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
Bring subscription events into the same resolved customer: new subscriptions, renewals, churn and reactivation.
See the Recharge integration
Recharge subscription_idthe subscription, not the ordercharge_ideach recurring chargeemail / phonesubscriber contactstatusactive, cancelled, paused, reactivatedis_first_chargenew subscription versus renewalproduct / frequencywhat they subscribed to and how often02 Understand
Every Recharge 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.
The catch
Forwarded naively, your ad platform learns that customers you already acquired keep converting, and prospecting drifts toward people who look like existing subscribers. Only the first charge is an acquisition.
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.
Recharge
Send new subscriptions to the ad platforms as a distinct event, not lumped in with one-time orders.
Recharge
Recurring charges are forwarded as real revenue, so LTV reporting reflects what the customer is actually worth.
Setup
You need admin access to Meta Business Manager.
01
Bring subscription events into the same resolved customer: new subscriptions, renewals, churn and reactivation.
02
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.
03
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.
FAQ
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 Recharge is connected, every destination receives the same resolved events, the Meta Conversions API included.
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