For: Owners, Operations
Where: Setup > Integrations > Meta, Snapchat or TikTok
Available: Web dashboard · All countries
Before you build an ad campaign, you need to know which events the platform gets and what they mean. This article lists what Zyda sends to Meta, Snapchat and TikTok once you connect them.
How it works
Zyda sends events in two ways:
- From the browser. Your store loads the platform's Pixel. It sends events while the customer browses.
- From Zyda's server. When you save a server token, Zyda's server sends the same shopping events again. This keeps events that ad blockers or closed tabs would lose.
Both copies carry the same event ID. The platform keeps one and drops the other.
The events
| When the customer… | Meta | Snapchat | TikTok | Also sent from the server? |
|---|---|---|---|---|
| Opens any page of your store | PageView | PAGE_VIEW | PageView | No |
| Opens a product | ViewContent | VIEW_CONTENT | ViewContent | Yes |
| Adds a new item to the cart from the product page | AddToCart | ADD_CART | AddToCart | Yes |
| Starts checkout | InitiateCheckout | START_CHECKOUT | InitiateCheckout | Yes |
| Places the order | Purchase | PURCHASE | Purchase | Yes |
Snapchat and TikTok also send a page view each time the customer moves to another page of your store.
Which orders send a purchase
| Where the order came from | Purchase sent? |
|---|---|
| Your website | Yes, from the browser and from the server. |
| Your own store app | Yes, from the server, to Meta, Snapchat and TikTok. |
| A website order whose browser event was lost (for example, the customer closed the payment page) | Meta only: Zyda's server sends it 15 minutes later. |
| An order your staff took in the dashboard | No. |
| An order your own system sent with the orders API | No. |
The purchase is sent once for each order, from the browser that placed it.
What a purchase carries
- Value: the price of the items after item discounts and the promo code. It does not include the delivery fee, the service fee or tax. So it is lower than the order total.
- Currency: your store's currency.
- Items: each product's ID, quantity and price.
- Event ID:
purchase_order_and the order number. Meta, Snapchat and TikTok use it to remove the double. - Customer details, to match the order to a person: email, phone, name, city, country and a customer ID. Zyda turns them into codes (hashes) before it sends them from the server.
Rules and limits
- Server events need both the Pixel and the token. With the Pixel only, events come from the browser only.
- Zyda does not load the Pixels while your staff take a phone order in the dashboard.
- A test code you add with the Test link reaches the platform with server events. It stays in that browser for 7 days.
Common questions
Why is the purchase value lower than the order total?
Delivery fee, service fee and tax are left out. The value is what the customer paid for the items.
Why don't phone orders show as conversions?
A phone order has no ad click behind it. Sending it would make your ads look better than they are.