Overview
With Sonar Optimize, Triple Whale integrates directly with Meta to send enriched, first-party data for improving your campaign performance. Running Sonar Optimize in parallel with your Meta Web Pixel gives Meta a complete picture of the customers, interactions and web conversions of your website, leading to better Event Match Quality scores, more accurate in platform reporting, improved campaign targeting, and boosted campaign performance.
How Sonar Optimize Works
The Triple Pixel already captures every website interaction and conversion and uses its best-in-class returning visitor recognition to connect the dots on who is doing what on your website. Sonar Optimize enriches every Triple Pixel event, whether it is a visit, a website interaction, or a conversion, with additional first-party data from your other connected sources (such as Shopify, BigCommerce [Beta], or WooCommerce [Beta]), and then transmits this data back to Meta, server-side via the Meta Conversions API (CAPI).
In cases where the Meta Web Pixel has already captured the event, Triple Whale provides a deduplication key with each event, so that Meta can combine the data it has captured with the data provided by Triple Whale. The net result is a richer, more complete set of event and customer data that Meta can feed to its ad targeting algorithm to inform its optimization of your campaigns.
Sonar Optimize for Headless Shopify stores, BigCommerce stores, and WooCommerce stores
Please note that Headless Shopify stores as well as stores built on BigCommerce or WooCommerce will require developer implementation in order to enable Sonar Optimize. See the relevant documentation:
Configuring Sonar Optimize
Head to Sonar settings > Meta. Click Save and Continue to begin the self-setup.
1. Get Started
Begin your Sonar Optimize setup by enabling the following two Pixel components:
Theme App Embed
Web Pixel Extension
These components are required in order to send Checkout funnel events like "Initiate Checkout" or "Add Payment Info
If you have an alternative Pixel installation (such as Headless), select that option to skip this step.
2. Connect Dataset
Select the Meta Dataset you’d like to connect to receive Sonar Optimize enrichment.
If you are not seeing your dataset and you previously connected to Meta, you may need to disconnect and reconnect in order to grant the additional permissions needed for Sonar Optimize.
Choosing the correct Dataset
If you have an existing Meta pixel with a CAPI source connected, there are two recommended paths forward:
Disable any other sources sending server data through CAPI to your existing pixel
or
Create a new Meta pixel that you will use to connect to Sonar. The advantage of this route is that you can monitor your connection and choose to switch new campaigns to use your Sonar-powered Meta dataset at any time without interfering with existing campaigns.
3. Send Events
Select which events you'd like Triple Whale to send to Meta. For optimal results, we recommend sending every event back to Meta.
You can also pass Triple Whale-attributed orders back to Meta to optimize your campaigns based on your preferred Triple Whale attribution settings.
4. Excluding Events
By default, any purchase event sent to Meta will be used to measure and optimize your campaigns. To avoid sending purchase events unrelated to your Meta campaigns, you can exclude them by order tag or Shopify sales channel.
If your shop offers subscription orders, you can map first subscription orders and recurring subscription orders back to Meta. By doing so, recurring subscription purchases will be excluded from being sent to Meta.
Triple Whale excludes certain Sales Channels from the conversion events that it transmits (draft orders, PoS orders, returns, meta shop orders, and shop app orders). You can also choose to exclude certain conversion events from being sent to Meta based on order tags and/or sales channel.
To exclude a custom Sales channel, you must provide the channel name and the channel code. If you aren't sure about your channel code, reach out to Triple Whale support.
5. Validate Setup
Once you are satisfied with the configuration settings, click Save Configuration. Although we will automatically monitor and validate setup for you, you can manually validate the setup in two ways:
Confirm Sonar Optimize is sending events: View your Meta Delivery Overview to see if the total events sent column is being populated. You may need to wait 24 hours or more to see if events are being sent.
Confirm Meta is receiving events: Go to your Meta Event Manager and confirm that you are receiving server events for your connected dataset.
Delivery Overview
Once Sonar Optimize is enabled for Meta, you can easily monitor the data transmission via Meta's CAPI within Triple Whale. In Sonar Settings, click View Details to access the Delivery Overview page. Here, you will see a data table that displays the total number of enriched events, broken out by event type over the chosen time frame. This tells you what data Triple Whale is broadcasting to Meta.
Finding the Data in Meta
To see how many events Meta has received from both the Web Pixel and CAPI, visit your Events Manager Page in Meta. Locate the Meta Pixel dataset for the connected pixel.
The Overview tab will report how many events Meta has received, as well as report on Event Match Quality. By clicking the Event Match Quality value, you can drill into a specific event to understand deduplication rates, and view samples of the data being received by Meta.
Monitoring Results
Sonar Optimize will feed Meta better data about your conversions so that it can improve campaign targeting, leading to better campaign performance. After connecting the integration and sending data for a few days, a good integration should see the following results in Triple Whale's Pixel attribution dashboard:
Lowering CPAs
Improving ROAS
Closer alignment between Meta In-platform Reporting and Triple Whale Reporting
You can also use that dashboard to graph your Pixel ROAS and Pixel CPA over time. Happy scaling!
Frequently Asked Questions
1. What event types does Sonar Optimize enrich?
Sonar Optimize will send and enrich only standard Meta web pixel events:
Page View
View Content
Search
Signup
Add to Cart
Purchase
Initiate Checkout
Add Payment Info
Sonar Optimize can also send custom events for additional campaign optimization options, and pass Triple Whale attributed orders back to Meta to optimize your campaigns based on your preferred Triple Whale attribution settings.
2. What are the main differences between Sonar Optimize and Shopify's Native CAPI?
When it comes to sending
conversionsback to Meta, we will send the same ones. The greatest difference is in our ability to connect anonymous visits to return visitors and customer profiles and then share that info back with Meta for better site-wide audience profiling, lookalike audience building, deduplication, and retargeting (based on our proprietary approach to return visitor identification and ID graph). Additionally, unlike Shopify's CAPI, Sonar Optimize will successfully send events and customer info on headless sites and custom landing pages back to Meta, including in situations when the Meta Pixel was implemented via GTM (additional configuration of the Triple Pixel is required in these scenarios).
3. Should I enable Sonar Optimize if I already have another CAPI enrichment provider?
In general, we do not recommend running multiple CAPI services. Using multiple CAPI setups can result in duplication of events, minimizing Sonar Optimize's effectiveness to boost your marketing performance.
Troubleshooting
My Pixel Dataset Isn't Available on the Sonar Optimize Settings Page
If you are trying to configure Sonar Optimize for Meta and the Pixel/Dataset you want to connect isn't listed in the dropdown list:
Ensure that your Meta business account is connected to the pixel dataset you are trying to connect
Ensure that your personal Meta profile has the following permission for the relevant Meta Pixel Dataset: Full control: Manage events dataset
View Meta's instructions for reviewing and assigning people to an event dataset
Once you have confirmed that you have Full Control for the Dataset, you may need to go through the following steps to adjust the permissions scopes granted to Triple Whale:
Go to your main Meta integration and click "Disconnect"
Once disconnected, click "Connect"
When the OAuth flow appears, click edit previous settings
Select the Meta business account that has full access permissions to the Meta Pixel/Dataset you wish to connect to Sonar and click Next
On the next step, select Opt in to All Current and Future Pages
On the final step, review the permissions and ensure that you see the permission Manage Your Business. Click Save.
Finally, reconfigure your attribution settings and the Pixel you want to connect to TW for reporting.
After completing these steps, you should now be able to select your Meta Dataset within the Sonar configuration page.