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Subtotal Signal sends eligible purchases from retailers and marketplaces, along with account-linking events, to Meta through the Conversions API. Use these signals to understand the purchases Meta attributes to your ads. This supports measurement of purchases beyond your DTC website—what we refer to as offline conversions in Signal. Meta can match received events to people and evaluate attribution to ad views or clicks. These purchases can take place in stores, on retailer websites, or through marketplaces. See events and data for how purchase channels are represented. Connect → choose events → verify delivery → measure results

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Before you start

  • Access to Subtotal and the Meta business portfolio that owns your dataset.
  • Permission to grant Subtotal access to that dataset.
  • Access to the ad account you want to use for reporting.
  • Your team’s approval for ad-platform sharing. See consumer choices and opt-outs.
  • A working process for communicating consumer opt-outs to Subtotal, including applicable opt-outs you already hold, before enabling event delivery.

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Existing or new dataset?

Subtotal sends to datasets you grant access to; it does not create one for you.
Avoid sending the same purchase through Subtotal and another provider. Overlapping feeds can double-count sales.

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Connect and configure

1

Connect Meta

Open Meta in the Subtotal Dashboard, then select Connect. Complete Meta authorization and grant the intended business assets.
Meta integration before connecting, with the Connect Meta button.
2

Confirm your dataset

Back in Subtotal, check Connected business and Datasets. Confirm the dataset ID, not just its name.If it is missing, check permissions in Meta and use Update on the integration to authorize again.Connected Meta business and available datasets. Business and dataset identifiers are redacted.
3

Add an event

Open Meta → Events and select Add event.Select Create event to save. Repeat for another trigger or dataset. Each trigger can be sent to a dataset once, under one event name.
Add event dialog for purchase.shared: event name SubtotalPurchase, one condition (Retailer equals Walmart), and a destination dataset.
4

Verify delivery

Complete a new, eligible account link for a selected retailer. For purchase verification, wait for an eligible recent purchase to be collected.Open the matching dataset in Meta Events Manager and inspect the configured event on the dataset’s overview. Check its name, time, and available parameters. Events usually appear within an hour of being sent; allow for collection delays before that.Events from Subtotal do not appear in the Test events tab, which shows only website events.Meta Events Manager showing active Purchase and SubtotalAccountLinked events received through the Conversions API. Dataset identifiers are redacted.
Sending in Subtotal means the event destination is configured. It is not a delivery receipt. An event appearing in Events Manager also does not prove ad attribution.

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If events are missing

Next: Understand the events.