Meta

Founded in 2004 and rebranded from Facebook to Meta in 2021, Meta Platforms builds technology that helps people connect, find communities, and grow businesses. Its mission is to build the future of human connection and the technology that makes it possible. More than 3.5 billion people use Facebook, Instagram, WhatsApp, Messenger, and Threads every day to stay in touch, discover what's happening in the world, and share what matters to them.

Meta's family of apps forms one of the largest advertising and commerce ecosystems in the world, giving brands the reach and targeting to connect with customers at scale. Beyond its apps, Meta is investing heavily in artificial intelligence and the metaverse — including its Reality Labs hardware and AI assistant products — betting on these as the next computing platforms after the smartphone.

Elevar connects Shopify brands to Meta through server-side conversion tracking via Meta's Conversions API (CAPI). While Meta's browser Pixel misses events due to cookie restrictions, ad blockers, and iOS privacy changes, Elevar sends conversion and enriched customer data directly from the server to Meta — capturing close to 100% of events and improving match quality through identity resolution.

The result is more accurate event coverage, better ad targeting and optimization, and automatic Pixel/CAPI deduplication so events aren't double-counted. Brands get full control over what's sent (purchase value, product IDs, subscription and POS orders, etc.), and setup takes minutes through Elevar's app with no coding required. Brands migrating to Elevar's server-side tracking have reported measurable gains, including roughly a 14% reduction in cost per conversion.