Use the Meta / Facebook Conversions API to send recent transaction events from Avid to Meta for improved ad optimization, event matching, and attribution.
Use this article when…
- You want Meta to optimize ads using donation or purchase events from Avid.
- You need server-side events in Meta Events Manager (Conversions API).
- Your Meta Audience appears, but conversions are missing or inconsistent.
Applies to and prerequisites
| Product area | Pathways > Push Audiences |
|---|---|
| Integrations | Facebook Ad Manager connected in Settings |
| Data requirements | A transaction-based Audience (for example, Recent Donations (Last 7 Days)) built from a transaction dataset that includes: event_time (transaction timestamp) and event_id (unique transaction identifier). |
| Meta requirements | Meta Business account with a configured Meta Pixel and Conversions API access. You must know the correct Pixel ID. |
| Permissions | Access to Pathways and permission to create and activate Pathways for your organization. |
| Time to complete | 10–15 minutes, plus time to verify events in Meta Events Manager. |
Why “Last 7 Days” matters
Meta only accepts Conversions API events that occurred within the last 7 days. Events older than that window are rejected, even if the audience sync completes successfully.
How the Meta Conversions API works in Avid
Avid sends Conversions API events to Meta through its data sync layer. When you activate a Meta Conversions pathway:
- You select a transaction-based Audience in Pathways.
- Avid prepares event data from your transaction dataset.
- The data is sent to Meta as conversion events.
Seeing an Audience appear in Meta Ads Manager does not guarantee that Conversions API events are being accepted. If required fields are missing, Meta silently rejects the events.
Security note
Avid handles all customer data used in Meta’s Conversions API in accordance with our SOC 2 controls. Any data sent to Meta is hashed before transmission, following Meta’s Business Tools requirements.
For details, see our Security & Compliance FAQ and Meta documentation on Advanced Matching.
Steps
- Open Pathways in Avid.
- Go to Push Audiences and locate the Audience you want to send.
- Confirm the Audience is built on a transaction dataset and limited to the last 7 days.
- Use Recent Donations (Last 7 Days) when possible.
- If you create a custom Audience, filter on the transaction date (not last modified date).
-
If you rely on Meta for revenue reporting, limit the Audience to online transactions only.
Sending offline gifts improves optimization but may inflate digital revenue in Meta reporting.
- In the Audience row, select Facebook Ad Manager as the Pathway.
- Under Information, select Conversions as the Destination Object.
-
Map all required Meta fields:
- Meta Pixel ID (required for every event)
-
Event Name (for example,
Donate) -
Action Source (for example,
website) - Event Time (transaction timestamp)
- Event ID (unique transaction identifier)
If Meta Pixel ID, Event Time, or Event ID are missing, Meta rejects all events. The pathway may appear active, but no conversions are recorded.
- Map additional fields to improve match quality:
- Phone
- First Name, Last Name
- City, State, Postal Code
- Click Save and activate the pathway.
What you'll see
You have an active Meta Conversions API pathway sending recent transaction events from Avid to your Meta Pixel. Meta can now match, optimize, and attribute these events based on your campaign settings.
Next steps
- Verify event delivery in Meta Events Manager.
- Monitor event match quality and deduplication status.
- Adjust Audience filters for reporting vs. optimization needs.
- If Meta shows the connection but no events appear, review required field mappings or contact Avid Support.
Notes and limits
- Meta rejects events older than 7 days.
- Missing Pixel ID causes a 100% event failure.
- Broader Audiences improve learning but may distort revenue reporting.