Meta Pixel Enhancement with suppression logic for legacy event tracking

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Overview:

This update enhances the reliability of Meta Pixel tracking for accounts transitioning to the new Events tab. Legacy event suppression now operates at the individual event level instead of as an all-or-nothing switch. This change prevents newly configured events from unintentionally disabling tracking in other areas. Additionally, we’ve expanded the coverage of external_id and introduced various reliability improvements.

  • Event-level suppression: Legacy events are now suppressed only when their direct replacement has been configured, rather than when the Events tab is globally enabled.
  1. SubmitApplication is suppressed only when InitiateCheckout or AddPaymentInfo is configured.
  2. OrderFormPurchase is suppressed only when Purchase is configured.
  3. Any unmapped steps continue to trigger their legacy events, preventing attribution gaps.
  • external_id on PageView and ViewContent: These events now transmit a privacy-safe customer identifier (without any personal information) via both the browser pixel and Conversions API, enhancing event matching and deduplication.
  • Legacy behaviour remains unchanged by default: If the Events tab is left empty, the system continues with legacy behaviour. All legacy events will fire as before, meaning there are no changes for accounts that have not begun the migration.
  • Richer order details: Comprehensive order data (value, currency, product IDs) is now provided for both Purchase and InitiateCheckout events.
  • No silently dropped pixels: Pixels that have not yet been migrated to the Events tab will continue to function correctly, even when partial suppression rules are active.
  • Accounts partially migrated to the new Events tab will not lose tracking on their legacy events.
  • Improved deduplication and match quality through external_id on more events.
  • Fewer silent tracking drops and backend retry failures.

Add events exclusively through the Events tab. Combining Events tab tracking with manually added custom scripts may lead to inconsistent results.

A visitor’s external_id reflects their current contact identity and may change during a session if they submit a form or place an order while browsing. This behaviour is expected and does not affect server-side identity stitching or deduplication.