Retail Campaign Studio (RCS) can send shopper activity from your campaign landing pages directly to your Meta ad account. This lets you measure campaign performance in the same place you manage your Meta ads. This article explains which events Locally sends, how they appear in Meta Events Manager, and how to add them to your Ads Manager reporting.

Before You Start

To enable Meta tracking for your RCS campaigns, your Locally account team needs two things from your Meta account:

1. Your Meta Pixel ID — found in Events Manager under Data Sources
2. A Conversions API access token — generated in Events Manager under your pixel's Settings tab

We recommend creating a new, dedicated pixel for your RCS campaigns rather than reusing your existing site pixel. A dedicated pixel keeps your RCS campaign events isolated from the rest of your site traffic, making it easier to read your campaign results and avoiding any overlap with events your own site already sends.

Once both are configured, tracking is active for all of your RCS campaign landing pages. No code changes are needed on your side.

Events We Send

Locally sends events through two channels: the Meta Pixel (fires in the shopper's browser on your campaign landing page) and the Conversions API (sent server-to-server from Locally's platform).

Browser Events (Meta Pixel)

Pixel events are sent in real time — they appear in Events Manager within moments of the shopper's action.

Server Events (Conversions API)

Unlike pixel events, server events are sent in daily batches, so they can appear in Meta up to 24–48 hours after the sale occurs. In-store purchase events use the value of the attributed sale.

How Events Appear in Events Manager

Open Events Manager in your Meta Business account and select your pixel under Data Sources. You'll see:

• PageView, AddToCart, and Purchase listed by name in the event activity table. These are Meta standard events, so Meta recognizes them automatically.
• Store Click listed as a custom event. This is expected — it is not part of Meta's standard event catalog, so Meta groups it separately.
• The Connection Method column shows where each event came from: Browser for pixel events and Server for Conversions API events. Seeing both is normal and means both channels are working.
• In-store purchase events sent through the Conversions API are marked with the Physical store action source.

To watch events arrive in real time while testing, use the Test Events tab in Events Manager and load one of your campaign landing pages.

Pulling Events into Ads Manager Reporting

Standard Events

Standard events flow into Ads Manager automatically. To see them:

1. Open Ads Manager and select your campaign
2. Click Columns > Customize Columns
3. Add the metrics you want — for example Adds to Cart, Purchases, or Purchases Conversion Value

Purchases reported here include both browser purchases from your landing page and server-side purchases sent by Locally, subject to your account's attribution settings.

The Store Click Custom Event

Custom events do not appear in Ads Manager columns until you create a custom conversion from them:

1. In Events Manager, go to Custom Conversions > Create Custom Conversion
2. Choose your pixel as the data source and select the Store Click event
3. Name it (for example, "RCS Store Click") and save

The custom conversion will now be available in Customize Columns in Ads Manager, and can also be selected as an optimization goal when building campaigns.

Attribution Notes

• Meta credits conversions to your ads based on your account's attribution setting (for example, 7-day click / 1-day view). Events sent by Locally follow the same rules.
• In-store purchase events are timestamped to the date the sale was attributed, not the moment it happened at the register.
• Numbers in Ads Manager will not exactly match your Locally Brand Analytics dashboard. Meta only counts conversions it can match to an ad interaction, while Locally reports all campaign activity. Both are correct — they answer different questions.

Questions about your setup? Contact your Locally account team.