How does SegmentStream support Meta Conversion Exports for Health and Wellness advertisers?
How does SegmentStream support Meta Conversion Exports for Health and Wellness advertisers?
Due to Meta’s advertising policy changes, Health and Wellness advertisers are restricted from using bottom-of-funnel events like “Add to Cart” or “Purchase” for campaign optimization. This limits the ability to use standard conversion tracking and value-based bidding strategies.SegmentStream addresses this by generating Synthetic Conversion Events through Visit Scoring technology. These events are modelled using behavioural signals and predictive analytics to estimate the likelihood and value of a conversion, providing a privacy-compliant and policy-safe alternative to actual purchase events.These Synthetic Conversion Events, along with their predicted values, can be exported to Meta via the Conversions API (CAPI) and used for value-based optimization.Although value optimization on custom events is not enabled by default, Meta does offer this functionality as part of a beta program available upon request. Reach out to your Meta representative to have this feature activated on your account.
Why are my custom conversions not exported to Meta?
Why are my custom conversions not exported to Meta?
Meta (Facebook) only accepts event data that occurred within the last 7 days. If SegmentStream attempts to send a conversion event that is older than 7 days, Meta rejects the entire request — not just the outdated event.This means that if a conversion happened 8 days ago or earlier, it cannot be exported to Meta. For more details, see Meta’s documentation on offline events.