Optimizing Meta Purchase Events for COD Orders on IG60

Until now, when a customer placed a cash on delivery (COD) order, IG60 immediately sent the Purchase event to Meta.

However, a placed order doesn't always mean an actual sale:

• 📞 The customer may not answer the confirmation call.

• ❌ The customer might cancel their order.

• 🚚 A confirmed order may eventually be returned.

• ✅ An order may be successfully delivered.

To help advertisers optimize their Meta campaigns based on truly confirmed or delivered sales, we have added new options.

⚙️ New Facebook Setting

Head over to:

Settings → Apps → Facebook

A new section is now available:

Purchase Event Trigger (Cash on Delivery - COD):

This option only appears when the Meta Pixel and Conversions API (CAPI) are configured.

You can now choose when IG60 should send the Purchase event to Meta.

1. Upon Order Creation (Immediate - standard)

Current default behavior

The Purchase event is sent immediately after order creation, just like before.

2. Upon Reaching a Specific Order Status

You can select a specific status as a trigger.

For example:

• Confirmed.

• Shipped.

• Delivered.

The Purchase event will be sent when you manually update the order to the selected status.

3. Upon Package Delivery (Carrier Status)

Requires a connected carrier

The Purchase event will be sent automatically when IG60 receives the 🚛 Delivered status from the carrier.

This allows you to base your purchase event on the actual delivery of the package.

💡 Important Details

• 💳 Online Paid Orders: Orders paid via credit card, PayPal, Stripe, etc., continue to send their Purchase event immediately, as payment is already completed.

• 📩 Lead Event: When you choose a delayed trigger, IG60 sends a Lead event as soon as the order is created to keep tracking your campaigns in real time.

• ⏱️ Meta Attribution Window: Meta uses a 7-day attribution window after ad clicks. To maximize attribution chances, it is recommended that the delivery or trigger status change occurs within 7 days of the click.

🚀 Why Is This Useful?

With COD, not all orders turn into actual sales.

If you send a Purchase event as soon as every order is created, Meta risks optimizing your campaigns for orders that may ultimately be canceled, unconfirmed, or returned.

By choosing a more appropriate trigger, you can teach Meta to optimize your campaigns based on events that truly reflect your actual sales.

Result: More relevant conversion data to train the Meta algorithm, better optimization for your ad campaigns, and no longer treating every COD order as a guaranteed sale. 😎