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Overview

Connecting your ad platforms enables two key features:
  1. Ad spend sync — NSM pulls your spend data hourly and displays it in your dashboard alongside attributed revenue, giving you accurate ROAS without manual exports.
  2. Conversions API (server-side events) — NSM sends attributed conversions directly to each platform’s server-side API, improving their AI bidding algorithms.

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Facebook Ads

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What it does

  • Syncs campaign, ad set, and ad-level spend hourly
  • Sends Purchase events via the Meta Conversions API (CAPI)
  • Improves Event Match Quality (EMQ) score with hashed customer data
  • Enables iOS 14+ conversion tracking for Smart Shopping campaigns

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How to connect

  1. Go to Dashboard → Integrations → Facebook Ads
  2. Click Connect Facebook
  3. Log in with your Facebook account and grant permissions
  4. Select the Ad Account and Pixel ID to use
  5. Click Save

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What data is sent to Meta?

NSM sends the following with each Purchase event:
FieldSourceHashed?
Event timeOrder timestampNo
Order valueShopify order totalNo
CurrencyStore currencyNo
EmailCustomer emailYes (SHA-256)
PhoneCustomer phoneYes (SHA-256)
fbclidURL parameter from ad clickNo
external_idNSM visitor IDNo
Raw personal data is never sent — only hashed values.

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What it does

  • Syncs campaign and ad group spend data hourly
  • Sends conversions via the Google Ads Offline Conversion Import API
  • Improves Smart Bidding (Target CPA, Target ROAS)
  • Enables cross-device conversion tracking

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How to connect

  1. Go to Dashboard → Integrations → Google Ads
  2. Click Connect Google Ads
  3. Sign in with the Google account that has access to your Ads account
  4. Select your Customer ID (MCC or direct account)
  5. Enter the Conversion Action name you created in Google Ads
  6. Click Save
You must create a Conversion Action in Google Ads first (type: “Import from clicks”). NSM will upload conversions to this action. See Google’s guide for setup instructions.

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What data is sent to Google?

  • gclid — The Google Click ID from the ad click
  • Conversion time
  • Conversion value (order revenue)
  • Currency

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TikTok Ads

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What it does

  • Syncs campaign and ad group spend data hourly
  • Sends Purchase events via the TikTok Events API (server-to-server)
  • Improves TikTok’s Value-Based Optimization

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How to connect

  1. Go to Dashboard → Integrations → TikTok Ads
  2. Click Connect TikTok
  3. Log in with your TikTok for Business account
  4. Select your Ad Account and Pixel ID
  5. Click Save

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What data is sent to TikTok?

FieldSourceHashed?
Event timeOrder timestampNo
Order valueShopify order totalNo
EmailCustomer emailYes (SHA-256)
PhoneCustomer phoneYes (SHA-256)
ttclidURL parameter from ad clickNo

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Spend data sync

Ad spend is synced automatically every hour for all connected platforms. You can also trigger a manual sync from Dashboard → Integrations → Sync Now. Spend data is pulled at the campaign level and broken down to ad set / ad level where the platform API supports it.
Spend data shows the platform-reported spend, not NSM’s attributed spend. These will differ — platform spend is your total ad cost; NSM attributed revenue shows how much of that spend generated trackable conversions.

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Troubleshooting

EMQ (Event Match Quality) improves when more customer data is available. To maximize it:
  • Ensure you’re collecting customer emails at checkout
  • Make sure your Shopify store asks for phone numbers at checkout
  • Check that NSM is receiving order webhooks (Dashboard → Settings → Webhooks)
Check Dashboard → Integrations for a red status indicator on the affected platform. Common causes:
  • OAuth token expired (reconnect the integration)
  • Ad account permissions changed
  • Platform API rate limit hit (auto-resolves within 1 hour)