Ad tracking — count your ad results (Meta Pixel, Google, Conversions API)

What your website reports on its own

Open Tracking in your website's menu (under Settings) — the first card there is written for your kind of website and lists exactly what is reported automatically. In short:

Meta (Facebook & Instagram) — the Pixel

Meta Conversions API — recommended for every website

The Pixel reports from the customer's browser. But many Indian customers pay by switching to a UPI app and never return — Meta misses those sales; and on any website, ad blockers or a closed tab can swallow an enquiry. The Conversions API token lets us also report every order placed on your website (Cash on Delivery included), every enquiry and every booking from our server, so nothing is missed. Each order goes with its order number on both sides, so Meta removes the duplicate automatically and counts the order once. Orders you create yourself in the dashboard are not reported. If your shop confirms orders first, the sale is reported when the customer accepts the final bill. The token box appears once a Pixel ID is filled in.

Meta's Event Setup Tool — don't add the same events again

Your website already sends Meta its events by itself, including View content on product pages, Add to cart, Initiate checkout when the checkout page opens, Add payment info when the customer chooses how to pay, Purchase for every sale, Lead for enquiry forms, Schedule for bookings and Contact for WhatsApp or phone taps. Meta's Event Setup Tool can add events without code by watching button taps and page visits. If you add an event there that your website already sends, Meta counts it twice, and the tool's copy does not carry the order's amount.

A Purchase added there on your Pay or Buy Now button does the most harm: Meta counts every tap as a sale, even when the customer never pays. Meta can then show Fix currency parameter for website Purchase events, and your campaigns learn from sales that never happened.

Customer details — your event match quality

Meta gives each event a match quality score out of 10 (Events Manager → your pixel → open the event, e.g. Purchase → Event match quality). It says how often Meta can tell which Facebook or Instagram account made the sale or enquiry. A higher score means Meta credits more of your sales to your ads and finds better buyers.

To match, Meta uses customer details sent with each event. Your website sends these with every sale, enquiry and booking: phone number, email address, name, city, state, PIN code, country and a customer ID (a code made from the phone number, the same for every order one customer places on your website). Each detail is scrambled into a code before it leaves, so it never travels as plain text. They go from our server (with the Conversions API token) and from your website's own pixel, so Meta can match the event whichever copy arrives first.

Always sent, the cookie notice, and what is never sent

Always sent: the customer's browser type, IP address and Meta's own cookie. Meta needs them to count a website event at all. Cookie notice: when a customer taps Decline on your cookie notice, your Meta pixel stops on that device and our server tells Meta nothing about them, so Meta does not count what they do. The pixel runs on the pages they open before they tap Decline. A sale reported later goes only if the customer's choice is on record. Not sent: gender and date of birth (your checkout does not ask for them), so Meta may keep suggesting them; that is expected.

Product and service names

Your tags are told which product a customer looked at, added to the cart or bought, or which service they booked. Ads that show people what they looked at need this. To stop it: Settings → Tracking → Product names in ad events → untick Tell your ad tags which product it was and Save. Your tags then learn only the amount, for every ad tag and for the events our server sends to Meta. Each tag still reads the address of the page it runs on, and that address can name the product.

On a website that deals with people's health, the name of a product or service can say what condition a customer has, so weigh this yourself. A hearing-care or medical store starts with it on, because its ads depend on it; a clinic, doctor or dentist starts with it off. A pharmacy on the Pharmacy & Care design never names a medicine, and that cannot be turned on.

Customers who have signed in

A customer who signed in on your website with their phone number is matched on every page they open, not only when they buy. Meta then connects what they look at and add to the cart to the right person. The details are the phone, email and name on their account, and your boxes decide which ones go; like the rest, they are scrambled into codes first. The checkout page uses the order's own details instead. A customer who tapped Decline on your cookie notice is not matched this way.

To switch it off: Settings → Tracking → the Meta card → untick Recognise signed-in customers on every page and Save. A health website starts with this off, because which pages of such a website a person reads is health information.

Sales completed after the customer left

Some sales are decided later, when the customer is no longer on your website. Our server reports each one to Meta with the browser details kept from the customer's visit:

• A UPI payment you confirm: you tap I received this payment on the customer's UPI attempt. The sale is dated when they paid. Meta takes a sale up to 7 days late, so an older one is not sent.
• An auction win: reported when the winner pays, by your payment link or when you mark the order paid, with the browser details from their bid. A winner who never pays is never reported, and neither is a next bidder you offer the item to, because only the winner's browser details are kept.
• An order request you confirmed: reported when the customer accepts the final bill.
• A reader pass: reported when the payment is received.

To stop reporting UPI payments you confirm and auction wins: Settings → Tracking → the Meta card → untick Also report UPI payments you confirm and auction wins. These need the Conversions API token. If the browser details from the visit are not on record, the sale is not reported. Orders you type in yourself are never reported. Google Ads does not receive these later sales: its details go only from the customer's own browser.

Google — GA4 and Google Ads

Google Ads — enhanced conversions

Google Ads can match each sale or enquiry to a Google account using customer details, so more of them are credited to your ads. Google calls this enhanced conversions. Your website sends the details from the customer's own browser, with the conversion your Google tag already counts. Phone, email and name are scrambled into codes first. City, state and PIN code go as plain words, because that is Google's rule, and only together with a first and last name, because Google cannot match them alone.

Tag Manager, Microsoft, Pinterest, Snapchat, LinkedIn, X

The same pattern everywhere: create the tag inside that platform's ads console, copy its ID, paste it in Tracking. Each field there tells you the exact menu path: Google Tag Manager (GTM) (GTM-…), Microsoft Ads UET (Bing), Pinterest Tag, Snapchat Pixel, LinkedIn Insight Tag, and X (Twitter) Pixel with an optional X Purchase event ID (tw-…) so X counts your sales. Fill only the platforms you actually advertise on — each tag loads on your website only when its ID is set, so empty fields cost nothing.

Check it's working