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Custom stack to Meta Conversions API

Forward every Custom stack event to Meta Conversions API server-side, resolved to a person against a 750M+ device graph — with restored click IDs, deduplicated conversions and delivery you can audit.

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Connection

Connect Custom stack to Meta Conversions API with Upstack Data

SourceCustom

Custom stack

Not on the list? Send events to Upstack from any stack over webhook or direct post, with the same schema and the same resolution.

Custom stack integration
DestinationAd platforms

Meta Conversions API

Forward deduplicated, identity-resolved conversions to Meta through the Conversions API — and give the model a customer instead of a session.

Meta Conversions API integration

What changes

What changes when Custom stack feeds Meta Conversions API.

Higher Event Match Quality

More hashed identifiers on every event — email, phone, external ID, click ID — so EMQ rises and Meta matches more of what you send.

Pixel and CAPI, one install

One source of truth for both, with browser and server events deduplicated on event_id so purchases are never double-counted.

Any stack, any framework

Headless, custom checkout, native app or a platform we haven’t listed — if it can make an HTTP request, it can send to Upstack.

The same event schema

Custom events are resolved, filtered and forwarded exactly like a Shopify order.

What actually moves

What Custom stack carries, and what Meta Conversions API needs.

Custom stack and Meta Conversions API describe a customer with different vocabularies. This is the mapping Upstack applies on the way through — the left column is what Custom stack can put on an event, the right is what Meta Conversions API can actually use.

Custom stack sends

event_name
whatever you choose to call it
user identifiers
any of email, phone, external ID
value / currency
if the event carries revenue
custom properties
any attribute in your own schema

Meta Conversions API receives

em, ph (SHA-256)
raise Event Match Quality
fbclid / _fbp
credit the click that drove it
external_id
stable person across sessions
event_id
dedupe against the browser pixel
value / currency
value-based bidding

Delivery you can audit

How you know it is working.

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.

  • Per-event inspection

    Every conversion is inspectable from the moment it fires to the moment the platform confirms it.

  • Deduplication

    Browser and server copies of the same purchase collapse on event ID, so nothing is counted twice.

  • Bot and fraud filtering

    Automated traffic never reaches the model, because what you keep out of the training set matters as much as what goes in.

Where to check in Meta Conversions API

Events Manageryour datasetEvent Match Quality. Server events appear with a Conversions API badge, and the match-quality score is scored per parameter so you can see which identifiers arrived.

Related connectors

Other places Custom stack can send to.

Other sources that feed Meta Conversions API.

Get Custom stack talking to Meta Conversions API.

A 15-minute walkthrough of this connector on your own account.

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