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What does TrueROAS send to each ad platform, and how often?

Which events and order details TrueROAS sends to Meta, Google Ads and TikTok, how often it sends them and which orders are left out.

How sending works

When you switch on an ad platform in Events Manager, TrueROAS sends your orders to it from its own servers, and for Meta and TikTok also what shoppers do on your store. Sending runs on a schedule, so an order goes out on the next run after TrueROAS has it, not the moment it is placed. The ad platforms use these events to count results and to find more buyers like yours.

Meta

WhatHow oftenDetails
PurchasesAbout every 10 minutesEach order is sent once, with your order ID as its event ID, so Meta can match it with the same purchase from your browser tracking. The value is the order value, or the profit if you send profit instead.
Store activity: PageView, ViewContent, AddToCart, InitiateCheckout, AddPaymentInfo and Search, plus Lead and Subscribe when a form or app on your store reports them to MetaAbout every minuteOnly for Shopify stores, and for WooCommerce stores whose TrueROAS WordPress plugin is marked as active. Other stores send purchases only. Visits from known bots and crawlers are left out.
  • The first time you turn Meta CAPI on, and each time you turn it back on, TrueROAS also sends the orders from the last 6 days that it has not sent yet.
  • Each run sends at most 300 orders. If more are waiting, for example after a long pause, only the newest 300 are sent and the older ones are skipped.
  • If Meta accepts none of the purchases in a run, for example because the access token stopped working, TrueROAS tries the same orders again on the next run. Orders placed more than 6 days earlier are never sent, so fix a broken token within a few days.
  • Orders only, about once an hour. Store activity is not sent to Google.
  • Only orders from a visit with a Google click ID are sent. That is the code Google adds to the link when someone clicks your ad. To send the other orders too, turn on Also send orders without a Google Click ID, as described in How do I send my sales to Google Ads with Enhanced Conversions?.
  • Each sale carries the order ID, the order date and time, the value, the currency, the click ID when there is one and the customer's email when the order has one. The value is the order value, without VAT or shipping if you leave them out, or the profit if you send profit instead. See Can I leave VAT and shipping out of the value sent to Google Ads?.
  • When you first turn it on, the orders from the last 3 days are sent.
  • Each hourly run goes through up to 100 orders, oldest first. After a pause, for example while Google was switched off or its login was not working, TrueROAS works through the orders it missed at 100 an hour, up to 90 days back. Google does not accept older ones.
  • If Google refuses a whole upload, TrueROAS tries the same orders again on a later run.

TikTok

  • Only for Shopify stores. On other stores nothing is sent to TikTok, even when TikTok is set up in Events Manager.
  • Store activity: ViewContent, AddToCart, InitiateCheckout, AddPaymentInfo and Search, about every 5 minutes. PageView is not sent, because TikTok has no such event. When you first turn TikTok on, store activity is sent from that moment on.
  • Purchases: about every 10 minutes, at most the 50 newest waiting orders each time. When you turn TikTok on, or back on, orders from the last 6 days that were not sent yet are included.
  • The value is always the order value. TikTok has no profit option.

AppLovin

AppLovin is in beta and only switched on for selected stores. On those stores AppLovin gets purchases only. Its rules are in How do I send my purchases to AppLovin?.

Orders that are never sent

  • Orders with no value or a value of 0, such as free orders.
  • Orders that are still marked as incomplete.
  • For Meta, an order without any customer or browser details at all.
  • For Google Ads, orders without a Google click ID while Also send orders without a Google Click ID is off.
  • Orders older than each platform's limit above.

Customer details

Personal details are hashed before they leave TrueROAS. Hashing turns them into a code that the ad platform can compare with its own users but cannot read back. Meta and TikTok also get the shopper's IP address and browser details as they are, because they need them to match the event to a person.

Ad platformHashedSent as they are
MetaEmail, phone number, first and last name, city, state, zip code, country and visitor IDsIP address, browser details and Meta's click and browser IDs
Google AdsEmailThe Google click ID
TikTokEmail, phone number and TrueROAS's own visitor IDIP address, browser details and TikTok's click and browser IDs

Purchases sent to Meta and TikTok also list the products in the order with their quantities and prices.

Good to know

  • Sending is set for the whole store, not for your login.
  • Nothing is sent while a store is paused, or after its tracking stopped because the subscription ended. See Why are my newest orders or ad spend not showing yet?, which also explains how quickly TrueROAS picks up a new order.
  • How to send profit instead of the order value is explained in Can I send profit instead of order value to Meta and Google?.
  • TrueROAS does not send refunds or cancellations to the ad platforms. An order that was already sent stays with the platform.
  • There is no button to send an order again or to send orders older than the limits above.
  • Each ad platform can take a while to show what it received in its own reports.