iOS 14 + ITP 2.x burned the pixel.

Safari blocks third-party cookies outright. iOS 14 ATT means 70-80% of users opt out of the IDFA. The Facebook pixel's match quality (EMQ) on iOS dropped from 8.2 to 4.1. Meta keeps optimizing — but on a noisier signal that systematically under-reports your best customers.

Ad-blockers + consent banners eat the rest.

uBlock Origin and 1Blocker silently drop the Meta pixel for ~22% of visitors. GDPR consent banners gate it for another 15-30% in EU traffic. Whatever survives is then dedup'd against the consent state your store passed to the pixel — which is wrong half the time.

Enhanced Conversions only fixes Google.

Google's Enhanced Conversions sends server-side data — but only to Google. You still need Meta CAPI, TikTok Events API, Pinterest Conversions API, Klaviyo events, and Snap Pixel CAPI. Building one server-side path per platform is a 4-8 week eng project that also breaks on every API version bump.

Connect your store

Shopify: install the app, no code. BigCommerce: paste API token. WooCommerce: WP-CLI plugin install. Custom: HMAC-signed POST to /v1/integrations/store/events. We verify every payload.

Translate to taxonomy

order.created → purchase. checkout.started → initiate_checkout. cart.abandoned → cart_abandoned. refund.created → refund_issued. product.viewed → view_content. One event name per signal across every store backend.

Enrich

SHA-256 hashed email + phone for CAPI. Browser-side fbp / fbc / gclid / ttclid captured by the TrackLayer pixel and carried through. Currency, line items, tax, shipping, customer LTV pulled from the store object.

Fan out

Meta CAPI Purchase, Google Ads Enhanced Conversions, TikTok Events API Purchase, Pinterest CAPI, Snap CAPI, Klaviyo placed_order, GA4 Measurement Protocol. Idempotent + retried 3× on 5xx via Cloudflare Queues.

POST /v1/integrations/shopify/orders?merchant_id=northfield_42
X-Shopify-Hmac-SHA256: q3m...
X-Shopify-Topic: orders/create
Content-Type: application/json

{
  "id": 5723180556318,
  "order_number": 11842,
  "currency": "USD",
  "total_price": "189.00",
  "subtotal_price": "172.00",
  "total_tax": "13.00",
  "customer": {
    "id": 7129834729,
    "email": "buyer@northfield.co",
    "phone": "+15125550199"
  },
  "line_items": [
    { "product_id": 8821, "quantity": 1, "price": "172.00" }
  ],
  "client_details": {
    "browser_ip": "203.0.113.42",
    "user_agent": "Mozilla/5.0..."
  }
}

POST https://graph.facebook.com/v22.0/123456/events
Authorization: Bearer <merchant_meta_token>

{
  "data": [{
    "event_name": "Purchase",
    "event_time": 1776954960,
    "event_id": "shopify_5723180556318",
    "action_source": "website",
    "user_data": {
      "em": ["9c2edcec5b3..."],
      "ph": ["a4f7..."],
      "fbp": "fb.1.1776954900.1234567890",
      "fbc": "fb.1.1776954820.IwAR2...",
      "client_ip_address": "203.0.113.42",
      "client_user_agent": "Mozilla/5.0..."
    },
    "custom_data": {
      "currency": "USD",
      "value": 189.00,
      "content_ids": ["8821"],
      "content_type": "product"
    }
  }]
}