Study first
Review the ideas behind the questions
These notes cover the event-checks that affect Meta measurement, optimization, deduplication, and troubleshooting.
Know what the event connection does
Conversions API creates a direct connection between marketing data sources and Meta systems for optimization, targeting, and measurement.
- Conversions API can send website, app, offline, messaging, and other business-event data.
- Website events sent through Conversions API can work alongside the Meta pixel.
- Event data should support measurement and optimization without bypassing privacy rules or data-sharing policies.
Protect event quality
Useful event quality depends on consistent event names, event times, action sources, customer information parameters, and matching values.
- Deduplication requires browser and server events from the same action to share the right identifiers.
- Customer information parameters help Meta match events to accounts when collected and shared appropriately.
- The action_source value should describe where the conversion happened.
Test before using reports
Events should be checked in setup and troubleshooting tools before teams rely on them for campaign decisions.
- Use test events or Events Manager checks to confirm events are received.
- Investigate duplicate, missing, or mismatched events before optimizing budgets around them.
- A privacy review is part of event-quality work, not a separate afterthought.