Connect Meta Ads
Connect Meta advertising and configure the signals shared with the platform.
Updated 9 August 2026Use Meta for optimisation and Incendium for context
Connecting Meta brings campaign and cost data into Incendium and supports the signals shared back to Meta where configured. Better-quality conversion data gives Meta’s optimisation systems a clearer description of valuable outcomes; Incendium then provides an independent view of how Meta contributed across the wider journey.
This separation is useful: a platform can receive the signals it needs to optimise without becoming the only source used to judge its own performance.
Connect Meta
Open Meta/Facebook Ads
Go to Settings → Connections → Integrations and choose the Meta/Facebook Ads connection.
Authenticate with the right business access
Use a Meta user that can access the intended business, advertising account and related assets.
Select the correct advertising account
Confirm the account identifier and currency before completing the connection.
Review the signals in use
Agree which Incendium outcomes should be shared for optimisation. Prefer well-defined, deduplicated business events over a large collection of weak interactions.
Protect signal quality
- Validate the underlying tracking or ecommerce connection first.
- Use stable conversion definitions with meaningful values.
- Avoid sending the same event through overlapping browser and server routes without deduplication.
- Check that consent and data-governance requirements are reflected in the implementation.
- Reconnect promptly if Meta permissions expire or the integration shows an invalid state.
Optimisation benefits from accurate, well-described outcomes. Inflated or duplicated events can teach an advertising system to pursue the wrong behaviour.