Advanced Signal: Facebook CAPI for New Customer Growth

Table of Contents

• What is Advanced Signal?
• How it Works
• Why Use Advanced Signal?
• Setup Instructions
• Using Advanced Signal Events in Meta Ads Manager
• Editing and Deleting Custom Conversion Events
• Verifying Data
• If You’re Using Shopify’s Native CAPI Tool
• Match Quality Scores
• FAQ

What is Advanced Signal?

Advanced Signal is an enhanced version of the Facebook Conversions API (CAPI) integration in Wicked Reports.

It allows you to send segmented purchase data from Wicked Reports directly to Facebook Ads (Meta Ads Manager) so that Facebook’s ad delivery algorithm can be trained to focus on specific types of customers or products.

Unlike standard CAPI—which sends all purchase events—Advanced Signal gives you control over:

• Whether to send only new customer purchases or all purchases

• Whether to send purchases for all products or only selected products or collections

This helps you target your campaigns more precisely and reduce wasted ad spend on audiences you don’t want to optimize for.

To use the Advanced Signal Custom Conversion events, you must first enable and upgrade your Wicked Reports account to include "Advanced Signal"

How it Works

1. Purchase Tracking in Wicked Reports
   Wicked Reports records all purchases with details such as customer status (new or repeat) and products purchased.

2. Segmentation
   Advanced Signal uses this purchase data to determine:

   • New customer purchase vs. repeat customer purchase

   • Which products were purchased

3. Event Creation
   Based on your selections, Advanced Signal creates custom purchase events that only fire when the purchase meets your chosen criteria.

4. Data Sync to Meta
   These events are sent to your Facebook Ads account via CAPI within minutes, making them available for use as conversion events in your campaigns.

Why Use Advanced Signal?

• Acquire more new customers at a lower price - Focus Facebook optimization on finding more new customers at a lower cost

• Control what data trains Facebook’s algorithm – Send only the events that match your campaign goals.

• Product-specific optimization – Target events for specific SKUs or collections.

• Accurate, verified data – Uses the trusted attribution data from Wicked Reports.

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Setup Instructions

1. Open the Facebook Conversions API Settings

• Navigate to the Signal menu.
• Select Facebook Conversions API -> Settings.

2. Select the Facebook Business & Pixel ID

• Choose the Business and Pixel you wish to send orders to.

3. Default Purchase Event

• To send all orders to the default purchase event, check this box.

 

4. Upgrade to Advanced Signal

Enable the Advanced Signal Conversion Events

5. Enable Advanced Signal Custom Conversion Events

• Check the box for Custom Conversion Events (Advanced Signal) if you want events segmented by New vs. Repeat Customers or by product groups.

6. (Optional) Create Product-Specific Events

• Click Create Event.
• Give the event a Name.
• Assign products or use a wildcard (e.g., “contains”) to define product groupings.
• Click Create Event. Events will now show as “Draft.”

 

7. Create Additional Events as Needed

• Repeat Step 6 for each new event you want.

8. Save Your Events

• Click Save to finalize and begin event creation.
• Once events are successfully created, their status will change to "Created"

 

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Using Advanced Signal Events in Meta Ads Manager

Once your events are created in Wicked Reports, they will sync to your connected Facebook Ads account as custom conversion events. You can then use these when setting up your campaigns.

Use Case 1: Optimize for New Customers (All Products)

If your goal is to acquire new customers regardless of product:

1. In Meta Ads Manager, create a new campaign (or Ad Set) focused on new customer acquisition.

2. At the Ad Set level, under Conversion Event, select the New Customer Purchase event (Purchase_NC) created by Advanced Signal.

3. Configure targeting, placements, and budget as usual.

4. Publish your campaign.

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Use Case 2: Optimize for New Customers on Specific Products

If your goal is to acquire new customers for a particular product or collection of products:

1. In Wicked Reports, create a new Custom Conversion event for that specific product or collection of products.

2. In Meta Ads Manager, create a new campaign.

3. At the Ad Set level, select the New Customer event (NC) tied to that product.

4. Upload creatives that only feature the selected product(s).

5. Publish your campaign.

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Use Case 3: Optimize for Existing Customers to Buy Specific Products

If your goal is to encourage repeat customers to buy a product again or try a new product:

1. In Wicked Reports, create a new Custom Conversion event for that specific product or collection of products.

2. In Meta Ads Manager, create a new campaign.

3. At the Ad Set level, select the Repeat Customer event (RC) tied to that product.

4. Upload creatives that only feature those products.

5. Publish your campaign.

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Editing and Deleting Custom Conversion Events

You are able to Delete and Edit Custom Conversion Events. 

When Editing Custom Conversion Events, the only thing you will be able to edit is the products associdated with the Event.   You will not be able to rename the event.

 

After Editing and/or Deleting, you will need to "Save" again to confirm the Edit and/or Deletion.  They will show as Unsaved changes until you click the "Save" button

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Verifying Data

To Verify that Wicked Reports is sending your orders up to your Meta Ads Mananger, you will wan to confirm this inside your Ads account.

You should find the Events in the the Data Sources section.  You will look for the events created by Wicked Reports and verify activity on that Event

• Verify in Meta Events Manager that the events are firing after purchases.

• Make sure your chosen conversion event has enough volume (Meta recommends 50+ conversions per week).

• Keep campaigns clean by aligning event type (NC vs RC) with ad creative and messaging.

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If You’re Using Shopify’s Native CAPI Tool

• Shopify’s built-in Conversions API integration only sends purchases to the Default Purchase Event in Facebook.

• Advanced Signal goes further by allowing you to:

  • Optimize for New Customers only

  • Optimize at the product or collection level

This gives you much finer control over how Meta’s algorithm is trained.

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Match Quality Scores

When Advanced Signal sends purchase data to Meta, it includes multiple identifiers (email, phone, name, etc.) to maximize match quality.

• Our customers regularly see match quality scores in the high 8s and 9s out of 10.

• Higher match quality = more reliable event tracking and stronger optimization in Meta.

• You can view match quality in Meta Events Manager under the event diagnostics

 

FAQ

Can I rename a New and Repeat Custom Conversion Events Purcahse_NC and Purchase_RC?

No, you cannot.

 

Can I rename a Custom Conversion Events after it's been Created?

No, you cannot.  After a Custom Conversion Event has been created, you can only edit the products associated with the Event.  You can always Delete the Custom Conversion Event and Recrate it with a new name.

 

Why are my Conversion Events Failing to Create?

This is likely do to permissions.  Ensure that the user who connected the Facebook Ads account has the necessary permission
[WHAT ARE THE NECESSARY PERMISSION?]