Quick Summary
Configure Facebook/Meta destination with Pixel ID and Conversions API token.
Disable Facebook & Instagram Sales Channel to prevent duplicate events.
Set up NC Purchase custom conversion and share with ad accounts.
Add NC-ROAS metrics to Ads Manager for new customer tracking.
Monitor Event Match Quality improvements over 7-10 days.
Step 1: Create and Configure the Facebook (Meta) Ads Pixel Destination in Upstack Data
Help guide to complete this step:
Step 2: Disable Facebook & Instagram Sales Channel "Customer Data Sharing"
⚠️Why it's important: You must disable all other Facebook Pixels and integrations to prevent duplicate events, as multiple active pixels can inflate conversion metrics and harm campaign optimization.
Help guide to complete this step:
Additional pixels to check and disable:
Native Shopify Facebook pixel integration
Third-party Facebook pixel apps
Manual pixel code in theme files
Google Tag Manager Facebook pixel tags
Step 3: Set Up New Customer Purchase Metrics in Meta Ads Manager
Key metrics you'll configure
NC-ROAS (New Customer Return on Ad Spend): Measures revenue from new customers only
NC-CPA (New Customer Cost Per Acquisition): Shows the cost to acquire each new customer
Help guide to complete this step:
What to Expect After Setup
Event Match Quality Timeline
Event Match Quality scores will start to improve in 2-3 days and normalize in 7-10 days.
We can typically expect a 1 to 2 point increase in scores on lower funnel events (Page View, View Content, Add to Cart).
The Purchase event match quality will remain unchanged. This is because at the time of purchase, all event match parameters like email, name, address are already being sent to Meta.
Normal Warnings and Notifications
"Red Triangle" ⚠️ Warnings in Events Manager
You may see new warnings appearing next to your events Facebook (Meta) Events Manager. This is NORMAL and require NO ACTION. They appear because:
Meta detects the change in data source from Sales Channel to Upstack Data
The system recognizes different parameter configurations
Meta's algorithm is adjusting to the new data format
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 any issues during setup or don't see expected improvements after 10 days, contact our support team with your Meta Pixel ID and we'll help diagnose the problem.