Overview:
This update makes Meta Pixel tracking more reliable for accounts migrating to the new Events tab. Legacy event suppression now operates at the individual event level rather than as an all-or-nothing switch, preventing newly configured events from unintentionally disabling tracking elsewhere. We've also expanded external_id coverage and introduced several reliability improvements.
What's New
Event-level suppression - Legacy events are now suppressed only when their direct replacement has been configured, rather than when the Events tab is enabled globally.
SubmitApplication is suppressed only when InitiateCheckout / AddPaymentInfo are configured.
OrderFormPurchase is suppressed only when Purchase is configured.
Any step left unmapped continues firing its legacy event, preventing attribution gaps.
external_id on PageView and ViewContent - These events now pass a privacy-safe customer identifier (no personal information) on both the browser pixel and Conversions API, improving event matching and deduplication.
Legacy behaviour remains unchanged by default - If the Events tab is left empty, the system continues using legacy behaviour. All legacy events continue firing exactly as before and nothing changes for accounts that have not started migrating.
Richer order details - Comprehensive order data (value, currency, product IDs) is now sent for both Purchase and InitiateCheckout.
No silently dropped pixels - Pixels that have not yet been migrated to the Events tab will continue firing correctly, even when partial suppression rules are active.
Why It Matters
Accounts partially migrated to the new Events tab no longer lose tracking on their legacy events.
Improved deduplication and match quality through external_id on more events.
Fewer silent tracking drops and backend retry failures.
Good to Know
Add events exclusively through the Events tab. Combining Events tab tracking with manually added custom scripts may lead to inconsistent results.
A visitor’s external_id represents their current contact identity and may change during a session if they submit a form or place an order while browsing. This behaviour is expected and does not impact server-side identity stitching or deduplication.
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