Overview

Read this guide to learn about Meta's new metric, event coverage, and how Elevar can help to improve this metric through server-side tracking with the Facebook Conversions API (CAPI).

What is Event Coverage?

Event coverage is a metric in the Meta Events Manager that measures the percentage of server-side events captured by CAPI and the browser events tracked by the Meta Pixel. Facebook recommends aiming for a 75% coverage ratio to ensure accurate reporting, better ad performance, and minimized data loss.

Why Event Coverage Matters:

• Data Accuracy: Maximizing event coverage ensures that Facebook receives accurate data, which helps to optimize ad campaigns.
• Campaign Performance: Insufficient event coverage can negatively impact campaign success because Facebook relies on these events to optimize ad delivery and measure conversions.
• Attribution and Reporting: Missing events can compromise the accuracy of your reporting, thus leading to incorrect attribution and unreliable campaign insights.

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Learn More: Meta's Event Coverage

Read this guide to learn more about event coverage and how to view server event details in Meta's Event's Manager.

How Elevar Improves Event Coverage:

Elevar helps to improve the event coverage ratio by sending server-side events through CAPI, balancing out the client-side Pixel events to ensure a higher overall event coverage. By improving the ratio of CAPI-to-Pixel events, you can reduce the likelihood of missing important data.

Server-Side Tracking:

• While Meta’s Pixel tracks events client-side, Elevar’s integration with CAPI sends server-side event data directly to Meta, thus bypassing limitations such as browser cookie restrictions and ad blockers. This helps capture events that might otherwise be missed by the Pixel to increase event coverage and ensuring that more actions, such as purchases, sign-ups, or product views, are properly tracked.

Real-Time Event Syncing:

• Elevar’s platform ensures that events triggered by customer interactions are instantly sent to Meta through CAPI. This real-time syncing helps you to maintain current data for campaign optimization.

Facebook CAPI Events and User Parameters Sent in Server-Side Tracking:

• Elevar's integration with Facebook’s Conversions API (CAPI) ensures that important event and user data is sent directly from your server, improving tracking accuracy and ad targeting.
  • Standard Events Sent via CAPI: These include common events such as ViewContent, AddToCart, InitiateCheckout, Purchase, and Lead (Email/SMS Signup). Additional events like Subscription and Subscribe are supported for subscription-based models.
  • Key User Parameters: Elevar sends user data like email, phone number, first and last name, location, and order value to enhance event matching and attribution.
  • Advanced Matching for Purchase Events: For Purchase events, additional data such as order ID, contents (product details), and currency are included to improve conversion tracking.

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Learn More: CAPI Events and Parameters

Read this guide to learn more about what Facebook CAPI events and user parameters are used in server-side tracking.

Read this guide to learn more about what custom parameter aata are included in Facebook's purchase tags.

Event Deduplication:

• Elevar ensures accurate event tracking by maintaining a consistent event_ID across both client-side (Pixel) and server-side (CAPI) events. For example, if a purchase event is tracked via the browser with an event_ID of "XYZ," the same event_ID of "XYZ" is used for the server-side event, allowing Elevar to properly deduplicate and avoid counting the same event twice in Meta’s reporting.

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Learn More: Meta Pixel and CAPI Event Deduplication

Read this guide to learn more about deduplication for Meta Pixel and Conversions API events.

Setup and Maintenance:

• Elevar simplifies the setup of Meta CAPI by automating much of the configuration. Through our app interface, you can easily set up and maintain all standard events (e.g., Page View, View Content, ATC, Begin Checkout, AddPaymentInfo, Lead/Email Signup, and Purchase events) to Meta’s required parameters without needing knowledge of complex coding.

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Learn More: Events Sent to Meta

Read this this guide to learn more about the events sent to Meta.

Factors That Could Affect Event Coverage

Several factors can impact the accuracy and completeness of event coverage. It's important to be aware of these potential issues to ensure your tracking setup is optimized and reliable.

Tracking Configuration:

• Misconfigurations in the Meta Pixel or Conversions API can result in missing or incomplete events. Ensuring proper setup and regular audits are essential to avoid this issue.

Privacy and Browser Restrictions:

• Privacy measures such as ad blockers, iOS 14+ App Tracking Transparency (ATT), and privacy-focused browsers like Safari can prevent events from being tracked. These tools often block third-party cookies or restrict tracking scripts, which can lower event coverage.

Duplicate or Lost Events:

• Improper configurations or conflicts between tracking setups, such as Facebook's Native Sales Channel Integration and Elevar being implemented at the same time, can lead to duplicate events being logged or events being dropped entirely.

More Offline Orders Than Online Orders:

• If you have a significant number of offline conversions, such as phone orders or in-store purchases, these may not be tracked properly unless properly configured for the Offline Conversion API.

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Learn More: Offline CAPI Setup

Read this guide to learn more about how to setup an offline conversion API for Facebook.

Outbound Redirection:

• When users move between domains or external sites, events may not be attributed accurately. This can occur in the following scenarios:
  • Landing Pages: If users are redirected to a landing page without firing the sitewide Facebook Pixel tag or using the "dl_user_data" dataLayer, only browser data (e.g., pageviews) will be sent, and server-side data will be missed. This can affect attribution, as the full set of tracking data isn’t captured.
  • Third-Party Gateway Payments: Users who are redirected to external sites (such as the Shop app or third-party payment gateways) during checkout may cause issues with tracking events like Begin Checkout and AddPaymentInfo. These events may not fire correctly, leading to gaps in conversion data.

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Learn More: Non-Shopify Subdomain Source Setup

Read this guide to learn how to implement the non-Shopify subdomain source.

How to View Event Coverage for an Event

Access Data Sources:

• Begin on the Meta's Ad's Manager homepage and use the left-hand navigational menu to click on the "Events Manager" tab.
• Once on the Event's Manager overview page, use the left-hand navigation menu to locate and click on the "Data Sources" tab.
  • (See Figure 1)

_Figure 1_

View Event Details:

• Once on your Data Sources overview page, navigate to the section of the page titled "Events".
  • Locate and click on the specific event tab that you would like to view the event coverage for.
  • An additional information section will appear, click on the "View Details" button located in the bottom right hand corner of this section.
    • (See Figure 2)

_Figure 2_

Access Event Coverage:

• After clicking on the "View Details" button, an additional window will appear. Use the left-hand navigation menu to locate and click on the "Event Coverage" tab. Here you will find the event coverage metric for the specific event.
  • (See Figure 3)

_Figure 3_