
• an event identifier, the same as your pixel's if you pass it to the pixel (see below);
• the information that helps Meta recognize the buyer, when you provide it: email, phone, first name, last name, postal code, customer ID. It is put in the format Meta asks for, then irreversibly hashed (SHA-256) before it is stored. Oriva never keeps it in plain text;
• the visitor's IP address and browser, which Meta requires for a web event. Oriva deletes them from its database after 90 days;
• the Meta pixel cookies (_fbc, _fbp). If the click cookie is missing but the landing URL carried an fbclid, Oriva rebuilds it the way Meta documents it;
• the standard order details (reference, products, quantity). Never the commission paid to an affiliate: it is none of Meta's business.

A standard event (purchase, lead, sign-up) is recognized directly by Meta. A new custom event must be reviewed once in Events Manager, where Meta checks it comes from your business; after that it can be used to optimize a campaign. A custom conversion with the same name is optional, only if you want rules on top.

Yes, it is even recommended. Meta deduplicates an event received from both the browser and the server if they carry the same name and the same event identifier. So give the same order reference to your pixel (the eventID parameter) and to Oriva (event_id). Without it, Meta counts the sale twice. Oriva's Health tab warns you when it sees your Meta pixel next to an active Meta destination, so you can check this point.

On Shopify, the official Facebook & Instagram app set to “Maximum” already sends purchases to Meta from the server: read our guide before adding a Meta destination.

Without the visitor's agreement for advertising, Oriva sends nothing to Meta. By default, Oriva assumes the visitor has not agreed: you need to connect your cookie banner (Axeptio, Didomi, Cookiebot, tarteaucitron…) to Oriva, in one line.

The “Test this destination” button sends a test call with your test event code, and shows you Meta's answer. Be careful: Meta states that test events are not discarded, they also count for targeting and measurement. Remove the test code once the check is done.

You see it in the delivery log, with Meta's answer and a sentence that says what to do (for example: token expired, generate a new one in Events Manager). A temporary error is retried automatically. Meta refuses an event older than 7 days: Oriva marks it failed without sending it.

• a Meta pixel (a “dataset” in Events Manager) and its ID;
• an access token, generated in the pixel's settings, in the Conversions API section;
• optional: a test event code.