I ran a broken Meta Conversions API event through a validator. It caught seven mistakes Meta might never mention.

Meta doesn't always tell you when a Conversions API event is wrong. A missing required field returns an error. An email sent in plain text, or an IP address you hashed by mistake, can be accepted and simply never matched to a customer. The purchase goes missing from your reports and nothing warns you.

So I wrote a typical server-side Purchase event with the mistakes I see most often, and ran it through the open-source shopify-capi-validator package (v1.1.0). Everything below is the real output.

The broken event

{
  "data": [{
    "event_name": "Purchase",
    "event_time": 1762855200000,
    "action_source": "website",
    "user_data": {
      "em": "[email protected] ",
      "ph": "+44 (0)7700 900123",
      "client_ip_address": "9f86d081884c7d659a2feaa0c55ad015a3bf4f1b2b0b822cd15d6c15b0f00a08"
    },
    "custom_data": { "value": 49.99 }
  }]
}

It looks plausible. It is wrong in seven ways.

What the validator reported

$ npx shopify-capi-validator --payload ./bad.json

  Platform: META   Events: 1
  ✓ event_name present (Purchase)
  ✗ event_time looks like milliseconds
      → Meta expects SECONDS (10 digits), not milliseconds (13). Divide by 1000.
  ✓ action_source present (website)
  ! event_id missing
      → Meta marks it optional but recommends it for deduplicating browser Pixel and server events.
  ✗ event_source_url missing
      → Required by Meta for website events: the URL of the page where the event happened.
  ✓ user_data has at least one customer information parameter
  ✗ user_data.client_user_agent missing
      → Required by Meta for website events. Send the browser user agent, unhashed.
  ✗ user_data.em is RAW email (contains "@")
      → PII must be SHA-256 hashed. Lowercase + trim, THEN hash.
  ✗ user_data.ph is not SHA-256 hashed
  ✗ user_data.client_ip_address appears to be hashed
      → client_ip_address must be sent RAW. Hashing it breaks matching.
  ✓ custom_data.value present (49.99)
  ✗ custom_data.currency missing for Purchase

  Summary  4 passed  1 warnings  7 failed

It exits with code 1, so the same check can stop a bad deploy in CI.

The seven mistakes, and why each one matters

1. Milliseconds instead of seconds. Meta's event_time is a Unix timestamp in seconds. Date.now() in JavaScript returns milliseconds, which is the most common cause. Use Math.floor(Date.now() / 1000).

2. No event_source_url on a website event. Meta requires it when action_source is website. Server-side setups often drop it because the server never sees the browser.

3. No client_user_agent on a website event. Also required for website events, and also lost when the event is built on a server. Capture both values in the browser and pass them to the server with the order.

4. A raw email. Email, phone, name, city, state, postcode and country must be SHA-256 hashed. A plain-text email isn't matched, and Meta doesn't always say so.

5. An unhashed phone number, with a trap inside it. +44 (0)7700 900123 becomes 4407700900123 if you only strip symbols. The zero after the country code is a national prefix, not part of the international number, so the correct value before hashing is 447700900123.

6. A hashed IP address. The opposite mistake. client_ip_address, client_user_agent, fbc and fbp must be sent as they are. A hashed IP can't be matched.

7. No currency on a Purchase. Meta requires both value and currency on purchase events.

The warning matters too: event_id is optional, but Meta merges a browser Pixel event and a server event into one purchase only when the event name and event_id match. Without it, a store running both can count each purchase twice.

The fixed event

{
  "data": [{
    "event_name": "Purchase",
    "event_time": 1762851600,
    "event_id": "order_1001",
    "action_source": "website",
    "event_source_url": "https://example-store.myshopify.com/checkouts/thank_you",
    "user_data": {
      "em": ["<sha256 of [email protected]>"],
      "ph": ["<sha256 of 447700900123>"],
      "client_ip_address": "203.0.113.7",
      "client_user_agent": "Mozilla/5.0 (iPhone; CPU iPhone OS 18_0 like Mac OS X)"
    },
    "custom_data": { "value": 49.99, "currency": "GBP" }
  }]
}

  Summary  12 passed  0 warnings  0 failed

Format first, then hash

The validator can tell whether a field is hashed. It can't tell whether you formatted the value correctly before hashing, because a hash of a badly formatted value still looks like a valid hash. Meta's formatting rules:

One more rule worth knowing before you build a retry queue: if any event in a request is more than 7 days old, Meta rejects the whole request and processes none of it.

Try it without installing anything

There's a browser version of the same checks, with a hash helper that applies the formatting rules above. It makes no network requests, so nothing you paste leaves your browser: Meta Conversions API payload validator. Each rule links to the Meta documentation it comes from, checked on 28 September 2026.

Originally published at stackarchitect.xyz by Luke Sandelands, author of shopify-capi-validator.