> ## Documentation Index
> Fetch the complete documentation index at: https://docs.segmentstream.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Conversions FAQ

> Frequently asked questions about conversions in SegmentStream, including Meta export restrictions and custom conversion troubleshooting.

<AccordionGroup>
  <Accordion title="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.
  </Accordion>

  <Accordion title="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attempts to send a conversion event that is older than 7 days, Meta rejects the entire request -- not just the outdated event.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](https://developers.facebook.com/docs/marketing-api/conversions-api/offline-events/#2--sending-events).
  </Accordion>
</AccordionGroup>