PathwAI's Meta integration sends conversion events from your flows to Meta's Conversions API from PathwAI's servers, not from a browser pixel. Only the events you map are sent, and only for people who consented to ad tracking. Question answers stay out unless a transformer you attach allows a field, and contact identifiers are SHA-256 hashed. PathwAI can also keep Meta Custom Audiences in sync with your segments.
What data moves
- Events you map, such as flow_started, step events, signup, purchase and flow_completed, or a custom Data Platform event you define on a step.
- Hashed email, phone, first and last name, ZIP code, date of birth, gender and external ID, plus the _fbc and _fbp browser IDs when present.
- For purchases: value, currency and the order ID, which is also the event ID Meta uses to deduplicate against a browser pixel.
- For audiences: hashed email, phone and external ID of segment members who consented to ad tracking.
Where it is configured
Data → Activation → Meta Ads connects your Meta Business with a Facebook login. Data → Destinations → Meta Conversions API sends events, using a pixel from the connected account or a pasted pixel ID and access token.
Use cases
Optimize on completed intakes
Map flow_completed, or a custom event on a qualified Ending, so Meta optimizes on finished intakes rather than clicks.
Purchase value for return on ad spend
Map purchase so Meta receives the value and currency of each payment.
Retargeting and lookalikes
Sync PathwAI segments to Custom Audiences hourly, every 6 hours, daily or on demand.
How to set it up
- In PathwAI, open Data → Activation, find Meta Ads and click Authorize Meta Ads. Pick the ad accounts and pixel to share.
- Open Data → Destinations → Meta Conversions API and choose the pixel from the connected account.
- In the Event mapping tab, add the events to send. Attach a transformer only if a custom property is needed.
- Make sure your flows collect ad-tracking consent, then switch the destination on and check Meta's Events Manager.
Good to know
- Events reach the ad platform only for people who consented to ad tracking, through a consent block marked for ad tracking or a call to window.pathwai.consent(). A run with no recorded consent counts as opted out.
- Question answers are not sent by default. An event carries only the fields a transformer you attach allows, plus hashed identifiers, click IDs and, for purchases, the value, currency and order ID.
Meta integration FAQ
Does PathwAI send health answers to Meta?
Not by default. An event carries only the fields a transformer allows, plus hashed identifiers, click IDs and purchase value, currency and order ID.
What happens if a visitor never gives consent?
Their events are not sent to Meta, and they are left out of synced audiences. Runs count as opted out until consent is recorded.
Can PathwAI change my Meta campaigns?
No. The connection creates and updates Custom Audiences and sends conversions. PathwAI does not create campaigns, change budgets or spend money.
Want to see Meta in a flow?
We can walk through where Meta fits in your funnel and exactly which data it would receive.