Meta Conversions API in Node.js: Deduplication, Hashing and Match Quality
Browser pixels miss a growing share of purchases due to Safari tracking protection, ad blockers, consent banners and short-lived cookies. Meta's Conversions API addresses this by sending the same events from a server. The article argues that deduplication, normalised SHA-256 hashing and match quality determine whether a server-side setup helps or hurts. It recommends a shared event_id, such as one derived from the order ID, so Meta can merge the browser and server copies of a Purchase event. It also shows a Node.js example that normalises personal data before hashing, while sending IP, user agent and click or browser identifiers unhashed.
This is an AI-generated summary. ShortSingh links to the original source for the complete article.
Discussion (0)
Log in to join the discussion and vote.
Log in