What is Events Manager and what can I do there?

Events Manager is where you set up TrueROAS to send your sales and store visits to Meta, Google Ads, TikTok and AppLovin from its own servers.

What Events Manager does

Events Manager is the page where you choose which ad platforms TrueROAS sends your store's events to from its own servers. An event is something a shopper does in your store, such as viewing a product, adding it to the cart or buying it.

Normally an ad platform learns about a sale from tracking code that runs in the shopper's browser. Ad blockers, privacy settings and browser limits stop part of that. When you switch a platform on here, TrueROAS also sends your purchases to it straight from its servers, and for some platforms your store activity too, such as product views and add to carts. The ad platform then sees more of your sales and can optimise your ads on more complete data. What each platform gets, and how often, is explained in What does TrueROAS send to each ad platform, and how often?.

This page belongs to TrueROAS. It is not Meta Events Manager or TikTok Events Manager, the ad platforms' own tools, although the Meta and TikTok settings link to them.

Open Events Manager

Open Setup in the left menu and click Events Manager.

• The menu item only shows for people with the CAPI Access permission. See What can team members see and change on the Dashboard and Ads Manager?.
• The Meta CAPI bar at the top of the Dashboard opens the page too. See What does the Meta CAPI bar at the top of the Dashboard mean?.

The page from top to bottom

1. The box Server-to-Server Event Tracking at the top explains what the page does. Once at least one platform is sending, it shows CAPI Enabled and how many of Meta, Google Ads, TikTok and AppLovin are on, for example 2 Platforms Active.
2. While nothing is sending, a Get Started button sits in the same box. It opens the Meta settings, or the Google Ads settings when Meta is already set up, or the TikTok settings when both are.
3. On some plans the box offers the CAPI add-on under Server-to-Server Enriched Feed instead. Until you add it, the cards below are faded and cannot be clicked. See Do I need the CAPI add-on to send events to ad platforms?.
4. Under Platform Integrations there is one card per platform, described below.
5. Under the cards, the settings of the card you clicked.

The platform cards

A tag in the bottom left corner of each card shows its state:

• ON: the platform is set up and TrueROAS is sending to it.
• OFF: the platform is set up but switched off.
• Not set up: something is still missing, for example the Meta dataset or access token, or the Google Ads conversion action.
• Coming Soon: the platform cannot be set up yet.
• Not working: AppLovin only, when AppLovin rejects the saved key. The line under the name then reads Wrong key.

The link in the bottom right corner reads View once the platform is set up and Setup before that. On the AppLovin card it reads Fix while the key is rejected.

The settings panel

Click a card to open its settings in a panel under the cards. The page scrolls down to it. The top of the panel shows the platform's name and an All platforms button that closes the panel. To switch platform, click another card.

The Meta and Google Ads panels have two parts. Configuration holds everything you can change, such as the switch that turns sending on and off. Activity & health sits below it once there is something to show, and only shows numbers about what the platform received.

What you can do in each panel

• Meta: How do I set up Meta CAPI in Events Manager?, What does the browser tracking switch in the Meta settings do? and What do the Meta numbers under Activity & health mean?.
• Google Ads: How do I send my sales to Google Ads with Enhanced Conversions? and What does the Google Ads health section in Events Manager show?.
• Meta and Google Ads can get your profit instead of the order value. See Can I send profit instead of order value to Meta and Google?.
• TikTok: How do I send my store events and purchases to TikTok?.
• AppLovin: How do I send my purchases to AppLovin?.
• Klaviyo: How do I connect Klaviyo to TrueROAS?.

If an ad platform seems to miss orders, see Why is an ad platform not getting my orders from TrueROAS?. If Meta or TikTok counts purchases twice, see How do I stop Meta or TikTok from counting my purchases twice?.

The same settings in General Settings

The section Feed Ad Platforms True Data at the top of General Settings > Ad Platforms, and at the top of the Integrations page, has cards for Meta, Google Ads, TikTok and Klaviyo that open the same settings. See What is Feed Ad Platforms True Data in General Settings?.

On a phone

The cards show one per row on a phone, two per row on a tablet and four per row on a wide screen. The Coming Soon cards are hidden on a phone. The settings panels work the same as on a computer.

Good to know

• Every setting on this page applies to the whole store, so everyone on the store has the same platforms switched on.
• Anyone with the CAPI Access permission can change every setting here, not only the store owner or an admin.
• The percentages on the cards are general figures, not a measurement for your store.
• Events Manager does not change your campaigns, ads or budgets.
• Snapchat, Pinterest and Microsoft Ads cannot receive events from TrueROAS yet.
• A paused store, or a store whose tracking stopped because its subscription ended, sends nothing to the ad platforms. See Why are my newest orders or ad spend not showing yet?.