Meta CAPI purchase tracking via DC & Webhook

Facebook Conversion API
1

Hi,

Our customer has the following setup. It’s a SaaS company with a proprietary website. Once you signup for a plan and you pay via Stripe, a webhook containing all those events is triggered: Screenshot by Lightshot.

In sGTM, DC is active and accepts the path /purchase: Screenshot by Lightshot

Once the webhook is triggered after a successful purchase, all the data are populated and correct, so the configuration of the webhook and the DC in sGTM are fine.

For Google Ads we were able to solve this by using the Google Ads Offline Conversion from Stape: Screenshot by Lightshot .. this is the trigger: Screenshot by Lightshot. I set this up after reading the answer from Dan in Webhook to Google Ads Conversion here in the messageboard.

Now my question is, can this be solved for Meta CAPI in a similar way?
Currently the FB purchase tag looks like this: Screenshot by Lightshot
The trigger is the same as above.

Whereas the conversion numbers in Google Ads look absolutely fine, those from Meta don’t. There are also issues around event deduplication. I guess because the Meta purchase tag in sGTM is triggered by the webhook and so there is some issue about the event_id?

Currently all tags in sGTM get claimed from either GA4 or DC Client and every tag that is not triggered by the webhook has the correct event_id, so events like page_views, certain button clicks, etc. - that’s all fine.

After researching a bit here, I was also taking a look at the “Action Source” in the FB CAPI Tag in sGTM (Screenshot by Lightshot) but none of that seems quite right or seems to be helpful in solving our issue.

Any help would be appreciated.

2

Hey @Gerald_E

  1. CAPI is the way to go, there’s no ‘seperate offline’ tag like with Google ADS (not anymore)

  2. Your mapping in CAPI tag is wrong:

  • fbclid is not a parameter
  • fbp/fbc are standard inputs in user data dropdowns (make sure cookie value, so fbc is fed not just the click_id)
  1. Regarding action_source, you want to use “offline_store” for actual offline purchases, but your case being a webhook of a website purchase - WEB is still fine.

Looks like incorrect mapping of fbc/fbp (item 2) is what contributes to your lack of conversions Meta-side.

PS. Deduplication here only applies if you report same purchases from the web. If that is the case, the simplest way to address it would be to use transaction_id/order_id for event_id value so that they match in your client-side hits and these webhook ones.