Meta

Setting up the test

Follow these steps to set up the test:

• Navigate to Events Manager in your Facebook Business account (accessible via the menu → Events Manager)

• Click "Add New Data Source" in the top left and select "Web" to create a new pixel dataset

• Follow the prompts to generate your test pixel

• Follow our Meta Channel Onboarding Docs to complete the setup on EdgeTag.

Note: Do not check "Enable Browser Pixel" for the duration of this test.

If you have not thoroughly reviewed and validated your whole funnel, please follow the Onboarding Guide for E-commerce Custom Funnels. Before the test goes live, it is prudent to check that EdgeTag is capturing events on all landing pages and capturing Lead Events wherever opportunity presents in your funnel.

Observing during the test period

Validate event flow in the first 48 hours to confirm EdgeTag is capturing and transmitting data correctly before evaluating performance lift. Follow these steps to validate:

Step 1: Check for channel errors

Navigate to Channel Errors in your EdgeTag dashboard. Any errors indicate broken event flows or configuration issues requiring immediate attention.

Step 2: Compare event volumes against your source of truth

Monitor event volumes in your EdgeTag dashboard and compare to your primary tracking source (main Meta pixel or order management system). Look for similar or higher volumes and identify any incremental conversions EdgeTag captures.

Step 3: Validate server-side event flow using Real Time Logger

Test every step of your conversion funnel and verify EdgeTag captures each event using the Real Time Logger.

Important: Browser-side pixel fire is disabled for the B test, events flow server-side only. When you enable Browser Pixel post-test, we fire both server and browser-side, and Meta deduplicates.

Test all key events: PageView, ViewContent, AddToCart, InitiateCheckout, AddPaymentInfo, and Purchase. Also test data calls for email capture, login pages, contact forms, and shipping.

Step 4: Codify missing events or data calls

Document any gaps in event capture and implement necessary tracking code using our implementation guides. Common issues include missing custom code for events or data calls.

Reviewing test results

We advise you to let the test run for 7 to 10 days before reviewing the results. Once you have statistically significant data, follow these steps to evaluate performance and decide whether to switch to your main pixel.

Step 1: Compare EMQ scores

Run a side-by-side comparison of Event Match Quality (EMQ) scores between your B-pixel (powered by EdgeTag) and your main pixel (powered by your existing data source):

• Navigate to Events Manager → Data Sources

• Compare EMQ scores of your B-pixel and main pixel side-by-side systematically across all events: PageView, ViewContent, AddToCart, InitiateCheckout, AddPaymentInfo, and Purchase. Observe what percentage of events are sending each customer information attribute.

Expected Outcome: You should observe improved EMQ scores, especially on upper-funnel events (PageView, ViewContent). This is powered by EdgeTag's ID Graph that persists the identity of each browser touching your site.

If your EMQ scores are worse:

• Make sure you have not missed codifying your full funnel. This may be the case if you are on a headless/custom-built site or have a custom funnel. Please ensure that you are capturing and sending all events with appropriate payloads to EdgeTag.

• If you are migrating from a competitor or custom setup with server-side ID persistence, your existing system has the advantage of accumulated identity data, which will reflect in better EMQ scores. Allow EdgeTag a few weeks of data collection to build a robust ID graph. Once established, EMQ scores should catch up and surpass your main pixel's performance.

• If you have verified the above, please contact us via our Community Slack or contact your Account Manager.

Step 2: Compare event volumes

Compare purchase volumes between EdgeTag and your source of truth:

• Navigate to your e-commerce platform's order management system

• Pull purchase data for the last 7 days and last 24 hours. Important: Isolate online purchases only when comparing purchase volumes.

• Compare purchase volumes on B-pixel in Meta Events Manager with your source of truth.

Expected Outcome: EdgeTag volumes should match or exceed your source of truth. If you were only capturing events browser-side, you will observe incremental captures (compared to your main pixel) due to EdgeTag's resilience against ad blockers and browser limitations.

If your purchase volumes are significantly different, troubleshoot the following:

• Timezone Discrepancies: Confirm you're comparing data in the same timezone across platforms. A timezone mismatch can create apparent volume discrepancies of ±1 day.

• Missing Checkout Events: Verify EdgeTag is installed on all checkout pages, including external checkout solutions (like Checkout Champ). Use the Real Time Logger to test the complete checkout flow.

• Order Confirmation Page Issues: Confirm the Purchase event fires on your order confirmation page. Test with a live transaction and verify in Real Time Logger.

• Refunds or Cancellations: Check if your source of truth includes or excludes refunded/cancelled orders. EdgeTag captures all completed checkouts regardless of subsequent order status changes.

• If you have verified the above, please contact us via our Community Slack or contact your Account Manager.

Step 3: Decision to switch

If your EMQ scores show improvement AND your volume check is accurate, this confirms that EdgeTag is delivering higher-quality signals while capturing your full conversion volume. You are ready to switch to your main pixel.

Switching to main pixel

Once you've validated test results, you'll transition your main pixel to receive data from EdgeTag. This process will not disrupt your existing campaigns or pixel performance, your main pixel will simply begin receiving higher-quality data from EdgeTag while maintaining all historical data.

Follow the steps outlined below.

1. Create new main pixel channel in EdgeTag

• Navigate to Channels in your EdgeTag dashboard and follow the steps you previously followed for B-Pixel addition. You can follow the instructions here.

• Use your main pixel ID. Important: This time, enable the "Enable Browser Pixel" option. This sends events from both the browser and the server-side. Meta will deduplicate and maximize signal quality.

• Accept the events in Event Manager if prompted, as they flow in.

• Check Events Manager in Meta to confirm events are appearing on your main pixel.

• Allow 15-30 minutes for events to populate in Meta's dashboard.

• We recommend keeping the B-Pixel connected for a week before deleting the channel in EdgeTag. Keeping this connected will help you debug attribution discrepancies or missing events in case you encounter any. Please remember to delete this pixel, as events flowing to the B-pixel will be considered as part of your usage quotas.

2. Deactivate your previous data source

Once you've confirmed events are flowing correctly to your main pixel via EdgeTag, disable your old tracking implementation.

• If you are using an App/Plug-In on your e-commerce Platform, disable that data source.

• If you have any tracking scripts on your site, please remove them.

• If you have any tags deployed via GTM, pause/remove those.

• If you were working with another provider, please contact your current provider for instructions on how to disable the data source.

This step is important to avoid duplicate events flowing to your pixel.

If you have successfully followed the above steps, your Meta Ads are now powered by high-quality signals from EdgeTag. Improved signal quality should start translating into better outcomes in due course.