How to Setup the Meta Conversions API in Avid

Applies to

• Organizations running Meta / Facebook ad campaigns
• Users with access to Pathways and transaction data sets

Prerequisites

• Meta Business account with a configured Meta Pixel and Conversions API access
• Meta ad account connected to Avid (via Facebook Ad Manager integration)
• A transaction-based Audience in Avid, such as Recent Donations (Last 7 Days)

Security Note

Avid handles all customer data used in Meta’s Conversions API in accordance with our SOC 2 controls. Any data that Avid sends to Meta as part of the Conversions API connection is hashed before transmission, following the same data-handling standards Meta outlines for its own Business Tools. This ensures that Avid never sends readable personal information to Meta.

For more details, see our Security & Compliance FAQ and Meta’s documentation on Advanced Matching and restricted data policies.

Steps

1. Open Pathways in Avid.
2. Go to the Push Audiences tab and find the Audience you want to send via the Conversions API.

3. Confirm that the Audience is built on your transaction data set and limited to the last seven days of activity.

   • Use the standard Recent Donations (Last 7 Days) Audience when possible.
   • If you create a custom Audience, set the date range to the last seven days and base it on a transactions dataset (not donors/contacts).

   This Recent Donations (Last 7 Days) Audience is auto-generated for every organization. If it is missing or was deleted, you can create a new audience segment.

4. If you rely on Facebook for revenue reporting, adjust your Audience filters to include only online transactions from the last seven days (for example, web gifts).
   Result: The Audience contains only online gifts that should be attributed to digital campaigns.

   Important for reporting: Sending all transaction types (including offline gifts) can improve Meta’s optimization, but it may cause Meta to attribute more revenue to digital than you expect. If teams use Facebook Ads Manager as a reporting source, limit the Audience to online transactions only for the last seven days.
5. In the Audience row, select Facebook Ad Manager as the Pathway to create.
6. Under the pathway Information section, select Conversions as the Destination Object.
7. In the mapping section, map your required Meta fields:
   • Meta Pixel ID
   • Event Name (for example, Donate)
   • Action Source (for example, website)

8. Map additional columns to improve match quality and attribution, such as:

   • First Name
   • Last Name
   • Email
   • City, State, Postal Code

   Not every transaction will include every field. Map as many available fields as you can to improve Meta’s ability to match and learn from your data.

9. Save and activate the pathway.

Result

You have a Meta Conversions API pathway that sends recent transaction data from a 7-day transaction Audience to your Meta Pixel. Meta can match these events, optimize delivery, and attribute revenue back to your campaigns based on your reporting setup.

Next steps

• Monitor event volume and match quality in Meta Events Manager.
• Adjust your Audience filters if you need to separate online vs. offline revenue for reporting.
• Review your campaign optimization goals to ensure they align with the event you send (for example, donations vs. leads).
• If your workspace looks different or you cannot find the Recent Donations (Last 7 Days) Audience, contact your administrator or Avid Support.

Notes and limits

• Meta normally allows attribution adjustments for about seven days in the past. Older transactions may not attribute as expected.
• Sending more transaction data usually improves optimization but can inflate digital revenue in Facebook reporting if offline gifts are included.
• Use a separate, broader Audience if you want to train Meta’s algorithm with more historical data and do not rely on Facebook for revenue reporting.
• Use a tightly filtered 7-day, online-only Audience if Facebook revenue numbers need to match your digital-only reporting.