Use Case is a configuration that determines how events are sent from your system to the intended Pixel. This configuration includes the destination Pixel, the event sending trigger, and the type of Meta event to be sent.
Each use case operates independently, allowing you to have multiple use cases active simultaneously with different trigger and event configurations.
In this guide, you will learn how to configure a use case to manage event delivery to a Pixel. Each use case determines the destination Pixel, the event sending trigger, and the type of Meta event to be sent.
You can have multiple use cases active simultaneously, with each use case having different triggers and event types.
A. How to Configure a Conversation Tagging Use Case
- Log in to your Qontak account, then select the "Settings" menu.
- Select the "Integrations" submenu, then select the "Channel integration" tab.
- In the "Meta Conversion API Manager" section, click "Manage".
- In the Meta Conversion API Manager panel, select the relevant Business Manager. For example, select the “Mekari” Business Manager.
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Then select the Pixel you want to use and click “View details”.
Important
Make sure the Pixel selected in Qontak is the same as the Pixel selected on the Meta Ads Manager page.If you manage multiple Pixels, make sure to select the Pixel used for the relevant advertising campaign. You can check the Pixel ID through Events Manager.
- Click “Add use case”.
- Then specify the trigger source to be used:
Details:Room Tag — used when the conversion is manually or automatically tagged by the team through a conversation label.
Desty Commerce — used when the conversion originates from shopping activity on Desty Commerce.
For example, in this guide, we will use “Conversation tagging” as the trigger source. Click “Add” on that option to continue.
Next, you will be directed to the “Conversation tagging” settings page. Complete the settings in the available fields according to your needs. The following are the details of each field you need to configure:
| No. | Feature Name | Description |
| 1 | Enable use case | Activates the use case so it can be used. The use case can be enabled or disabled without being deleted. |
| 2 | Condition | Determines the condition that will trigger the event. In this example, the condition used is Customer sends first message. |
| 3 | Standard event |
Determines the standard event to be sent when the condition is met. In this example, the selected event is Contact. The Meta Standard Event that will be sent when the trigger occurs. Available Standard Events include Contact, Lead, AddToCart, InitiateCheckout, and Purchase. |
| 4 | Add trigger |
Adds a new trigger to determine additional conditions or triggers for the use case. After adding a trigger, you need to configure the following two fields:
In the “Trigger tag” field, you can select or add the tag to be used as the trigger, including: In the “Standard event” field, select the standard event that corresponds to the activity you want to measure. Available events include: After determining the “Trigger tag” and “Standard event”, complete the additional settings available for the “Purchase” event. In this example, the settings that need to be completed include “Value source” and “Currency”. |
- Click “Add use case” to save the configuration. The use case will become active, and the system will be ready to send events.
B. How to Set Up Ad Conversion Events with a Pixel in Meta Ads Manager
To optimize ad conversions using a Pixel, make sure you select the performance goal “Maximize Number of Conversions”, a dataset consisting of the Pixel configured in Qontak, and the “Purchase” conversion event (Purchase).
For a complete guide on how to create ads and set up conversion events in Meta Ads Manager, learn more here.
C. Guide to Selecting Events
Selecting the right event helps determine the conversion data Meta uses for optimization. Use the following guide to determine the event based on your business conditions.
| Business condition | Recommended event | Reason |
| Customer sends the first message from an ad | Contact | Marks the beginning of the interaction with the customer. |
| Prospect shows serious interest | Lead | Has sufficient volume for learning and better data quality compared with Contact. |
| Customer selects a product from the catalog | AddToCart | Marks the customer's interest in a particular product. |
| Customer requests an invoice or payment link | InitiateCheckout | Marks an intention to make a purchase. |
| Payment has been confirmed | Purchase | Marks the highest-value conversion and can include the transaction value. |
Consider the volume. Meta requires approximately 50 conversions per ad set per week to exit the learning phase. If the number of Purchase conversions has not reached that amount, you can first select a more frequent event, such as Lead, as the optimization event. After the number of conversions increases, you can change the optimization event to Purchase.
D. Multiple Use Cases on One Pixel
A single Pixel can have multiple use cases active simultaneously. This configuration allows you to record various stages of customer interaction, providing a more complete view of the sales process.
With this configuration, Meta can obtain a more complete view of the customer journey, from the first interaction through the transaction. You can also create audiences for retargeting based on customers who stop at a particular stage in the process.
Important
The event selected here must be the same as the conversion event selected in the Ads Set in Meta Ads Manager.
For example, if Mekari Qontak sends a Purchase event, but the Ads Set in Meta Ads Manager is optimized for Lead, the event will still be sent and recorded in Events Manager. However, the campaign will not receive that event as a conversion attribution.
E. Editing, Disabling, and Deleting
Editing use case. Changes only apply to events sent after the changes are made. Previously sent events remain unchanged.
Disabling use case. Event delivery will stop, but the configuration will remain saved and can be re-enabled.
Deleting use case. The use case configuration will be permanently deleted. Events already sent to Meta will remain stored in Events Manager and will not be affected.
This concludes the explanation of how to configure a Use Case for sending Events to a Pixel through the Conversion API.