Each event is resolved to a person against a 750M+ device graph before it reaches the Meta Conversions API, with restored click IDs, deduplicated conversions and delivery you can audit.
How it flows
01 Capture
Server-side capture of BigCommerce storefront and checkout events, resolved and forwarded downstream.
See the BigCommerce integration
BigCommerce order_idBigCommerce orderemail / phonecheckout contactcustomer_idBigCommerce customer recordproductscatalog items on the ordertotal_inc_taxorder value02 Understand
Every BigCommerce event is matched against a 750M+ device graph, so a phone browse and a desktop checkout resolve to one customer rather than two strangers.
How resolution works
customer_typeNew or returning, resolved before send.Ad platforms accept almost anything and tell you very little. These controls exist so you can see what was sent and what was accepted, rather than inferring it from a reporting gap.
03 Activate
Forward deduplicated, identity-resolved conversions to Meta through the Conversions API, and give the model a customer instead of a session.
See the Meta Conversions API integration
Meta Conversions API em, ph (SHA-256)raise Event Match Qualityfbclid / _fbpcredit the click that drove itexternal_idstable person across sessionsevent_iddedupe against the browser pixelvalue / currencyvalue-based biddingEach Upstack event is mapped to the Meta Conversions API event below before it is sent.
| Upstack event | Sent to Meta Conversions API as | Key data on the event |
|---|---|---|
| Page view | PageView | URL, referrer, user agent |
| Product view | ViewContent | content_ids, content_type, value, currency |
| Add to cart | AddToCart | content_ids, value, currency |
| Checkout | InitiateCheckout | value, currency, num_items |
| Purchase | Purchase | value, currency, order_id, content_ids |
Every event carries every available match key: em, ph, fn, ln, ct, st, zp and country, plus fbc, fbp and external_id. Personal data is hashed with SHA-256 before it leaves Upstack.
BigCommerce to Meta Conversions API, in detail
BigCommerce’s hosted checkout keeps PCI scope down but limits what a browser script can see at the moment of purchase. Upstack reads the BigCommerce order server-side, resolves the customer, and sends the event to Meta’s Conversions API with every available match key, alongside the browser pixel copy with a shared event_id, so Meta keeps one.
| BigCommerce data | Sent to Meta as |
|---|---|
| order_id On Purchase. | order_id |
| products The catalog items on the order. | content_ids |
| total_inc_tax The order value, in the order’s currency. | value, currency |
| Checkout email and phone Hashed with SHA-256 before they leave Upstack. | em, ph |
| Meta ad click (fbclid) fbc is built from the fbclid in the ad URL. | fbc, plus fbp |
| Upstack customer ID One person across visits and storefronts. | external_id |
BigCommerce’s checkout is hosted, which hides the purchase from browser-side scripts. Upstack reads the order server-side instead, so that limit stops mattering.
With the default Browser + Server tracking method, Upstack loads the Meta Pixel and sends the same events from its servers, and both copies carry the same event ID, so Meta keeps one. Another sender on the same pixel, such as a platform’s own Meta integration, Meta’s Conversions API Gateway or a third-party CAPI app, has no matching ID, so turn it off.
Every event carries every available match key: em, ph, fn, ln, ct, st, zp and country, plus fbc, fbp and external_id, with personal data hashed with SHA-256. Meta scores each event type separately once it has enough real events, usually within 24 to 48 hours.
Multi-storefront accounts resolve against one graph rather than per store, so a shopper who buys from two of your regions is one customer to Meta.
The catch
Events Manager your dataset Event Match Quality
Server events appear with a Server badge, and Event Match Quality is scored per event type.
What changes
Meta Conversions API
More hashed identifiers on every event (email, phone, external ID, click ID), so EMQ rises and Meta matches more of what you send.
Meta Conversions API
One source of truth for both, with browser and server events deduplicated on event_id so purchases are never double-counted.
BigCommerce
Storefront and checkout events are captured from BigCommerce on the server, independent of the browser.
BigCommerce
Connect BigCommerce once and forward to every ad platform, email tool and warehouse you run.
Setup
You need admin access to Meta Business Manager.
01
Server-side capture of BigCommerce storefront and checkout events, resolved and forwarded downstream.
02
Turn off any other tool that sends server events to the same pixel, such as a platform’s own Meta integration or a third-party CAPI app, and keep a single Meta pixel.
03
Under Destinations, add Facebook Advertising with your Pixel ID (a 15 or 16 digit number) and a Conversions API token generated in Events Manager, which starts with EAA. Keep the default Browser + Server tracking method.
04
Meta may suggest its Conversions API Gateway under a “Low rate of pixel events covered by Conversions API” warning. Ignore it: a second sender duplicates events without matching event IDs.
05
Server events show a Server badge on the Overview and Test Events tabs. Event Match Quality is scored per event type, and Meta takes 24 to 48 hours to score new events.
After setup
Upstack shows the Facebook Advertising destination as Healthy.
Events Manager lists your events with a Server badge as well as Browser.
Event Match Quality has a score for each event type after 24 to 48 hours of real orders. Test orders don’t score the same way.
The Pixel ID in Upstack matches the dataset your ads optimize on, under Data Sources in Events Manager.
Troubleshooting
Another sender is still active on the same pixel. Its events don’t share Upstack’s event_id, so Meta can’t pair them: remove it.
Normal for the first 24 to 48 hours and until real orders arrive. If it persists, check the Pixel ID matches and that the access token has ads_read plus ads_management or business_management.
A false positive for Upstack stores, whose events already go through the Conversions API. Don’t click Review solution or set up the Conversions API Gateway.
Check the destination is saved and Healthy and the access token is valid. If another integration also sends to the pixel, turn it off.
FAQ
Connect BigCommerce to Upstack, turn off any other tool sending events to the same Meta pixel, then add the Facebook Advertising destination with your Pixel ID and a Conversions API token. Upstack sends events from the browser and its servers with a shared event_id. Most brands are live in under 20 minutes.
EMQ is Meta’s score, from 0 to 10, for how reliably it can match a conversion event back to a Meta user. Higher EMQ gives Meta’s algorithm more signal to optimize against, and server-side delivery through CAPI typically raises it because events carry more match keys and are not blocked by browser restrictions.
No. Upstack sends a shared event_id on every server-side event, and Meta deduplicates against the matching browser Pixel event. As long as the Pixel ID in Upstack matches the Pixel ID firing in your storefront, deduplication is automatic.
PageView, ViewContent, AddToCart, InitiateCheckout and Purchase, each mapped to the Meta Conversions API event of the same name.
Every event carries every available match key: em, ph, fn, ln, ct, st, zp and country, plus fbc, fbp and external_id. Personal data is hashed with SHA-256 before it leaves Upstack.
Upstack marks the destination Healthy, and Events Manager lists the server events with a Server badge. Open your dataset’s Event Match Quality: it is scored per event type, and Meta takes 24 to 48 hours to score new events.
Most brands are live in under 20 minutes. Once BigCommerce is connected, every destination receives the same resolved events, the Meta Conversions API included.
It limits what a browser script can see at the moment of purchase. Upstack reads the order server-side, so the purchase doesn’t depend on a script running in checkout.
Yes. A second sender on the same pixel sends the same events without matching event IDs, so Meta counts them separately. That includes Meta’s Conversions API Gateway and third-party CAPI apps.
They resolve against one graph rather than per store, so a shopper who buys from two of your storefronts is one customer downstream.
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