Send store events to Meta

Connect your store to a Meta Dataset so Meta ads can measure and optimize for product views, carts, checkouts, and purchases.

Runner sends your store’s shopping events to your Meta Dataset through Meta’s Conversions API. Meta uses them to measure your Facebook and Instagram ads and to find more people who buy. You do not add code to your store, and the setup does not change your checkout.

Entry path

Open a store project → Measure → Analytics → All reports, then select Tracking in the Setup row at the bottom of the page.

If your Analytics page does not show the All reports tab yet, the new Analytics has not reached your store. It is rolling out to all stores; contact support if you need it sooner.

Before you start

• You need a Meta business account with access to Events Manager.
• You need permission to manage the store’s Analytics settings in Runner.
• Plan about 10 minutes.

What Runner sends to Meta

Each event also carries the page address, the shopper’s IP address and browser, a hashed visitor ID, and Meta’s ad-click ID when the visit came from a Meta ad. These help Meta match the event to an ad click. Events are sent from Runner’s servers. Runner does not send the shopper’s name, email, or postal address in these events.

1. Create a Dataset in Meta

If you already have a Dataset for your website, skip to step 2.

1. Open Meta Events Manager.
2. Select Connect data, choose Web, and select Next.
3. Select Create new dataset, enter a name such as your store name, and select Create.
4. If Meta asks how to connect, choose Conversions API. You can skip Meta’s event picker and code instructions. Runner already does that part.

Choose Web, then Next.

Give the Dataset a name you will recognize.

2. Copy the Dataset ID

In Events Manager, open Datasets. The Dataset ID is the number under the Dataset name. Copy it.

The ID in this example is from a test Dataset. Yours is a different number.

3. Generate an access token

1. Open your Dataset and select the Settings tab.
2. Scroll to Conversions API.
3. Under Set up direct integration, select Generate access token.
4. Copy the token.

Generate access token is at the bottom of the Set up direct integration section.

Treat the token like a password. Paste it only into Runner, and do not send it by email or chat.

4. Open Tracking in Runner

1. In your store project, select Measure → Analytics.
2. Select the All reports tab.
3. Scroll to the Setup row at the bottom and select Tracking.

Analytics is in the Measure group. All reports is the third tab.

The Setup row is the last line on the page.

5. Turn on the consent banner

In the Consent mode card, select Consent banner. The choice saves at once, and your store shows the banner from the next page load. You do not need to publish again.

Runner sends events to ad platforms only from shoppers who select Accept on the banner. With Implicit mode, the Ad platforms card shows a warning and no events go to Meta.

6. Add your Meta Dataset

1. Scroll to Ad platforms and select Meta.
2. Paste the Dataset ID into Destination / pixel ID.
3. Paste the token into Access token.
4. Optionally, enter a Label that names the Dataset.
5. Keep Enable this destination on and select Save destination.

Runner checks the token with Meta when you save. When the check passes, the Meta row shows Configured and your label. If it fails, generate a new token from the same Dataset and save again.

7. Check that it works

1. Open your store in a private browser window.
2. Select Accept on the consent banner.
3. Open a product and add it to the cart.
4. Return to Tracking and refresh the page. In the Events list, View content and Add to cart show a new fire, and the Platforms column shows 1 on.
5. In Meta Events Manager, open your Dataset’s Overview. The events appear within about 30 minutes, with Server as the connection method.

1 on means the event goes to one ad platform. Begin checkout and Purchase show 1 on too, and fire when a shopper checks out and places an order.

Troubleshooting