1Pixel – Meta CAPI, Facebook Server-Side Tracking & Tock

Your Facebook and Instagram ads sell more wine than Meta can see. When a buyer's browser blocks the Meta Pixel (iPhone privacy settings, Safari, ad blockers), Meta never hears about the sale. Your results look worse than they are, and Meta has less to learn from when it picks who sees your ads.

1Pixel sends each sale to Meta from the server. Commerce7 tells 1Pixel about the order, and 1Pixel passes it to Meta's Conversions API with the value, the wines and hashed customer details. No browser is involved, so nothing on the buyer's device can block it.

Order, club, reservation and Tock tracking works without any change to your website.

WHAT GETS SENT TO META

• Online orders: Purchase, with the order value, currency, the wines (by SKU) and the order number.
• Tasting room and POS sales: Purchase, marked as in-store so Meta reports them apart from online sales.
• Tock bookings (Full sync with Commerce7): Purchase with the booking value, or Lead if you prefer.
• Wine club signups: Subscribe, with an optional average member value.
• Club cancellations: CancelMembership.
• Commerce7 reservations: Lead.
• New customer accounts: CompleteRegistration.
• With the website script: page views, wine views, add to cart and checkout starts.

SETTINGS YOU CONTROL

Everything is on the Configuration tab, and every event can be switched on or off.

Orders

• Online orders: untick this if your website's own tag (for example in Google Tag Manager) already sends Purchase to Meta. Tasting room and Tock sales keep sending.
• Club shipments: automatic club charges are left out by default, because no ad caused them. Untick Exclude club/recurring auto-ship orders to count them. Regular checkouts are always sent.

Wine club

• Average club member value: a club signup has no price, so Meta warns that Subscribe is missing a value. Enter what a member is worth, for example what they spend in a year, and 1Pixel sends it with every signup. Leave it blank to send no value.
• Club signups and club cancellations each have their own switch.

Tock

• Send Tock bookings as Lead instead of Purchase, for wineries that want Meta to look for people who book tastings.
• Give Tock bookings their own event name, so Meta reports them apart from Commerce7 reservations.
• Don't track Tock bookings at all, if Tock's own Meta integration already sends them. Nothing is counted twice.

Website events

• Page views, wine views, add to cart and checkout starts each have their own switch.
• Require consent before tracking: website events wait until your consent tool (such as Ketch or OneTrust) says the visitor agreed.

More

• Second pixel: send every event to another pixel as well, for example your agency's.
• Test Event Code: send test events to Meta's Test Events tab with the Simulate buttons. It is never applied to live orders.

TOCK BOOKINGS

1Pixel sees a Tock booking once it becomes a Commerce7 order, which happens on Tock's Full sync. On Partial sync the booking stays in Tock and nothing outside Tock can track it. Tock switches on Full sync on request (hospitality@tockhq.com).

• Each booking goes to Meta with its value, labelled Tock booking in the Event Log, with its own filter and count.
• Old bookings that Tock syncs again are skipped, so Meta doesn't count them as new sales.
• Tock cancellations are never sent.
• Simulate Tock booking tests the connection before a real reservation.

NO DOUBLE COUNTING

Many winery sites already send Meta events from Google Tag Manager. Two tags reporting the same sale make your results look better than they are.

• 1Pixel checks your site's Google Tag Manager every day and names any tag that duplicates what 1Pixel sends, such as a Purchase tag without an event ID.
• Website events are sent from the browser and from the server with the same event ID, so Meta counts each one once.
• If another tag already sends page views, the website script skips its own.
• When Commerce7 sends the same order notification twice, Meta gets it once.
• Refunds, cancelled orders and orders older than 7 days are never sent as new sales.

THE WEBSITE SCRIPT (OPTIONAL)

One line of code on your winery website adds page views, wine views, add to cart and checkout starts. Add to cart and checkout starts come from Commerce7's own store events, so they carry the wine's SKU and price. It works on WordPress, Webflow, Squarespace, Wix and custom sites, and a WordPress plugin with a guided test is available on request. Orders are tracked without it.

HOW META CREDITS SALES

Meta matches each sale to a person using the hashed customer details and credits your ad if that person clicked, engaged with or saw it shortly before buying (by default 7 days after a click, 1 day after a view). Tasting room sales are marked in-store, so Ads Manager can show them in their own column next to online purchases. The docs explain how to read these numbers and check them against Commerce7.

KNOW IT'S WORKING

• Event Log: every event with its source (online order, in-store sale, Tock booking, club, reservation, website) and whether Meta accepted it.
• Failed sends retry on their own, and the row changes to Sent when one gets through. Anything that still fails can be resent in one click once you fix the cause, usually an expired token.
• Tracking health on the Setup tab checks your credentials, recent orders, the website script and duplicate tags, in plain English.

MATCHES YOUR META CATALOG

Purchases and add to cart send each wine's SKU, grouped by Commerce7 product: the same shape as a Meta catalog built from Commerce7. If your catalog comes from Advanced Shopping Feed by 7Labs, the IDs line up for Dynamic Ads.

PRIVACY

• Customer email, name, phone and address are hashed (SHA-256) before they go to Meta.
• California customers get Meta's Limited Data Use flag automatically, and the facebook-limited-data-use customer field is honored too.
• Opt a customer out completely with the 1px-opt-out customer field.

SETUP AND SUPPORT

Going live takes two values from Meta: your Pixel ID and an access token. Setup help is free: email 7labs@dmitru.com and we'll stay with you until the connection works. Full documentation: https://1pixel.dmitru.com/docs