Meta Ads
What It Does
Meta Ads is synced automatically by the agency. The following data is imported:
- Daily spend per ad (spend, clicks, impressions, reach)
- Metadata for campaigns, ad sets, and ads (names, statuses, objectives)
Frequency
- Every hour: the last 3 days of spend are re-synced
- Every night: monthly aggregates are recalculated
Configuration
The Meta Ads connection is managed entirely by the agency. You don't need to configure anything. If your spend doesn't appear, contact your account manager.
Server-Side Conversions (Conversions API)
On top of the browser pixel, DURUM.ai can send your conversions to Meta directly server to server (Conversions API). This lets Meta optimize your campaigns on real outcomes (appointments, sales, new customers), even when the conversion happens offline, for example a sale closed over the phone days after the click.
How Match Quality Is Maximized
Meta scores every received event with an Event Match Quality score. The higher the score, the better Meta ties the conversion back to the right person and the right ad. For every conversion sent, DURUM.ai automatically assembles the maximum matching information:
| Signal | Source |
|---|---|
| Email and phone | Your forms and your CRM (always sent hashed) |
| First and last name | Form, CRM or billing data, including when the name arrives as a single field |
| City, state, postal code | CRM or billing data, when available |
| Click ID (fbc) and Meta cookie (fbp) | Captured when the prospect lands from the ad, then reattached to the conversion even if it happens weeks later |
| Browsing context | The prospect's original visit, never your sales team's |
Matching works by email AND by phone: a customer who pays with a different email than their opt-in is still recognized.
No configuration required
All of this matching is automatic. The only requirement: the DURUM.ai tracking script must be installed on your opt-in pages (see Behavioral Tracking). Match quality is monitored daily by the agency.