Meta Ads (Facebook Ads)

If you are a Shopify store, Converge needs to load both a theme.liquid pixel and a Shopify Custom Pixel to track reliably. See the FAQ in the Shopify Integration for more detailed information.

Converge makes sure that no duplicate events get sent, even though the Facebook Pixel needs to be loaded in two separate places for complete event coverage.

Meta is warning you here that not all of your events are receiving identifiable information (e.g. email). Ideally, Facebook would have an email for every Added To Cart that ever happens on your website so they can easily attribute it.

However, many people on the website are anonymous (they have never given their email to your store and thus Converge cannot track it). If the user never gives their email or address, then we can never send that email back. Converge sends as many of these parameters as there are available.

The only events where you would expect a very high email match rate are events where the user always has to give an email (e.g. purchase). For all events where certain parameters are not always available (e.g. you do not expect all AddToCart or an InitiateCheckout to have an email), you can safely ignore this warning.

When inspecting the Event match quality score in Meta Events Manager, it’s common to see a low percentage for the Click ID (fbc) parameter. In most cases this is an expected value given how the fbc parameter works.

The Click ID (fbc) is a parameter generated by Meta that is added to the URLs of your ads and used by Meta to track and identify events and conversions. See ClickID and the fbp and fbc Parameters

In an extreme scenario where all of your visitors arrive from a Meta ad, the Click ID (fbc) parameter would be present in 100% of your events.

Not all your traffic will originate from Meta though. Users can reach your store through, for example, search engines, other ad platforms or even directly. This traffic will not contain the fbc parameter in the URL, given that it is exclusive to Meta ads.

Given that, considering another extreme scenario where none of your traffic originates from Meta ads, it’s expected that Click ID (fbc) would be zero.

Overall, you should expect the percentage of Click ID (fbc) to be directly related to the percentage of traffic your store receives that originate from Meta ads.

In summary, if your store uses multiple marketing channel with no particular focus on Meta, it’s expected to see low percentages for the Click ID (fbc) parameter. On the other hand, if your store relies heavily on Meta, with a majority of your traffic coming through it, you should expect higher percentages.

Converge automatically sends the NewCustomerPurchase event to Facebook. To start using it for reporting and optimization, you need to create a custom conversion in Facebook Events Manager.

We have a guide on setting up this custom event in the Meta Ads Manager here.

Meta asks you to send an IP Address as part of the Event Matching parameters when you send over events. There are currently two versions of IP addresses in use: IPv4, and IPv6.

Both are still widely in use, but the IPv6 standard is newer, hence why Meta flags that it is still receiving IPv4 addresses. Converge supports IPv6 and is sending IPv6 addresses whenever they are available.

However, there is not always an IPv6 address available — in that case, Converge sends the IPv4 address instead. The IP address version is dependent on the customer’s browser and network configuration. So if the customer’s network configuration and browser only support IPv4, then Converge will need to send an IPv4 address as well.

Note that Meta does accept IPv4 addresses, it just wants to make sure that all advertisers support IPv6 as well. Therefore, you can safely ignore this warning.

Confirm the following steps to troubleshoot.

• The Facebook pixel is correctly configured. When the Facebook Automatic Events are enabled, Facebook tracks purchases automatically across your website — typically with a wrong AOV. This is a common source of over-reporting. You can turn this off in the Facebook Events Manager under Settings > Event setup > Track events automatically without code.
• Converge is the only active Facebook integration. In the Converge connection logs, you can recognize it as External pixel events. Make sure all other Facebook tracking integrations other than Converge are turned off see here.
• Converge tracks the correct number of Placed Order events. Compare the Attribution > Orders numbers with your backend.
• The correct dataset is linked to your Facebook ads. The dataset ID should match your Converge connection configuration.

If none of the above provides a solution to your problem, have a closer look at the Facebook Events Manager. Verify the Purchase event by having a look at the number of events arriving from the server and browser, and the sampled activities.