Library · Traffic · How to run this
Cover server events so CAC can be true
Server events make settled CAC possible. Pixel-only purchase, no refund, no dedupe — that is theater. Tick what actually fires. Unchecked is a hole.
Pair: Server events so CAC is true on Traffic.
How to use the checklist
Tick PageView, ViewContent, purchase-on-settle, refund, subscribe/rebill if you run continuity, and event-ID dedupe. Purchase on settle means the charge cleared — not a thank-you load. Then trust max CAC a little more.
What not to do
Do not call pixel-only “good enough.” Do not skip refund events. Do not double-count pixel and server.
Related: Traffic, sold vs settled, tracker vs CRM vs settled.
Procedure
- Tick what actually fires.
- Add refund and subscribe if they are missing.
- Dedupe with event ID.
- Then trust CAC a little more.
Failure modes
- Pixel-only purchase.
- No refund event, so CAC never falls.
- Double counting pixel + server.
Worked example
None on this page yet. When one lands it will be a real case: what broke, the number, and what changed. Not a composite.
Glossary
- Purchase on settle
- The server event fires when the charge settles, not only when a thank-you page loads.
Work with us — We run this job on your accounts. Services
FAQ
- Is a thank-you page purchase enough?
- No. Fire purchase when the charge settles. Abandoned thank-yous and failed captures lie.
- Why does refund matter for CAC?
- Without a refund event, CAC never falls when money comes back. You keep bidding on a fake win.
- Pixel plus CAPI — do I count both?
- Not if you dedupe with the same event ID. Double count is another lie.