appfunnel

Meta Ads

Meta is where most web2app traffic comes from, and Meta optimizes on what you report back. Connecting it sends conversions two ways — the browser pixel and the server-side Conversions API — and pulls your daily ad spend back in so cohort ROAS is measured against what you actually paid.

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Advertising & attribution

Meta Ads

Pixel and Conversions API, plus spend for real ROAS

Receives eventsRuns on the pageSends us ad spend

Why connect Meta Ads

The argument, not the feature list.

The bidder learns from your real purchases

Conversions API reports the purchase from our servers, where it cannot be lost to a blocked script, a dropped tab or an in-app browser. On a funnel that runs almost entirely inside the Instagram and Facebook browsers, that is the difference between an optimizer that sees your buyers and one that guesses.

Deduplicated, not doubled

The pixel and the server send the same event id, so Meta collapses the pair into one conversion. You get browser-side speed and server-side reliability without inflating your reported numbers.

ROAS against spend you did not type in

The same connection pulls daily campaign spend, so day-30 and day-90 cohort return is computed from Meta’s own numbers. Spend is frozen to USD at the day’s rate, so a currency move later cannot restate a past cohort.

Choose what leaves

Every event is individually switchable, and each can carry a custom Meta event name — so a dataset that already has its own naming convention keeps it.

How it works

What moves, and in which direction.

  1. 01The Meta Pixel loads on your funnel pages and fires browser events as visitors move through them.
  2. 02The same events are sent again from our servers through the Conversions API, carrying the same event id so Meta deduplicates the pair.
  3. 03Purchases carry value, currency and product identity, so Meta can optimize for value rather than just conversion count.
  4. 04Email is hashed before it is ever sent, for advanced matching.
  5. 05Separately, we pull daily spend per campaign from your ad account and store it in USD at that day’s rate for cohort ROAS.

What gets sent

These events reach Meta Ads. Everything else stays here.

  • Page View
  • User Registered
  • Purchase Complete
  • Subscription Created
  • Subscription Renewal

What you need

Have these on hand and setup takes a couple of minutes in the dashboard.

  • 01Your Meta Pixel ID
  • 02A Conversions API access token
  • 03Optionally a Dataset ID, and a test event code while you verify the setup
  • 04For spend: connect the ad account over OAuth — no keys to copy

Getting these from Meta Ads. Our own setup steps live in the docs.

Worth knowing

Things that will otherwise surprise you later.

  • Test-mode and preview traffic is never forwarded to Meta. A fabricated conversion would train the bidder and show up in your reported ROAS, so the fan-out withholds it — even with a test event code configured.

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Connect Meta Ads in a couple of minutes

Set it up in the dashboard — no engineering ticket, no deploy.

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