Meta Conversions API

Meta runs advertising across Facebook, Instagram and its audience network, and is the single largest acquisition channel for most DTC brands.

Meta’s delivery system is only as good as the conversions it can see. Its Conversions API exists because browser-side signal degraded — and Event Match Quality is Meta’s own measure of how many identifiers you attached to each event it received.

Meta’s delivery system decides which people to show an ad to by learning from conversions advertisers report back. Historically that reporting came from the browser pixel; as browser signal degraded, Meta built the Conversions API so the same events could be sent server-to-server. Each event carries customer parameters — hashed email, phone, external ID, click ID — and Meta attempts to match them to a person on its side. Event Match Quality is Meta’s own score for how matchable the parameters you sent were, graded per parameter. Browser and server events for the same purchase are collapsed using a shared event_id.

Meta will optimise against whatever you send it. Upstack changes what you send: every conversion arrives server-side with hashed email and phone, a restored click ID, and a stable external ID, so Event Match Quality rises on parameters rather than volume alone. Browser and server events collapse on a shared event ID, so higher match quality does not come with double-counted purchases. And because the conversion is built from resolved order data, you can send profit rather than revenue, or new customers rather than every checkout, and have Meta go looking for those specifically.