How does SegmentStream support Meta Conversion Exports for Health & Wellness advertisers, given the recent restrictions?
Due to Meta’s advertising policy changes, Health & Wellness advertisers are currently restricted from using bottom-of-funnel events like “Add to Cart” or “Purchase” for campaign optimisation. This limits the ability to use standard conversion tracking and value-based bidding strategies.
SegmentStream addresses this by generating Synthetic Conversion Events through our 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 optimisation.
Although value optimisation on custom events is not enabled by default, Meta does offer this functionality as part of a beta program available upon request. We recommend reaching out to your Meta representative to have this feature activated on your account.
Why aren’t my custom conversions exported to Meta?
Meta (Facebook) only accepts event data that occurred within the last 7 days. If we attempt to send a conversion event that is older than 7 days, Meta will reject the entire request—not just the outdated event.
This means that if a conversion happened 8 days ago or earlier, we are unable to export it to Meta. For more details, see Meta’s documentation.