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New to Upstack? Follow the getting started guide for a streamlined onboarding walkthrough.
Health & wellness store? If Meta has flagged or restricted your store under its Health & Wellness category, follow How to Set Up a Health & Wellness Pixel for Meta instead. It uses a new dataset and Restricted Category Mode.
  • Configure the Meta destination in Upstack Data with your Pixel ID and CAPI token.
  • Disable Facebook & Instagram data sharing in Shopify to prevent duplicate events.
  • Set up the NC Purchase custom conversion and share it with your ad accounts.
  • Add NC-ROAS and other new-customer columns to Meta Ads Manager.
  • Monitor Event Match Quality in Meta Events Manager.

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Prerequisites

Before you start, you need:
1

Configure the Meta destination in Upstack Data

In the Upstack dashboard, navigate to Destinations and add a Facebook Advertising destination using your Pixel ID (15–16 digit number, no prefix) and CAPI token (starts with EAA).Help guide:How to configure the Meta Pixel destination in Upstack Data →
2

Disable Facebook & Instagram data sharing in Shopify

You must disable all other Meta pixel integrations to prevent duplicate events. Multiple active pixels inflate conversion metrics and harm campaign optimization.
Help guide:How to disable Facebook and Instagram data sharing in Shopify →Additional pixels to check and disable:
  • Native Shopify Facebook & Instagram sales channel pixel
  • Third-party Facebook pixel apps in Shopify
  • Manual pixel code in your theme files (theme.liquid, header snippets)
  • Facebook pixel tags inside Google Tag Manager
3

Set up new-customer purchase metrics in Meta Ads Manager

Key metrics you’ll configure:
  • NC-ROAS (New Customer Return on Ad Spend) — revenue from new customers only
  • NC-CPA (New Customer Cost Per Acquisition) — cost to acquire each new customer
Help guide:How to set up new-customer purchase metrics in Meta Ads Manager →
4

Verify the full setup is healthy

Confirm each piece of the setup is working:
  • In the Upstack dashboard, Destinations shows your Meta destination as Healthy (green).
  • In Meta Events Manager, the pixel shows recent events with the Server connection label.
  • In Meta Ads Manager, the NC Purchase custom conversion is visible and the NC-ROAS custom metric appears in your column layout.
If anything is unhealthy, check the corresponding help guide above for troubleshooting steps.

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What to expect after setup

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Event Match Quality timeline

  • Event Match Quality (EMQ) scores update gradually. Meta takes 24–48 hours to calculate EMQ after it starts receiving the new events.
  • The increase shows up mainly on PageView, ViewContent, and AddToCart events.
  • The Purchase EMQ score will remain largely unchanged — at checkout, all match parameters (email, name, address) are already being sent to Meta.

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Normal warnings and notifications

Red triangle ⚠️ warnings in Meta Events Manager You may see new warnings appear next to your events in Meta Events Manager during the first few days. These are normal and require no action. They appear because:
  • Meta detects the change in data source from the Shopify sales channel to Upstack Data
  • Meta recognizes a different set of parameter configurations
  • Meta’s algorithm is adjusting to the new data format
Meta Events Manager showing warning triangles during initial data adjustment
What to do: Monitor your events to confirm they’re firing correctly, but avoid making changes based solely on these warnings.
Need help?If you encounter issues during setup, contact our support team with your Meta Pixel ID and we’ll help diagnose the problem.