How to check Meta's on-device conversion setting

What the setting does

Meta's example is a lamp. Someone sees your ad on Instagram, then visits your website two days later and buys it. Meta may have the ad view and receive the purchase event but can't always connect the two. With the setting on, that match happens on the customer's device, where both the ad view and the purchase are present.

The page says no identifying customer information is shared with Meta. Meta only receives confirmation that a purchase happened and which campaign to attribute it to.

Two things stay the same. It "works alongside your existing Pixel and Conversions API setup and doesn't replace it," and your attribution window and attribution model don't change. In the help page's words, it "affects which conversions can be measured, not how they're credited to your ads."

The reasons the page gives for keeping it on: to see more of the conversions you drive in your campaign reporting, and to improve campaign performance with a stronger signal.

Who it applies to

The setup page lists two requirements:

• The Meta Pixel installed directly on your page, not inside an iframe or as an image-only (img) pixel.
• A website that requires people to log in to an account using an email or mobile phone number.

It's "on by default for eligible pixels," and you can turn it off at any time. The help pages don't give a start date.

Where to find it

1. Go to Meta Events Manager.
2. Click Data sources.
3. Select the name and ID of your pixel.
4. Click Settings.
5. Look below the Meta Pixel settings section for Measure conversions on customer devices.

Meta adds that it's your responsibility to make sure your integration doesn't share prohibited information with Meta.

How I'd handle it

These are my suggestions, not steps from Meta.

1. Check every pixel, not just the main one. The toggle lives in each pixel's settings, so look at each one you use.
2. Check whether your site qualifies. If people can buy without logging in, read the requirements above before you assume the setting does anything for you.
3. Write down what you found and when. If the setting is on, note the date in your reporting notes so a change in Meta-reported conversions has context later.
4. Compare Meta's purchases with your own orders. Pull Meta-attributed purchases next to the orders in your store or CRM, by week, so you can see how the two line up.
5. Leave your Conversions API setup alone. The help page says this works alongside it, not instead of it.